广告大师李奥贝纳

即使不考虑道德因素，
不诚实的广告也被证实无利可图。
Regardless of the moral issue,
dishonesty in advertising has proved very unprofitable.
百感交集
如果你无法将自己当成消费者，
那么你根本就不该进入广告这一行。
If you can’t turn yourself into your
百感交集
一个公司，如果员工都不敢开口说话，
发出不同的声音，或大胆表达创见， 大概离关门不远了。
A company in which anyone is afraid to speak up,
to differ,to be daring and original, is closing the coffin door on itself.
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当一个人从骨子里深深了解什么是对的，
并时时身体力行，他便能免于落入妥协的 陷阱—-没有人能收买他或腐化他。
When a man knows deep in his bones what is right,
and keeps acting on it,he avoids the trap of compromise---he remains incorruptible.
cursedness.
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有趣却毫无销售力的广告，
只是在原地踏步； 但是有销售力却无趣的广告，
却令人憎恶。
Fun without sell gets nowhere but sell
without fun tends to become obnoxious.
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做生意的唯一目的，
几在服务人群； 而广告的唯一目的， 就是对人们解释这项服务。
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有能力的创意人员，
不会认为他的 工作只是一项或一套广告， 他一定会下功夫去了解影响产品
销售的其他因素。
The competent creative man does not approach his
job solely in terms of making an advertisement, or a series of advertisements. He must approach it with a clear understand of what other factors are involved
让我们挑最明显的特点 -最共通的事物-
把它做的非比寻常地好。
Keep it simple. Let’s do the obvious thing--
--the common thing--but let’s do it uncommonly well.
最可怕的未来， 百感交集
就是万一我们得了“肥脑症”（fatheadism） 两耳之间别无长物， 只有肥油， 足以致我们于死地。
Let’s continue to be known as an agency which
spends more time trying to improve its theories rather than to defend them.
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整体的解决方法始终于单一个体
的个别努力。
Collective solutions to problems start with individual
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我相信，自我的满足就是每天感
觉自己的薪水一分一毫都是自己流 血流汗赚来的。
Personal satisfaction, I believe, must come in
a day-to-day feeling that one has earned his or her pay.
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我从未见过，
The most fearful possibility that lies ahead is
that we might contract fatheadism’--fat between
the ears can destroy us.
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我们希望消费者说：
“这真是个好产品”， 而不是说：
“这真是个好广告”。
and easy agreement.
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很明确的,
公司不可能不比员工成长得更好或更快。
It is apparent that the company can’t
be any better or bigger than the growth of the people in it.
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广告是人与人沟通的行业，
那么， 我劝你最好离广告这行远一点。
If you’re not fertile and imaginative and full of wonder-
-and curiosity, I urge you to stay away from advertising.
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所谓的[拜大主义]，
就是冰封固有操守而火热追求利润。
Loss of humility can wreck our judgment.
Smug complacency can put a roadblock in front or our progress.
百感交集
广告没有永恒的成功。
There is no such thing as apermanent advertising success.
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不想犯错？
只要不再去想好的创意点子就行了。
To swear off making mistakes is very easy.
All you have to do is swear off having ideas.
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丧失谦逊，会危害我们的判断力；
自以为是，可以让我们前进时栽跟斗。
Let’s gear our advertising to sell our goods,
but let’s recognize also that advertising has a broad social responsibility.
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如果你并不拥有十足的创造力，
丰富的想象力， 对万事万物也没有太多的好奇和疑问，
We want consumers to say, ‘That’s -
- a hell of product’ instead of ‘That’s a hell of an ad.’
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企划广告时，就该想到如何销售。
Plan the sale when you plan the ad.
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在任何真正伟大广告 诞生的过程中没有一点疑惑、 没有堆满的废纸篓、没有殚精竭虑， 没有对自我的恼怒和诅咒。
Rarely have I seen any really great advertising
created without a certain amount of confusion, throw-aways, bent noses,irritation and downright
One thing this company has never been
is stuffy. And this is a valuable thing not to have been and is very much a part of what makes us tick.
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简单点吧！
‘Too-bigness’ has set in when the hot pursuit
Of profits cuts corners on old-fashioned ethics.
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一个真正优秀的创意人员，
对实事求是比能言善道更有兴趣， 对感动人心比甜言蜜语更觉满足。
A really good creative person is more interested in
earnestness than in glibness and takes more satisfaction out of converting people than in ‘wowing’ them.
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创意给人生命和生趣。
Ideas alone enable a man to survive and flourish.
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如果我们努力去寻找的话，
终会有改进的空间， 在某处等着我们。
There is a paradise of improvement awaiting
us if we search hard enough for it.
百感交集
我渐渐学到，
为当时不受欢迎的想法或观念而战， 永远是值回票价的，
我们生活的真正目的，
便是透过创意和点子， 为客户创造商誉并不断开创销售佳绩。
Our real purpose in life is that of improving
the sales effectiveness and reputation of our clients through ideas.
千万别屈服匆促而轻率的大众协议。
I have learned that it pays to fight for concepts
and causes that may appear unpopular at the moment, rather than following the course quick
The sole purpose of business is service.
The sole purpose of advertising is explaining the service which is business renders.