-
我们的行业就是创意
我们真的很高兴能将这本「百感交集—广告大师李奥贝
纳的
100
名言」介绍给华语世界的
广
大读者们。
广告是一门艺术，
是在热情与经验的激发下创作而成的。
正
如同伟大的广告人李奥贝纳
（
Leo
Burnett)
先生，数十年来已在英语系的国度中激励、启发了无数的广告人。
李
奥贝纳先生及其同时代的几位广告人，例如大卫奥格威（
David
< br>Ogilvy)
先生都曾是推动
广告创作与创意表现的动
力。李奥贝纳是一个文案工作者，他相信简单才能清楚地呈现主题，
正如他的名言：
「要单纯，要使人记忆深刻，要让人乐于注意、看得有趣。
」
，同时
他相信伟大的创意所具有的力量，<
/p>
「一个真正的创意，拥有它自己的力量与生命。
」
正因为这样的信念，贝
纳先生创作了无数经得起时间考验的经典广告，包括万宝路牛仔、
家乐氏东尼老虎以及绿
巨人玉米罐头。
这本书收集了
100
句李奥贝纳先生的经典名言，深切
地表达了他对广告创作的信念。他的
言语就像是一部好的广告
作品，简单，具说服力，且富有人情味。
如果今天贝纳先生仍活着，知道自己的智慧语录将继续在华语
世界中，贡献于他所钟爱且致
力奉献的广告创作，他必定深感荣幸。
我们希望贝纳先生的智慧语录同样也能激发您的无限潜力。
李奥贝纳的
100
名言
1
、伸手摘星，即使徒劳无功，亦不
致一手污泥。
“
When you
reach for the stars you may not quite get one,but
you won't come up with a
handful of
mud either.
”
2
、不想犯错？只要不再去想好的创意点子就行了。
< br>
“
To
swear
off
making
mistakes
is
very
you
have
to
do
is
swear
off
having
ideas.
”
3
、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。
“
Loss
of
humility
can
wreck
our
complacency
can
put
a
roadblock
in
front
of our
progress.
”
4
、广告没有永恒的成功。
“
There is no such thing as a
permanent advertising
success.
”
5
、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.
”
6
、我从未见过，在任何真正伟大广告诞生的过程中，没有一点疑惑、没有堆满的字纸
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
cursedness.
”
7
、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.
”
8
、做生意的唯一目的，就在服务人
群；而广告的唯一目的，就在对人们解释这项服务。
“
The
sole
purpose
of
business
is
sole
purpose
of
advertising
is
explaining
the service which
business renders.
”
9
、这家公司从不曾刻板而无趣。这
是我们珍贵的资产，也是每天兢兢业业的原动力。
“
One thing this company has
never been is this is a valuable thing not to
have been and is very much a part of
what makes
us
tick.
”
10
、简单点吧！让我们挑最明显的特点
-
最共通的事物
-
把它做得非比寻常地好。
“
Keep it 's do the
obvious thing-the common thing-but le
t's do it uncommonly
well.
”
11
、
最可怕的未来，
就是万一我
们得了
「肥脑症」
（
Fatheadi
sm),
两耳之间别无长物，
只有肥油，
足以致我们于死地。
“
The
most fearful possibility that lies ahead is that
we might con
tract
‘
fatheadism
’
-fat between
the ears can destroy us.
”
12
、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」
。
“
We
want
consumers
to
say,
‘
That's
a
hell
of
product
’
instead
of
‘
That's
a
hell
of
an
ad.
’”
13
、企划广告时，就该想到如何销售。
“
Plan the sale when you
plan the ad.
”
14
、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.
”
15
、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 customer,you probably shouldn't be in
the ad
writing business at
all.
”
16
、如果你在芝加哥做不出好广告，换到别的地方也无济于事。
“
If you can't make a good
ad in Chicago,you can't make one
anywhere.
”
17
、有能力的创意人员，不会认为他的工作只是做一则或一套广告，他一
定会下功夫去了解影
响产品销售的其它因素。
“
The competent creative man
does not approach his job solely in terms of
making an
advertisement,
or
a
series
of
must
approach
it
with
a
clear
understand
of what other factors are involved in
the sale of the product.
”
18
、在这个没人知道明天是什么样
子的世界里，唯一能教人免于沮丧发狂的东西，就是朴实原
始的作品。
< br>
“
In a world where nobody
seems to know what's going to happen next,the only
thing to
do to keep from going
completely nuts from frustration is plain old-
fashioned work.
”
19
、对生活抱持全面性的好奇，仍是伟大创意人员成功的秘诀
。
“
Curiosity
about life in all of its aspects,I think, is still
the secret of great
creative
people.
”
20
、我们生活的真正目的，便是透过创意和点子，为客户塑造商誉并不断开创
销售佳绩。
“
Our real
purpose in life is that of improving the sales
effectiveness and reputation
of our
clients through ideas.
”
21
、如果我们努力去寻找的话，总
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.
”
22
、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，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 of quick and easy
agreement.
”
23
、很明显的，公司不可能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.
”
24
、广告是人与人沟通的行业。我们应永远力行这个原则。
“
In
this
agency
business
we
are
people
talking
to
people,and
that's
what
we
should
keep
running through our
fingers.
”
25
、我们制作销售产品的广告，但也请记住，广告负有广泛的社会责任。<
/p>
“
Let's
gear
our
advertising
to
sell
our
goods,but
let's
recognize
also
that
advertising
has a broad social
responsibility.
”
26
、如果你并不拥有十足的创造力，丰富的想像力，对万事万
物也没有太多的好奇和疑问，
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.
”
27
、所谓的「拜大主义」
，就是冰封固有
操守而火热追求利润。
“‘
Too-
bigness
’
has
set
in
when
the
hot
pursuit
of
profits
cuts
corners
on
old-
fashioned
ethics.
”
28
、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.
”
29
、创意给人生命和生趣。
“
Ideas alone enable a man to
survive and flourish.
”
30
、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.
”
31
、一个公司，如果员工都不敢开
口说话，发出不同声音，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.
”
32
、公司壮大的一半乐趣，我认为
，是对「先贬后褒」毫不在意。
“
Half the pleasure of
getting big,I think,is to thumb your nose at the
indignity of
getting
dignified.
”
33
、让我们继续以此闻名：
「这家代理商，花
了大部分时间在改进它的理念，而不是在辩解它的
正确性」
。<
/p>
“
Let's continue
to be known as an agency which spends more time
trying to improve its
theories rather
than to defend them.
”
34
、整体的解决方法始于单一个体
的个别努力。
“
Collective solutions to
problems start with individual human beings and
individual
efforts.
”
35
、公司变大，有时候的确有说不
出的苦处；但是，相信我，比起缩编或停滞，这种痛苦实在
微不足道。
< br>
“
Growing
pains
sometines may seem
unbearable,but believe me
they are
nothing compared
with the pain of
shrinking or the pain of standing
still.
”
< br>36
、广告如此这般告诉人们：
「如此产品，给你如此的
好处，到此处你就能找到它」
。
“
Advertising says to
people,
‘
Here's what we've
got. Here's what it will do for you.
Here's how to get
in.
’”
37
、广告代理商的作品是与温暖的，全然人性的，它触及人们的需求、欲望、梦想和
希望；这
样的作品，绝对无法在工厂生产线上完成。
“
The
work
of
an
advertising
agency
is
warmly
and
immediately
deals
with
human
needs,wants,dreams and hopes. Its
‘
product
’
ca
nnot be turned out on an assembly
line.
”
38
、我慢慢懂得，即使呆子也能写个烂广告；但是，要弄出点好东西，就真需要个
天才。
“
I have
learned that any fool can write a bad ad,but that
it takes a real genius to
keep his
hands off a good one.
”
39
、好广告不只在传达讯息，它能
以信心和希望，穿透大众心灵。
“
Good advertising does not
just circulate information. It penetrates the
public mind
with desires and
belief.
”
40
、唯一有价值的创意会议是，参与的每个人都以相同的事实开始为讨论的基
准，不论点子
乍听之下有多狂野，也都有雅量相待，并表现出谦冲的尊重。
“
The
only
creative
conference
worth
a
damn
is
one
in
which
everybody
in
the
room
starts
from the same base of
fact,a consuming appetite for ideas no matter how
wild they may
first appear,and a humble
respect for
them.
”
41
、我逐渐体会到，没有好客户，就不会有好广告；没有好广告，就也留不住好客
户。还有
，没有任何一个客户，会买他自己都没兴趣，或是看
不懂的广告。
“
I have
learned that you can't have good advertising
without a good client,that you
can't
keep a good client without good advertising,and no
client will ever buy better
advertising
than he understands
or has an appetite
for.
”
42
、如果事实支持你，而你也相信自己，在一路为创意而战的途中，绝少会败下阵来
。
“
If you have
the facts on your side and honest conviction in
your heart,your rarely
lose by fighting
for your idea all the way.
4
3
、你一再错失大好良机，是不是因为走到了十字路口，而自己总是浑然不觉？
“
Are
you
blowing
opportunity
after
opportunity
because
you
can't
recognize
a
crossroad
when you come to
it?
44
、我们的行业，就是创意
。创意在气味相投的气氛中，最能成长茁壮。
“
Our business is grow and
flourish best in an atmosphere of congenial
collaboration.
”
45
、与公司门面及财务状况相较，
我们应该更关心公司的灵魂
--
那就是我们的价值观，热情与<
/p>
操守。
“
It
seems to us there should be less concern about the
dimensions of a
considerably more
concern about its heartbest-the value,zest and
spirit behind its
physical and
financial facade.
”
46
、在物色创意人选时，那些对生
命近乎天真般好奇的人，总会让我产生高度兴趣。
“
In
looking
for
creative
people,I
am
always
most
interested
in
those
who
have
an
almost
naive
curiosity about life.
”
47
、在我认为，做广告最伟大的成
就是使人信服；而没有任何东西比产品本身更能说服人。
“
The
greatest
thing to be achieved
in advertising,in
my opinion,is believability ,and