-
李奥贝纳的
100
句名言
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<
/p>
）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 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，「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
< br>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。
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。
“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<
/p>
、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」
（
Fatheadism),
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?fathea
dism?
-
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。
< br>
“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。
“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 improvi
ng 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
tha
n 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。
“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
f
rom
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 e
arnestness 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」。
“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.”
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?cannot 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 fro
m
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 advertis
ing 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 s
ide and honest
conviction in your heart,your rarely lose by
fighting for your idea all the
way.
43
、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？<
/p>
“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，热情与操
守。
“It seems to us there
should be less concern about the dimensions of a
busin
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 n
aive
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 nothing is
more believable than the product
itself.”
48
、占领市场必先占领消费者的心
灵。
“Before you
can have a share of market,you must have a share
of mind.”
49
、消费大众并不真正知道自己要
什么。直到那些创意以商品方式呈现在他们的面前。如果
<
/p>
他们能事先告诉你自己要什么，今天就不会有轮子、杠杆，甚或汽车、飞机和电视的出现。
“The public
does not know what it wants,and there is no sure
way of finding out until the idea is
exposed under normal conditions of
people could tell you in advance what they
want,there would never have been a
wheel ,a lever,much less an automobile,an airplane
or a
TV set.”
50
、
没上过档的广告，做得再好，都永远无法创造销售。
“A good ad which is not run never
produces sales.”