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1、 -广告大师李奥贝纳 百感交集100 LEOSWit&Wisdom from Leo Burnett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 quiteget one, but you wont come up with a handful of mud either。 百感交集不想犯错？ 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. 百感交集丧失谦逊，会
2、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 judgment.Smug complacency can put a roadblock infront or our progress. 百感交集There is no such thing as apermanent advertising success. 广告没有永恒的成功。百感交集我相信，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-d
3、ay feeling that one has earned hisor her pay. 百感交集我从未见过， 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 downrightcursedness. 百感交集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
4、广告， 却令人憎恶。Fun without sell gets nowhere but sell without fun tends to become obnoxious. 百感交集做生意的唯一目的， 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。The sole purpose of business is service. The sole purpose of advertising is explaining the service which is business renders. 百感交集这家公司从来不曾刻板而无趣。 这是我们珍贵的资产， 也是每天兢兢业业的原动力
5、。One thing this company has never beenis stuffy. And this is a valuable thing not to have been and is very much a part of what makes us tick. 百感交集简单点吧！ 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. Lets do the obvious thing-the common thing-but lets do it uncommonly well. 百感交集最可怕的未来， 就是万一我们得了“肥脑症”（
6、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 contract fatheadism-fat betweenthe ears can destroy us. 百感交集我们希望消费者说： “这真是个好产品”， 而不是说： “这真是个好广告”。We want consumers to say, Thats - - a hell of product instead of Thats a hell of an ad.百感交集企划广告时，就该想到如何销
7、售。Plan the sale when you plan the ad. 百感交集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 cant turn yourself into your customer, you probably shouldnt be in the ad writing business at all. 百感交集如
8、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 cant make a good ad in Chicago, you cant make one anywhere.百感交集有能力的创意人员， 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
9、 a clear understand of what other factors are involved in the sale of the product百感交集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 whats going to happen next, the only thing to do to keep from going completely nuts from frustration is plain old-fashioned work.百
10、感交集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.百感交集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.百感交集如果我们努力去寻找的话
11、， 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， 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 and ea
12、sy agreement.百感交集很明确的, 公司不可能不比员工成长得更好或更快。It is apparent that the company cant be any better or bigger than the growth of the people in it.百感交集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 thats what we should keep running through out fingers.百感交集我们制作销售产品的广告， 但
13、也请记住，广告负有广泛的社会责任。Lets gear our advertising to sell our goods, but lets recognize also that advertising has a broad social responsibility.百感交集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， 那么， 我劝你最好离广告这行远一点。If youre not fertile and imaginative and full of wonder- -and curiosity, I urge you to stay away fro
14、m advertising.百感交集所谓的拜大主义， 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.百感交集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 c
15、onverting people than in wowing them.百感交集创意给人生命和生趣。Ideas alone enable a man to survive and flourish.百感交集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.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.百感交
