李奥贝纳的100名言（3）
伟大的创意或平面广告，总是出其不意地单纯，触动人心而不凿斧痕。“As I have observed it ,great advertising writing,either in print or TV, is a
lways deceptively and disarmingly simple.It has the common touch without being
or sounding patronizing.”
我相信广告最大的危险之一，不在误导群众，而是让他们觉得要命地无聊。
“I am one who believes that one of the greatest dangers of advertising is not
that of misleading people,but that of boring them to death.”
广告中原创的诀窍，不在制造新奇花俏的图像文字，而是组合那些熟悉的文字与图片，
产生全新的趣味。
“The secret of all effective originality in advertising is not the creation o
f new and tricky words and pictures,but one of putting familiar words and pict
ures into new relationships.”
在我们这个行业，当你开始关心数钞票，胜于做好广告及服务客户时，很快的，你就会
发现没有多少钞票可数。
“In this business when you start putting the emphasis on counting money rathe
r than getting out better ads and otherwise giving your clients better service
,you soon learn that there is very little money to count.”
即流的最好方法，就是善于利用时间，它直接影响我们实际的费用与利润。
“The greatest saving of all is better utilization of our time.This directly a
ffects practically every phase of the business in terms of expense and profits
..”
我始终抱持着一个态度：没有「问题客户」，只有客户的重大问题。陷溺问题的挣扎，
永远比寻求解决之道浪费时间且消耗精力。
“I have always taken the attitude that no account is a ‘problem account’but
that all accounts have important problems attached to them-that you can waste
more time and burn up more nervous energy by fighting a problem than by takin
g a positive attitude and solving it.”
与人相处共事，我学到一件非常简单的事实：「没有人故意犯错」。这个体认让我们集
中心力寻求补救之道，而不让犯错的人感觉生不如死。如果这个人是块料，他的内疚会是
最
令他难过的谴责。
“In learning to work and live with people,the most important thing I am comin
g to understand is the simple truth that ‘no one makes mistakes on purpose.’
Knowing this should allow us to concentrate on correcting the mistake rather t
han making life miserable for the mistake maker.If he is the right sort,nothin
g you can say or do to him will make him feel any worse about the mistake than
he does already.”
伟大的创意造就伟大的广告公司，而伟大的广告公司依然以伟大的广告为目标。
“Agencies that create great advertising may become big agencies,but their goa
l remains the creation of great advertising.”
要单纯，要使人记忆深刻，要让人乐于注意、看得有趣。
“Make it simple. Make it memorable. Make it inviting to look at. Make it fun
to read.”
有乐趣的环境能滋养创意，没有人工作只是为了好玩，但并不意味工作不能变得有趣。
“Creative ideas flourish best in a shop which preserves some spirit of fun. N
obody is in business for fun,but that does not mean there cannot be fun in bus
iness.”
像我们这样规模的公司，很明显地，作业必须精密地分工，但这并不意味我们必须「本
位化」。
“In operating a business of our size,it is obvious that we have to be well de
partmentalized. This does not mean,however,that we have to be channelized.”
就我所见，最大的问题就是要如何避免自己行径妄自尊大。
“The biggest problem of all,as I see it,is a human one--how to keep from acti
ng big.”
「伸手摘星」可能听起来有些天真，但却是我一个热情信念；也许这个世界真该多一点这
样的浪漫。
“‘Reaching for the Stars'may sound a little naive,but it is a thought in whi
ch I passionately believe；and maybe the world could use a little more naivete
of that kind.”
我想正是伸手摘星的精神，让我们很多人长时间地工作奋战。不论到哪，让作品充分表
现这个精神，并且驱使我们放弃佳作，只求杰作。
“It is this spirit(Reaching for the Stars) which I think has made many of us
work long hours,which makes us carry the thought of our work with us wherever
we go,which makes us lay aside good work for better work.”
伟大的创意或平面广告，总是出其不意地单纯，触动人心而不凿斧痕。
页:
[1]