李奥贝纳的100名言（4）

VooDoo仔

我一直觉得广告是可能让人兴奋的，并且乐在其中，觉得深具价值、意义而可敬。同时 广告也是必须深思熟虑，全力以赴的行业。 “I have always felt that advertising could be something to get excited about. To take pleasure in. To regard as worthwhile,meaningful,respectable. Somethin g to do thoughtfully and well.” 认为大众可以被愚弄、牵着鼻子走的人，就是低估社会大众；当然，他在广告圈也不会 有什么大成就。 “Anyone who thinks that people can be fooled or pushed around has an inaccura te and pretty low estimate of people-and he won't do very well in advertising. ” 我倾听每个人讲话并一一记录，特别是对业务人员。因为，他们一直最接近人群。 “I listen to everybody and take notes. Particularly salesmen. They get colse to people.” 我们组织机构的运作，不应该将那些「异议分子」及不依常规的非我族类排拒在外。 “It's important in building our organizational machines not to exclude the di ssenter,the ‘Outsider,’the non-conformist.” 一个放诸四海皆准的事实-必须先做成朋友，对方才会听你的忠告。 “It seems axiomatic that you have to make a friend before you can effectively make him a proposition.” 如果你要写废话，也要写得像样，不要写得低俗。 “If you are writing about baloney,don't try to make it Cornish hen,because th at is the worst kind of baloney there is. Just make it darned good baloney.” 文字，是我们这行业的利器。文字在意念的表达中，注入热情和灵魂。 “The grist for our mill is still words. Words as they put the sock and soul i nto the expression of ideas.” 坚持不让权宜之计取代原则，不让浮夸掩盖事实。 “Take a firm stand against putting expediency above principle；bluff ahead of facts.”