廣告大師李?yuàn)W貝納課件

---廣告大師李?yuàn)W貝納百感交集100LEO’SWit&WisdomfromLeoBurnett伸手摘星，即使徒勞無(wú)功，亦不致一手污泥。Whenyoureachforthestarsyoumaynotquitegetone,butyouwon’tcomeupwithahandfulofmudeither。

百感交集不想犯錯(cuò)？只要不再去想好的創(chuàng)意點(diǎn)子就行了。Toswearoffmakingmistakesisveryeasy.Allyouhavetodoisswearoffhavingideas.

百感交集喪失謙遜，會(huì)危害我們的判斷力；自以為是，可以讓我們前進(jìn)時(shí)栽跟斗。Lossofhumilitycanwreckourjudgment.Smugcomplacencycanputaroadblockinfrontorourprogress.

百感交集

Thereisnosuchthingasapermanentadvertisingsuccess.

廣告沒(méi)有永恒的成功。百感交集我相信，自我的滿足就是每天感覺(jué)自己的薪水一分一毫都是自己流血流汗賺來(lái)的。Personalsatisfaction,Ibelieve,mustcomein

aday-to-dayfeelingthatonehasearnedhisorherpay.

百感交集我從未見(jiàn)過(guò)，在任何真正偉大廣告誕生的過(guò)程中沒(méi)有一點(diǎn)疑惑、沒(méi)有堆滿的廢紙簍、沒(méi)有殫精竭慮，沒(méi)有對(duì)自我的惱怒和詛咒。RarelyhaveIseenanyreallygreatadvertising

createdwithoutacertainamountofconfusion,throw-aways,bentnoses,irritationanddownrightcursedness.

百感交集有趣卻毫無(wú)銷(xiāo)售力的廣告，只是在原地踏步；但是有銷(xiāo)售力卻無(wú)趣的廣告，卻令人憎惡。Funwithoutsellgetsnowherebutsellwithoutfuntendstobecomeobnoxious.百感交集做生意的唯一目的，幾在服務(wù)人群；而廣告的唯一目的，就是對(duì)人們解釋這項(xiàng)服務(wù)。Thesolepurposeofbusinessisservice.Thesolepurposeofadvertisingisexplainingtheservicewhichisbusinessrenders.百感交集這家公司從來(lái)不曾刻板而無(wú)趣。這是我們珍貴的資產(chǎn)，也是每天兢兢業(yè)業(yè)的原動(dòng)力。Onethingthiscompanyhasneverbeenisstuffy.Andthisisavaluablethingnot

tohavebeenandisverymuchapartofwhatmakesustick.百感交集簡(jiǎn)單點(diǎn)吧！讓我們挑最明顯的特點(diǎn)-最共通的事物-把它做的非比尋常地好。Keepitsimple.Let’sdotheobviousthing----thecommonthing--butlet’sdoituncommonlywell.

百感交集最可怕的未來(lái)，就是萬(wàn)一我們得了“肥腦癥”（fatheadism）兩耳之間別無(wú)長(zhǎng)物，只有肥油，足以致我們于死地。Themostfearfulpossibilitythatliesaheadisthatwemightcontractfatheadism’--fatbetweentheearscandestroyus.

百感交集我們希望消費(fèi)者說(shuō)：“這真是個(gè)好產(chǎn)品”，而不是說(shuō)：“這真是個(gè)好廣告”。Wewantconsumerstosay,‘That’s--ahellofproduct’insteadof‘That’sahellofanad.’百感交集企劃廣告時(shí)，就該想到如何銷(xiāo)售。Planthesalewhenyouplanthead.百感交集即使不考慮道德因素，不誠(chéng)實(shí)的廣告也被證實(shí)無(wú)利可圖。Regardlessofthemoralissue,dishonestyinadvertisinghasprovedveryunprofitable.百感交集如果你無(wú)法將自己當(dāng)成消費(fèi)者，那么你根本就不該進(jìn)入廣告這一行。Ifyoucan’tturnyourselfintoyourcustomer,youprobablyshouldn’tbeintheadwritingbusinessatall.百感交集如果你在芝加哥做不出好廣告，換到別的地方也無(wú)濟(jì)于事Ifyoucan’tmakeagoodadinChicago,youcan’tmakeoneanywhere.百感交集有能力的創(chuàng)意人員，不會(huì)認(rèn)為他的工作只是一項(xiàng)或一套廣告，他一定會(huì)下功夫去了解影響產(chǎn)品銷(xiāo)售的其他因素。Thecompetentcreativemandoesnotapproachhisjobsolelyintermsofmakinganadvertisement,oraseriesofadvertisements.Hemustapproachitwithaclearunderstandofwhatotherfactorsareinvolvedinthesaleoftheproduct百感交集在這個(gè)沒(méi)人知道明天是什么樣子的世界里，唯一能教人免于沮喪發(fā)狂的東西，就是樸實(shí)原始的作品。Inaworldwherenobodyseemstoknowwhat’sgoingtohappennext,theonlythingtodotokeepfromgoingcompletelynutsfromfrustrationisplainold-fashionedwork.百感交集對(duì)生活抱持全面性的好奇，仍是偉大創(chuàng)意人員成功的秘訣。Curiosityaboutlifeinallofitsaspects,Ithink,isstillthesecretofgreatcreativepeople.百感交集我們生活的真正目的，便是透過(guò)創(chuàng)意和點(diǎn)子，為客戶創(chuàng)造商譽(yù)并不斷開(kāi)創(chuàng)銷(xiāo)售佳績(jī)。Ourrealpurposeinlifeisthatofimprovingthesaleseffectivenessandreputationofourclientsthroughideas.百感交集如果我們努力去尋找的話，終會(huì)有改進(jìn)的空間，在某處等著我們。Thereisaparadiseofimprovementawaitingusifwesearchhardenoughforit.百感交集我漸漸學(xué)到，為當(dāng)時(shí)不受歡迎的想法或觀念而戰(zhàn)，永遠(yuǎn)是值回票價(jià)的，千萬(wàn)別屈服匆促而輕率的大眾協(xié)議。Ihavelearnedthatitpaystofightforconceptsandcausesthatmayappearunpopularatthemoment,ratherthanfollowingthecoursequickandeasyagreement.百感交集很明確的,公司不可能不比員工成長(zhǎng)得更好或更快。Itisapparentthatthecompanycan’tbeanybetterorbiggerthanthegrowthofthepeopleinit.百感交集廣告是人與人溝通的行業(yè)，我們應(yīng)永遠(yuǎn)力行這個(gè)原則。Inthisagencybusinesswearepeopletalkingtopeople,andthat’swhatweshouldkeeprunningthroughoutfingers.百感交集我們制作銷(xiāo)售產(chǎn)品的廣告，但也請(qǐng)記住，廣告負(fù)有廣泛的社會(huì)責(zé)任。Let’sgearouradvertisingtosellourgoods,butlet’srecognizealsothatadvertisinghasabroadsocialresponsibility.百感交集如果你并不擁有十足的創(chuàng)造力，豐富的想象力，對(duì)萬(wàn)事萬(wàn)物也沒(méi)有太多的好奇和疑問(wèn)，那么，我勸你最好離廣告這行遠(yuǎn)一點(diǎn)。Ifyou’renotfertileandimaginativeandfullofwonder--andcuriosity,Iurgeyoutostayawayfromadvertising.百感交集所謂的[拜大主義]，就是冰封固有操守而火熱追求利潤(rùn)。‘Too-bigness’hassetinwhenthehotpursuitOfprofitscutscornersonold-fashionedethics.百感交集一個(gè)真正優(yōu)秀的創(chuàng)意人員，對(duì)實(shí)事求是比能言善道更有興趣，對(duì)感動(dòng)人心比甜言蜜語(yǔ)更覺(jué)滿足。Areallygoodcreativepersonismoreinterestedinearnestnessthaninglibnessandtakesmoresatisfactionoutofconvertingpeoplethanin‘wowing’them.百感交集創(chuàng)意給人生命和生趣。Ideasaloneenableamantosurviveandflourish.百感交集當(dāng)一個(gè)人從骨子里深深了解什么是對(duì)的，并時(shí)時(shí)身體力行，他便能免于落入妥協(xié)的陷阱—-沒(méi)有人能收買(mǎi)他或腐化他。Whenamanknowsdeepinhisboneswhatisright,andkeepsactingonit,heavoidsthetrapofcompromise----heremainsincorruptible.百感交集一個(gè)公司，如果員工都不敢開(kāi)口說(shuō)話，發(fā)出不同的聲音，或大膽表達(dá)創(chuàng)見(jiàn)，大概離關(guān)門(mén)不遠(yuǎn)了。Acompanyinwhichanyoneisafraidtospeakup,todiffer,tobedaringandoriginal,isclosingthecoffindooronitself.百感交集公司壯大的一半樂(lè)趣，我認(rèn)為，是對(duì)[先貶后褒]毫不在意。Halfthepleasureofgettingbig,Ithink,istothumbyournoseattheindignityofgettingdignified.百感交集讓我們繼續(xù)以此聞名：[這家代理商，花了大部分時(shí)間在改進(jìn)它的理念，而不是辯解它的正確性]。Let’scontinuetobeknownasanagencywhichspendsmoretimetryingtoimproveitstheoriesratherthantodefendthem.百感交集整體的解決方法始終于單一個(gè)體的個(gè)別努力。Collectivesolutionstoproblemsstartwithindividualhumanbeingsandindividualefforts.百感交集公司變大，有時(shí)候的確有說(shuō)不出的苦處，但是，相信我，比起縮編和停滯，這種痛苦實(shí)在微不足道。百感交集Growingpainssometimesmayseemunbearable,but-bel