我们的行业就是创意Word文档格式.docx

1、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。 李奥贝纳的100名言1、伸手摘星，即使徒劳无功，亦不致一手污泥。“When you reach for the

2、stars you may not quite get one,but you wont 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 easy.All 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 judgment.Smug complacency can put a roa

3、dblock 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、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

4、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

5、告的唯一目的，就在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 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 stuffy.And this is a valuable thing not to have been and is very much a part o

6、f 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 simple.Lets do the obvious thing-the common thing-but lets 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 contractfatheadism-fat between

7、 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,Thats a hell of productinstead of Thats 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 un

8、profitable.”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。“If you cant turn yourself into your customer,you probably shouldnt 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。t make a good ad in Chicago,you cant 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 compet

9、ent creative man does not approach his job solely in terms of making an advertisement, or a series of advertisements.He 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 seem

10、s 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.”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

11、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.”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 learne

12、d 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 cant be any better or bigger than 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

13、则。“In this agency business we are people talking to people,and thats 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。“Lets gear our advertising to sell our goods,but lets 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

14、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 from 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-bignesshas 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

15、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 converting people than in wowingthem.”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 bone