<P>我们真的很高兴能将这本「百感交集—广告大师李奥贝纳的100名言」介绍给华语世界的广大读者们。<BR>　　广告是一门艺术，是在热情与经验的激发下创作而成的。正如同伟大的广告人李奥贝纳（Leo Burnett)先生，数十年来已在英语系的国度中激励、启发了无数的广告人。　　<BR>　　李奥贝纳先生及其同时代的几位广告人，例如大卫奥格威（David Ogilvy)先生都曾是推动广告创作与创意表现的动力。李奥贝纳是一个文案工作者，他相信简单才能清楚地呈现主题，正如他的名言：「要单纯，要使人记忆深刻，要让人乐于注意、看得有趣。」，同时<BR>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。」<BR>　　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。<BR>　　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<BR>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。<BR>　　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。<BR>　　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。<BR>李奥贝纳的100名言</P>
<P>1、伸手摘星，即使徒劳无功，亦不致一手污泥。<BR>“When you reach for the stars you may not quite get one,but you won't come up with a　handful of mud either.”</P>
<P>2、不想犯错？只要不再去想好的创意点子就行了。<BR>“To swear off making mistakes is very easy.All you have to do is swear off having ideas.”</P>
<P>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。<BR>“Loss of humility can wreck our judgment.Smug complacency can put a roadblock in front of our progress.”</P>
<P>4、广告没有永恒的成功。<BR>“There is no such thing as a permanent advertising success.”</P>
<P>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。<BR>“Personal satisfaction,I believe,must come in a day-to-day feeling that one has earned his or her pay.”</P>
<P>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<BR>有殚精竭虑，没有对自我的恼怒和诅咒。<BR>“Rarely have I seen any really great advertising created without a certain amount of confusion,throw-aways,bent noses,irritation and downright cursedness.”</P>
<P>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。<BR>“Fun without sell gets nowhere but sell without fun tends to become obnoxious.”</P>
<P>8、做生意的唯一目的，就在服务人群；而广告的唯一目的，就在对人们解释这项服务。<BR>“The sole purpose of business is service.The sole purpose of advertising is explaining the service which business renders.”<BR>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。<BR>“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 of what makes <BR>us tick.”</P>
<P>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。<BR>“Keep it simple.Let's do the obvious thing-the common thing-but le<BR>t's do it uncommonly well.”</P>
<P>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。<BR>“The most fearful possibility that lies ahead is that we might con<BR>tract‘fatheadism’-fat between the ears can destroy us.”</P>
<P>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」。<BR>“We want consumers to say,‘That's a hell of product’instead of ‘That's a hell of an ad.’”</P>
<P>13、企划广告时，就该想到如何销售。<BR>“Plan the sale when you plan the ad.”</P>
<P>14、即使不考虑道德因素，不诚实的广告也被证实无利可图。<BR>“Regardless of the moral issue,dishonesty in advertising has proved very unprofitable.”</P>
<P>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。<BR>“If you can't turn yourself into your customer,you probably shouldn't be in the ad writing business at all.”</P>
<P>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。<BR>“If you can't make a good ad in Chicago,you can't make one anywhere.”</P>
<P>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。<BR>“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 a clear understand of what other factors are involved in the sale of the product.”</P>
<P>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。<BR>“In a world where nobody seems to know what's going to happen next,the only thing to do to keep from going completely nuts from frustration is plain old-fashioned work.”</P>
<P>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。<BR>“Curiosity about life in all of its aspects,I think, is still the secret of great creative people.”</P>
<P>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开创销售佳绩。<BR>“Our real purpose in life is that of improving the sales effectiveness and reputation of our clients through ideas.”<BR></P>
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