廣告大師李奧貝納的100名言(doc 12頁)

廣告大師李奧貝納的100名言內容提要：
1、伸手摘星，即使徒勞無功，亦不致一手汙泥。
“When you reach for the stars you may not quite get one,but you won't come up with a handful of mud either.”
2、不想犯錯？隻要不再去想好的創意點子就行了。
“To swear off making mistakes is very easy.All you have to do is swear off having ideas.”
3、喪失謙遜，會危害我們的判斷力；自以為是，可以讓我們前進時栽跟鬥。
“Loss of humility can wreck our judgment.Smug complacency can put a roadblock in front of our progress.”
4、廣告沒有永恒的成功。
“There is no such thing as a permanent advertising success.”
5、我相信，自我的滿足就是每天感覺自己的薪水一分一毫都是自己流血流汗賺來的。
“Personal satisfaction,I believe,must come in a day-to-day feeling that one has earned his or her pay.”
6、我從未見過，在任何真正偉大廣告誕生的過程中，沒有一點疑惑、沒有堆滿的字紙簍、沒
有殫精竭慮，沒有對自我的惱怒和詛咒。
“Rarely have I seen any really great advertising created without a certain amount of confusion,throw-aways,bent noses,irritation and downright cursedness.”
7、有趣卻毫無銷售力的廣告，隻是在原地踏步；但是有銷售力卻無趣的廣告，卻令人憎惡。
“Fun without sell gets nowhere but sell without fun tends to become obnoxious.”
8、做生意的唯一目的，就在服務人群；而廣告的唯一目的，就在對人們解釋這項服務。
“The sole purpose of business is service.The sole purpose of advertising is explaining the service which business renders.”
9、這家公司從不曾刻板而無趣。這是我們珍貴的資產，也是每天兢兢業業的原動力。
“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 of what makes
us tick.”
10、簡單點吧！讓我們挑最明顯的特點-最共通的事物-把它做得非比尋常地好。
“Keep it simple.Let's do the obvious thing-the common thing-but le
t's do it uncommonly well.”

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