世界广告大师李奥贝纳88个创意圣经

来源: 渔光制作

李奥贝纳，美国密西根州圣约翰市人，于1891年10月29日出生。1914年，李奥贝纳毕业于密西根州大学新闻系。在他父亲的杂货店，李奥贝纳第一次接触广告的构图和文章。

随后，李奥贝纳在总部设在底特律的凯迪拉克汽车公司担任广告经理，又在印地拿波利斯首屈一指的HomerMckee广告公司担任资源创意总监。接着，李奥贝纳移居芝加哥市，并担任了ErwinWazey广告公司的创意总裁。

1935年8月5日，这位44岁的企业家，师法人寿保险的策略，抵押了自己的房子，并且掏出身边每一分钱，创立了李奥贝纳股份有限公司。在他36年来创意无限的指导下，李奥贝纳广告公司创下美国历史上最经久弥新的广告形象，让万宝路牛仔、家东氏东尼老虎、温情洋溢的联合航空，以及绿巨人玉米罐头等广告，在竞争激烈的同类产品中脱颖而出。虽然李奥贝纳现已过世，但是他“创作世界上独一无二的最佳广告”的企业精神，仍在全球李奥贝纳人中继续传承并忠实实践着。
 
1.如果你不愿意将自己当成消费者，那么你就根本就不该步入广告这一行。
If you can't turn yourself into your customer,you probably shouldn't be in the ad writing business at all.

2.我们生活的真正目的，便是通过创意或点子，为客户塑造商誉并不断开创销售佳绩。
Our real purpose in life is that of improving the sales effectiveness and reputation of our clients through ideas.

3.人们经常问我为什么选择了广告。而事实上是广告选择了我。
I am often asked how I got into this business.I didn't.The business got into me.

4.广告没有永久不衰的成功。
There is no such thing as a permanent advertising success.

5.即使不考虑道德因素，虚假不诚实的广告总被证实无利可图。
R egardless of the moral issue，dishonesty in advertising has proved very  unprofitable.
 
6.做生意的唯一目的，就是服务大众；而做广告的唯一目的，就是对大众解释这项服务。
The sole purpose of business is service。The sole purpose of advertising i* **plaining the service which business renders.

7.占领市场必须占领消费者的心。
Before you can have a share of market，you must have a share of mind.

8.我从未见过，在任何真正出色广告诞生的过程中，没有一点疑惑、没有堆满的字纸篓、没有殚精竭虑、没有对自己恼怒甚至咒诅。
Rarely have I seen any really great advertising created without a certain  amount of confusion,throw-aways,bent noses,trritation and downright cursedness.

9.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，却让人讨厌憎恶。
Fun without sell gets nowhere but sell without fun tends to become obnxious.

10.有能力的创意者，不会认为他的工作只是做一则或一套广告，他一定会下功夫用心去了解影响产品销售的其他原因。
The competent crestive 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.  
 
11.对生活抱有全面的好奇，这是一个伟大创意者成功的秘诀。
Curiosity about life in all of its aspects，I think,is still the secret of great creative people.

12.你可以在广告行业中成长，但不一定在此行业中变老。
You can grow up in the advertising,but you don't have to gorw old in it.

13.没有上过档的广告，做的再漂亮都永远没法创造销售。
A good ad which is not run never produces sales.

14.简单点吧！让我们挑最明显的特点－－－最共通的属性把它做得不同凡响。 
Keep it simple.Let's do the obvious thing-the common thing-but let's do it uncommonly well.

15.那种认为大众可以被愚弄、牵着鼻子走的人，就是低估了社会大众。
   当然，他在广告圈内也不会有什么大成就大作为。
Anyone who think that people can be fooled or pushed around has an  inaccurate and pretty low estimate of people－and he won't do very well in advertising. 
 
16.做广告不要超越人们的普通智力，否则其结果就会落得无人闻问。
Too many ads that try not to go over the reader's head end up beneath his notice.

17.事前计划是好的，但要保持灵活。
Plan ahead but maintain flexibility.

18.我们希望消费者这样说：“这真是个好产品”，而不是那样说：“这真是个好广告”。
We want consumers to say,"That's hell of product"instead of “That's a hell  of an ad.

19.我们应该不断警醒自己，运用时间的最高生产力，才会有机会让自己拥有最大的收入，公司拥有最高的利润。
We should constantly remind ourselves that the most productive use of our own time offers the greatest opportunity for increased income for us as  individuals and for better earnings for our company.

20.企划广告时，就该想到如何创造销售。
Plan the sale when you plan the ad.
 
21.我认为一个伟大成功的广告，是世界上最美丽的事。 
I regard a great ad as the most beautiful thing in the world.

22.一个具有销售力的创意，基本上从未改变过，必须有吸引力和相关性。但是，在广告噪音喧嚣的今天，如果你不能引人注目并获得信任，依然一事无成。
A good basic selling idea,involvement and relevancy,of course,are as ever, but in the advertising din of today,unless you make yourself noticed and  believed,you ain't got nothing.
 
23.在这个没有人知道明天是什么样子的世界里，唯一能教人逃避沮丧发狂的东西，就是原始朴实的作品。
In a world where nobady 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.

24.一个真正的好创意，拥有它自己的力量与生命。 
A real idea has a power of its own and a life of its own.

25.广告无法为一个人们不需要、不渴望拥有的产品塑造奇迹。但是，一位有技巧的广告创意人可以将产品原被忽略的特点表现出来，从而激发人们拥有的欲望。
Advertising cannot perform magic for an unwanted or undesirable product. But a skilled advertising man can present previously overlooked virtues in a product in a way that will make people reach for it.
 
26.如果我们努力去寻找的话，总会有更好的改进空间，在某处等着我们。
There is a paradise of improvement awaiting us we search hard enough for it.

27.尽忠职守，勤奋工作，并且热爱、荣耀、相信自己的直觉。 
Steep youself in your subject，work likehell,and love,honor and obey your hunches.

28.说话算数，遵守时限，信守诺言，这些不仅是一个人固有的道德，而且做不做到，决定我们成为什么样的人。个性也是这样形成的。
Promises must be kept,deadline met,commitments honored;not just for the sake  of old－fashioned morality,but because we become what we do（o* **il to do）， and character is simply the sum of our performances.

29. 我渐渐学到，为当时不受欢迎的想法或观念而战，永远值得的，千万别屈服仓促而轻率的大众协议。
I have learned 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.

30.我们制作销售产品的广告，但也要记住，广告负有广泛的社会责任。
Let's gear our advertising to sell our goods,but let's recognize also that advertising has a broad social responsibility. 
 
31.广告是人与人沟通的行业。我们应永远恪守这个原则。 
In this agency business we are people talking to people，and that's what we should keep running through our fingers.

32.我认为，做广告最伟大的成就是让人信服；而没有任何东西比产品本身更能说服人。
The greatest thing to be achieved in advertising，in advertising,in my opinion, is believability,and nothing is more believable than the product itself.

33.创意给人以生命和乐趣。 
Ideas alone enable a man to survive and flourish.

34.如果你并不拥有饱满的创作力、丰富的想像力、对万事万物也没有太多的好奇和疑问，那么，我劝你最好远离广告这一行。
If you'er not fertile and imaginatve and full of wonder andcuriosity.I usge you to stay away from advertising.

35.我们业务的成长来自现有客户的成长多于新客户的增加。
We built our business not so much by getting accounts as building them.
 
36.一个真正优秀的创意人员，对实事求是比能言善辩更有兴趣，对感动人心比甜言蜜语更觉满足。
A really good creative person is more interested in earnestness than in  glibness and takes more satisfaction out of converthing people than in  ‘wowing'them. 
 
37.我始终抱持着一个态度：没有“问题客户”，只有客户的重大问题。陷于问题的挣扎，永远比寻求解决之道浪费时间而且更消耗精力。
I have always taken the attitude that no is a‘problem account'but that all accounts have important problems attached to them－that you can waste more time and burn up more nervous energy by fighting a problem than by taking a positive and solving it.

38.摩擦产生星星之火，星星之火点燃伟大创意的燎原巨焰。
Friction makes sparks and sparks start great creative conflagrations.

39.一个公司，如果员工都不敢开口说话，发出不同声音，或大胆表达创见，这个公司大概离关门就不远了。
A company in which anyone is afraid to speak up. to differ,to be daring and original,is closing the coffin door on itself.

40.当一个人从骨子里深深了解什么是对的，并时时身体力行，他便能躲避落入妥协的陷阱－－没有人能收买或腐化他。
When a man knows deep in has bones what is right,and keeps acting on it,he  avoids the trap of compromise－he remains incorruptible.

41.伟大的创意造就伟大的广告公司，而伟大的广告公司依然以伟大的广告为目标。
Agencies that create great adveritsing may become big agencies，but their goal remains the creation of great advertising. 
 
42.在我们这个行业，当你开始关心数钞票胜于做好广告和服务客户的时，很快的，你就会发现没有多少钞票可数。
In this business when you start putting the emphasis on counting money rather than getting out better ads and otherwise giving your clients better service, you soon learn that is very little money to count. 
 
43.让我们继续以此闻名：“这家代理商，花了大部分时间在改进它的理念，而不是在辩解它的正确性。”
Let's contiune to be known as an agency which skpends more time trying to improve its therories rather than to defend them.

44.广告中原创的诀窍，不在制造新奇花俏的图像文字，而是组合那些熟悉的文字图片，产生全新的趣味。
The secret of all effective originality in advertising is not the creation of new and trickey wordsand pictures，but one of putting familiar words and pictures into new relationships. 

45.建立服务关系的唯一坚实基础，就在于彼此的信心与尊敬。除非一开始就有此基础，否则客户终将得以赔钱和失望而收场。 
The only sound basis of a personal service relarionship is mutual confidence and respect.Unless that exists at the start,the account will eventaually represent loss and disappointment.

46.整体的解决方法出自单一个体的个别努力。
Collective solutions to problems start with individual human beings and individual efforts. 
 
47.我们组织机构的运作，不应该将那些“异议分子”和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 dissenter,the"Outsider",the non-conformist.

48.与人相处共事，我学到一件非常简单的事实：“没有人故意犯错。”这个体认让我们集中心力寻求补救之道，而不是让犯错的人感到生不如死。如果这个人是块料，他的内疚会是最让他难过的谴责。
In learning to work and live with people，the most important thing I am coming to understand is the simple truth that'no one makes mistakes on purpos.'Knowing  this should allow us to concentrate on correcting the mistake rather than making life miserable for the mistake maker.If he is the right sort,nothing you can say or do to him will make him feel any worse about the mistake than he dose already.
 
49.广告代理商的作品是温暖的、全然人性的，它触及人们的需求、欲望、梦想和希望；这样的作品，绝对无法在无脑的工厂生产线上机械的完成。 
The work of an advertising agency is warmly and immediately human.It deals with human needs,wants,dreams and hopes.Its"product"cannot be thrned out on an assemliy line.

50.我寻找了解并熟悉如何做好广告的撰文与艺术指导人员，他们必须技艺娴熟，盖下的一砖一瓦都有其用意。
I look for carfismen in words and pictures who so completely understand good creative masonry and are so skilled in it.that when they lay a brick out of place they do it on purpose.
 
51.公司变大，有时候的确有说不出的苦衷；但是我相信，比起畏缩或停滞，这种痛苦实在微不足道。
Growing pains sometimes may seem unbearable,but believe me they are nothing compared with the pain of shrinking or the pain of standing still.
 
52.我学到去实践我所谓的“建设性的不满足”。
I have learned to practice what I call“constructive dissatisfaction".

53.节流的最好方法，就是善于利用时间，它直接影响我们实际的费用和利润。 
The greatest saving of all is berrer utilization of our time.This direcly affects practically every phase of the business in terms of expense and profits. 
 
54.广告如此这般告诉人们：“这样产品，给你这样的好处，到此处你就能找到它。” 
Advertising says to people：“Here's what we've got.Here's what it will do for you.Here's how to get it. 

55.我喜欢我们的公司看起来像一家光着脚丫的代理商，心中一直努力“穿别人的鞋子”，设身处地为他人着想，这是一个辛勤工作的农场，而不是休闲观光的旅游农舍。 
I like to look on our own shops as kind of a barefoot agency which is mentally alwaya trying to “put itself into other people's shoes"a working ranch rather than a dude ranch.

56.我慢慢的懂得，即使傻子也能写个烂广告；但是要弄出点好东西，就真需要勤奋和天赋。
I have learned that any fool can write a bad ad,but that it takes a real genius to keep his hands off a good one.

57.我一直觉得广告是可以让人兴奋的，并且乐在其中，觉得深具价值、意义而可敬的。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.Something to do thoughtfully and well.
 
58.一个放诸四海而皆准的准则－－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  effecitively make him a proposition.

59.好广告不只在传递讯息，它能给人信心和希望，并且穿透大众心灵。
Good advertising does not just circulate information.It penetrates the  public mind with desires and belief.
 
60.唯一有价值的创意会议是，参与的每个人都以相同的事实开始作为讨论的基准，不论点子乍听之下有多么狂野，但也都以雅量相待，并表现出谦虚和尊重。
The only creative conference worth a damn is one in which everybody in the room starts foom the same base of fact,a consuming appetite for ideas no  matter how wild they may first appear,and a humble respect for them.
 
61.要单纯，好要使人记忆深刻，更要让人乐于注意、看的有趣。 

Make it simple.Make it memorable.Make it inviting to look at.Make it fun to read.
 
62.我所享有的任何成就，完全归就于对客户与工作的高度责任感，不惜付出自我而成就完美的热情以及决不容忍马虎的想法、草率粗心的工作与差强人意的作品。 
Whatever success I have enjoyed,I attribute almost entirely to a deep  personal sense of responsibility to our clients and to the job at hand,with a passion for thoroughness,often at considerable personal sacrifice,and an unyielding intolerance of sloppy thinking,sloppy work and almost-good－ enough jobs.
 
63.我逐渐体会到，没有好客户，就不会有好广告；没有好广告，就留不住好客户。还有没有任何一个客户，会买他自己都没兴趣，或看不懂的广告。
I have learned that you can't have good advertising without a good client,that you can't keep a good client without good advertising,and no client will ever buy better advertising than he understands or has an appetite for.

64.在演出的舞台上，广告不是一出独角戏。它是以行销领衔下各项活动集体演出的一员。而且广告必须与其他活动和谐一致，才能有好的演出效果。 
In its performance,advertising is not a soloist,It is a member of an ensemble of all those activities that can be classified under the general head of marketing， and it must do its part in harmony with them if the end result is to be good. 
 
65.如果事实支持你，而你也相信自己，在一路为创意而战的途中，绝少会败下阵来。
If you have the facts on your side and hounest conviction in your heart,your rarely lose by fighting for your idea all the way. 
 
66.好广告会是图片与文字的快乐联姻，而不是他们之间的相互竞赛。
Good advertising is a happy wedding of words and picthres,not a contest  between them.

67.你一再错失大好良机，是不是因为走到了十字路口，而自己浑然不觉？
Are you blowing opportunity after opporturnity because you can't recognize a rossroad when you come to it？ 
 
68.坚持不让权宜之计取代固有原则，不让浮夸掩盖事实。
Take a firm stand against putting expediency above principle;bluff ahead of facts.

69.我们的行业，就是创意。创意在气味相投的气氛中，最能茁壮成长。 
Our business is ideas.They grow and flourish best in an atmosphere of congenial collaboration.

70.如果你要写废话，也要写的像个样子，不要写的粗糙低俗。
If you are writing about baloney,don't try to make it Cornish hen,because that is the worst kind of baloney there is.Just make it darned good baloney.
 
71.有乐趣的环境能滋生创意，没有人工作只是为了好玩，但并不意味工作不能变得开心有趣。
Creative ideas flourish best in a shop which preserves some spirit of fun.Nobody is in besiness for fun,but that does not mean there cannot be fun in business.
 
72.与公司门面及财务状况相比较，我们应该更关心公司的灵魂－－那就是我们的价值观、热情与操守。
It seems to us there should be less concern about the dimensions of a business.And considerably more concern about its heartbeat－the values,zest and spirit behind ts physical and financial facade.
 
73.“伸手摘星”可能听起来有些天真，但却是我一个热情信念；也许这个世界真该多一点这样的浪漫天真。
"Reaching for the Stars"may sound a little *****,but it is a thought in which I passionately belieeve;and maybe the world could use a little more *****te of that kind.
 
74.我深信卓越的创意作品，永远是一个成功代理商前进巨轮的中轴——过去是，现在是，未来也是。
I believe that superior creative work always has been,is,and always will be the hub of the wheel in any successful agency.

75.在物色创意人选时，那些对生命近乎天真般好奇的人，总会让我产生万分兴趣。
In looking for creative people,I am always most interested in those who have an almost ***** curiosity about life.

76.消费大众并不真正知道自己要什么。直到那些创意以商品的方式呈现在他们的面前。如果他们能事先告诉你自己要什么，今天就不会有轮子、杠杆、或者汽车、飞机和电视的出现。
The public does not konw what it wants,and there is no sure way of finding out until the idea i* **posed under normal condition of sale.If people could tell you in advance what they want,there would never have been a wheel,a lever,much less an airplane or a TV set.
 
77.像我们这样规模的公司，很明显，作业必须精密地分工，但这并不意味我们必须“本位化”。
In operating a business of our size,it is obvious that we have to be well departmentalized.This doea not mean,however,that we have to be channelized.

78.我发觉，写一则创意好的广告演讲稿，远比创造一个好广告来的容易。
I have learned that it is far easier to wrie a speech about good advertising than it is to write a good ad.

79.坚持我们誓守的唯一真理——神圣的个人操守。
Cling like wildcats to the only realities we can swear we have hold of-our lwn scared and individual integrities. 
 
80.在企化的过程中，我喜欢在伟大创意未知世界边缘冒险的感觉；但只要懂得利用事实为有力武器，我们就有机会攻城掠地。
In all of our planning I like to feel that we adventurously live on the fringe of the Great Creative Unkown,but if we are properly armed with facts we are always
better prepared to enter it. 
 
81.文字，使我们这行业的一种利器。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 into the expression of ideas. 

82.我相信广告最大的危险之一，不在误导群众，而是让他们觉得要命的无聊。
I am one who believes that one of the greatest dangers of advertising is not that of misleading people,but that of boring them to death.

83.伟大的创意或平面广告，总是出其不意的单纯，触动人心而不露斧痕。 
As I have obeserved it,great advertising writing,either in print or TV,is always deceptively and disarmingly simple.It has the common touch wihout being or sounding patroizing.
 
84.我唯一的警告是，公司的成长绝对不能以正直为代价；我认为正直是广告代理商的灵魂和前进的动力。
My only warning is that growth never compromises integrity,and i regard intergrity as  the heart and driving force of thes agency.
 
85.就我所见，最大的问题就是要怎样避免自己行为妄自尊大。
The biggest problem of all,as I see it,a human one-how to keep from acting big.
 
86.我倾听每个人讲话并一一纪录，特别是业务人员。因为他们是接近人群的第一线人员。
I listen to everybody and take notes.Particularly salesmen.They get close to people.
 
87.我想正是伸手摘星的精神，让我们很多人长时间地奋战工作。不论到哪儿，让作品充分表现这个精神，并驱使我们忘记过去的佳作，只求现在和未来的杰作。
It is this spirit(Reaching for the stars)which I think has made many of us work long hours,which makes us carry the thought of our work with us wherever we go,which makes us lay aside good work for better work.
 
88.高雅的品位，崇高的道德标准，向社会大众负责以及不施压力威胁的态度－－这些都会让你终有所获。
These things pay off-good taste,a high standard of ethics,an attitude of public.