广告大师奥格威100句名言解读Word下载.docx

1、 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 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 humil

2、ity can wreck our judgment.Smug complacency can put a roadblock 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 pa

3、y.”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 wi

4、thout fun tends to become obnoxious.”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。“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

5、valuable thing not to have been and is very much a part of 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 l

6、ies ahead is that we might contractfatheadism-fat between 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

7、 moral issue,dishonesty in advertising has proved very unprofitable.”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

8、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 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.”18、在这个没人知道明天是什么样子的世

9、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 seems 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

10、 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

11、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 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.”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

12、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

13、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 ol

14、d-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

15、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 bones what is right,and keeps acting on it,he avoids the trap of compromise-he remains incorruptible.”31、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，大概离关门不远了。“A company in which anyone is afraid to speak up,to differ,to be daring and original,is

16、 closing the coffin door on itself.”32、公司壮大的一半乐趣，我认为，是对先贬后褒毫不在意。“Half the pleasure of getting big,I think,is to thumb your nose at the indignity of getting dignified.”33、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。s continue to be known as an agency which spends more time trying to improve its theori

17、es rather than to defend them.”34、整体的解决方法始于单一个体的个别努力。“Collective solutions to problems start with individual human beings and individual efforts.”35、公司变大，有时候的确有说不出的苦处；但是，相信我，比起缩编或停滞，这种痛苦实在微不足道。“Growing pains sometines may seem unbearable,but believe me they are nothing compared with the pain of shri

18、nking or the pain of standing still.”36、广告如此这般告诉人们：如此产品，给你如此的好处，到此处你就能找到它。“Advertising says to people,Heres what weve got. Heres what it will do for you. Heres how to get in.”37、广告代理商的作品是与温暖的，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，绝对无法在工厂生产线上完成。“The work of an advertising agency is warmly and immediately hum

19、an.It deals with human needs,wants,dreams and hopes. Its productcannot be turned out on an assembly line.”38、我慢慢懂得，即使呆子也能写个烂广告；但是，要弄出点好东西，就真需要个天才。“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.”39、好广告不只在传达讯息，它能以信心和希望，穿透大众心灵。“Good adv

20、ertising does not just circulate information. It penetrates the public mind with desires and belief.”40、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为讨论的基准，不论点子乍听之下有多狂野，也都有雅量相待，并表现出谦冲的尊重。“The only creative conference worth a damn is one in which everybody in the room starts from the same base of fact,a consuming appe

21、tite for ideas no matter how wild they may first appear,and a humble respect for them.”41、我逐渐体会到，没有好客户，就不会有好广告；没有好广告，就也留不住好客户。还有，没有任何一个客户，会买他自己都没兴趣，或是看不懂的广告。“I have learned that you cant have good advertising without a good client,that you cant keep a good client without good advertising,and no clie

22、nt will ever buy better advertising than he understands or has an appetite for.”42、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 honest conviction in your heart,your rarely lose by fighting for your idea all the way.43、你一再错失大好良机，是不是因为走到了十字路口，而自己总是浑然不觉？“Are you blowing o

23、pportunity after opportunity because you cant recognize a crossroad when you come to it?44、我们的行业，就是创意。创意在气味相投的气氛中，最能成长茁壮。“Our business is ideas.They grow and flourish best in an atmosphere of congenial collaboration.”45、与公司门面及财务状况相较，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 c

24、oncern about the dimensions of a business.And considerably more concern about its heartbest-the value,zest and spirit behind its physical and financial facade.”46、在物色创意人选时，那些对生命近乎天真般好奇的人，总会让我产生高度兴趣。“In looking for creative people,I am always most interested in those who have an almost naive curiosit

25、y about life.”47、在我认为，做广告最伟大的成就是使人信服；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 my opinion,is believability ,and nothing is more believable than the product itself.”48、占领市场必先占领消费者的心灵。“Before you can have a share of market,you must have a share of mind.”49、消费大众并不真正知道自己要什么。

26、直到那些创意以商品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，甚或汽车、飞机和电视的出现。“The public does not know what it wants,and there is no sure way of finding out until the idea is exposed under normal conditions of sale.If people could tell you in advance what they want,there would never have been a wheel ,a lever,much

27、 less an automobile,an airplane or a TV set.”50、没上过档的广告，做得再好，都永远无法创造销售。“A good ad which is not run never produces sales.”51、太多广告努力不要超越人们的智商，结果落得无人闻问。“Too many ads that try not to go over the readers head end up beneath his notice.”52、我发觉，写一则谈好广告的演讲稿，远比创造一个好广告来得容易。“I have learned that it is far easie

28、r to write a speech about good advertising than it is to write a good ad.”53、在企划的过程里，我喜欢在伟大创意未知国度边缘冒险的感觉；但只要懂得利用事实为器，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 Unknown,but if we are properly armed with facts we are always better p

29、repared to enter it.”54、我认为，在人类历史中，只有一个人是不可或缺的，他就是亚当。“In my opinion ,there has been only one indispensable man in the history of the world .His name was Adam.”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-是一个辛勤工作的农场，而不是休闲观光的农舍。“I like to look on our own shops as kind of a barefoot agency which is

30、 mentally always trying to put itself into other peoples shoes-a working ranch rather than a dude ranch.”56、我们业务量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.”57、伟大的创意或平面广告，总是出其不意地单纯，触动人心而不凿斧痕。“As I have observed it ,great advertising writing,either in print or TV, is always deceptively and disarmingly simple.It has the common touch without being or sounding patron