百感交集——大师：李奥贝纳
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 won’t come up with a handful
of mud either。
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.
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 roadblock in
front or our progress.
广告没有永恒的成功。
There is no such thing as apermanent advertising success.
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.
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、
没有堆满的废纸篓、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.
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.
做生意的唯一目的，
几在服务人群；
而广告的唯一目的，
就是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 is business renders.
这家公司从来不曾刻板而无趣。
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
of what makes us tick.
简单点吧！
让我们挑最明显的特点
-最共通的事物-
把它做的非比寻常地好。
Keep it simple. Let’s do the obvious thing--
--the common thing--but let’s do it
uncommonly well.
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 contract fatheadism’--fat between
the ears can destroy us.
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 contract fatheadism’--fat between
the ears can destroy us.
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, ‘That’s -
- a hell of product’
instead of ‘That’s a hell of an ad.’
企划广告时，就该想到如何销售。
Plan the sale when you plan the ad.
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 unprofitable.
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 can’t turn yourself into your
customer, you probably shouldn’t be in
the ad writing business at all.
如果你在芝加哥做不出好广告，
换到别的地方也无济于事
If you can’t make a good ad in Chicago,
you can’t make one anywhere.
有能力的创意人员，
不会认为他的
工作只是一项或一套广告，
他一定会下功夫去了解影响产品
销售的其他因素。
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
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 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.
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.
我们生活的真正目的，
便是透过创意和点子，
为客户创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.
如果我们努力去寻找的话，
终会有改进的空间，
在某处等着我们。
There is a paradise of improvement awaiting
us if we search hard enough for it.
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 learned that it pays to fight for concepts
and causes that may appear unpopular at
the moment, rather than following the course quick
and easy agreement.
很明确的,
公司不可能不比员工成长得更好或更快。
It is apparent that the company can’t
be any better or bigger than the
growth of the people in it.
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 that’s what we
should keep running through out fingers.
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。
Let’s gear our advertising to sell our goods,
but let’s recognize also that advertising has
a broad social responsibility.
如果你并不拥有十足的创造力，
丰富的想象力，
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 you’re not fertile and imaginative and full of wonder-
-and curiosity, I urge you to stay away from advertising.
所谓的[拜大主义]，
就是冰封固有操守而火热追求利润。
‘Too-bigness’ has set in when the hot pursuit
Of profits cuts corners on old-fashioned ethics.
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 ‘wowing’ them.
创意给人生命和生趣。
Ideas alone enable a man to survive and flourish.
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—-没有人能收买他或腐化他。
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.
一个公司，如果员工都不敢开口说话，
发出不同的声音，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 closing the coffin door on itself.
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.
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，而不是辩解它的正确性]。
Let’s continue to be known as an agency which
spends more time trying to improve its theories rather
than to defend them.
整体的解决方法始终于单一个体
的个别努力。
Collective solutions to problems start with individual
human beings and individual efforts.
公司变大，有时候的确有说不出的苦处，
但是，相信我，比起缩编和停滞，
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 standing still.
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, ‘Here’s what we’ve got.
Here’s what it will do for you.Here’how to get it.’ 好想有个专门是各种广告品牌的动画片
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