廣告大師經(jīng)典語(yǔ)錄
要有靈感就要要先有一個(gè)真正的生活”
--智威湯遜創(chuàng)意總監(jiān) 勞雙恩
“To swear off ma-ki-ng mistakes is very easy.All you have to do is swear off having ideas.”
不想犯錯(cuò)？只要不再去想好的創(chuàng)意點(diǎn)子就行了。
“Fun without sell gets nowhere but sell without fun tends to become obnoxious.”
有趣卻毫無(wú)銷售力的廣告，只是在原地踏步；但是有銷售力卻無(wú)趣的'廣告，卻令人憎惡。
“Keep it si-mp-le.Let's do the obvious thing-the common thing-but le
t's do it uncommonly well.”
簡(jiǎn)單點(diǎn)吧！讓我們挑最明顯的特點(diǎn)-最共通的事物-把它做得非比尋常地好。
“We want consumers to say,‘That's a hell of product’instead of ‘That's a hell of an ad.’”
我們希望消費(fèi)者說(shuō)：「這真是個(gè)好產(chǎn)品」，而不是說(shuō)：「這真是個(gè)好廣告」。
“Ideas alone enable a man to survive and flourish.”
創(chuàng)意給人生命和生趣。
“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.”
如果你要寫(xiě)廢話，也要寫(xiě)得像樣，不要寫(xiě)得低俗
“I am often asked how I got into this business. I didn't. The businegot into me.”
人們時(shí)常問(wèn)我為何選擇了廣告。其實(shí)是廣告選擇了我。
---李?yuàn)W貝納（萬(wàn)寶路香煙廣告創(chuàng)意人）
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