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世界广告大师李奥贝纳88个创意圣经策划·创意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。Ifyoucan'tturnyourselfintoyourcustomer,youprobablyshouldn'tbeintheadwritingbusinessatall.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。Ourrealpurposeinlifeisthatofimprovingthesaleseffectivenessandreputationofourclientsthroughideas.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。IamoftenaskedhowIgotintothisbusiness.Ididn't.Thebusinessgotintome.4.广告没有永久不衰的成功。Thereisnosuchthingasapermanentadvertisingsuccess.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。Regardlessofthemoralissue，dishonestyinadvertisinghasprovedveryunprofitable.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。Thesolepurposeofbusinessisservice。Thesolepurposeofadvertisingi***plainingtheservicewhichbusinessrenders.7.占领市场必须占领消费者的心。Beforeyoucanhaveashareofmarket，youmusthaveashareofmind.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。RarelyhaveIseenanyreallygreatadvertisingcreatedwithoutacertainamountofconfusion,throw-aways,bentnoses,trritationanddownrightcursedness.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。Funwithoutsellgetsnowherebutsellwithoutfuntendstobecomeobnxious.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。Thecompetentcrestivemandoesnotapproachhisjobsolelyintermsofmakinganadvertisement，oraseriesofadvertisements.Hemustapproachitwithaclearunderstandofwhatotherfactorsareinvolvedinthesaleoftheproduct.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。Curiosityaboutlifeinallofitsaspects，Ithink,isstillthesecretofgreatcreativepeople.12.你可以在广告行业中成长，但不一定在此行业中变老。Youcangrowupintheadvertising,butyoudon'thavetogorwoldinit.13.没有上过档的广告，做的再漂亮都永远没法创造销售。Agoodadwhichisnotrunneverproducessales.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。Keepitsimple.Let'sdotheobviousthing-thecommonthing-butlet'sdoituncommonlywell.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。Anyonewhothinkthatpeoplecanbefooledorpushedaroundhasaninaccurateandprettylowestimateofpeople－andhewon'tdoverywellinadvertising.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。Toomanyadsthattrynottogooverthereader'sheadendupbeneathhisnotice.17.事前计划是好的，但要保持灵活。Planaheadbutmaintainflexibility.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”。Wewantconsumerstosay,That'shellofproductinsteadof“That'sahellofanad.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。Weshouldconstantlyremindourselvesthatthemostproductiveuseofourowntimeoffersthegreatestopportunityforincreasedincomeforusasindividualsandforbetterearningsforourcompany.20.企划广告时，就该想到如何创造销售。Planthesalewhenyouplanthead.21.我认为一个伟大成功的广告，是世界上最美丽的事。Iregardagreatadasthemostbeautifulthingintheworld.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。Agoodbasicsellingidea,involvementandrelevancy,ofcourse,areasever,butintheadvertisingdinoftoday,unlessyoumakeyourselfnoticedandbelieved,youain'tgotnothing.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。Inaworldwherenobadyseemstoknowwhat'sgoingtohappennext,theonlythingtodotokeepfromgoingcompletelynutsfromfrustrationisplainold－fashionedwork.24.一个真正的好创意，拥有它自己的力量与生命。Arealideahasapowerofitsownandalifeofitsown.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。Advertisingcannotperformmagicforanunwantedorundesirableproduct.Butaskilledadvertisingmancanpresentpreviouslyoverlookedvirtuesinaproductinawaythatwillmakepeoplereachforit.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。Thereisaparadiseofimprovementawaitinguswesearchhardenoughforit.27.尽忠职守，勤奋工作，并且热爱、荣耀、相信自己的直觉。Steepyouselfinyoursubject，worklikehell,andlove,honorandobeyyourhunches.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。Promisesmustbekept,deadlinemet,commitmentshonored;notjustforthesakeofold－fashionedmorality,butbecausewebecomewhatwedo（o***iltodo），andcharacterissimplythesumofourperformances.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。Ihavelearnedthatitpaystofightforconceptsandcausesthatmayappearunpopularatthemoment,ratherthanfollowingthecourseofquickandeasyagreement.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'sgearouradvertisingtosellourgoods,butlet'srecognizealsothatadvertisinghasabroadsocialresponsibility.31.广告是人与人沟通的行业。我们应永远恪守这个原则。Inthisagencybusinesswearepeopletalkingtopeople，andthat'swhatweshouldkeeprunningthroughourfingers.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。Thegreatestthingtobeachievedinadvertising，inadvertising,inmyopinion,isbelievability,andnothingismorebelievablethantheproductitself.33.创意给人以生命和乐趣。Ideasaloneenableamantosurviveandflourish.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。Ifyou'ernotfertileandimaginatveandfullofwonderandcuriosity.Iusgeyoutostayawayfromadvertising.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。Webuiltourbusinessnotsomuchbygettingaccountsasbuildingthem.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。Areallygoodcreativepersonismoreinterestedinearnestnessthaninglibnessandtakesmoresatisfactionoutofconverthingpeoplethanin‘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。Ihavealwaystakentheattitudethatnoisa‘problemaccount'butthatallaccountshaveimportantproblemsattachedtothem－thatyoucanwastemoretimeandburnupmorenervousenergybyfightingaproblemthanbytakingapositiveandsolvingit.38.摩擦产生星星之火，星星之火点燃伟大创意的燎原巨焰。Frictio