文案：李奥贝纳名人名言（二）

　　以下是李奥贝纳（Leo Burnett）的名人名言。

　　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 lies ahead is that we might contract‘fatheadism’-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,‘That's a hell of product’instead of ‘That's 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 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 can't turn yourself into your customer,you probably shouldn't 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。

　　“If you can't make a good ad in Chicago,you can't make one anywhere.”

　　17、有能力的创意人员，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 in volved in the sale of the product.”

　　18、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 frust ration is plain old-fashioned work.”

　　19、对生活抱持全面的好奇，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.”

　　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.”

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