李奧·貝納
廣告創(chuàng)作革命的代表人物
A good ad should be like a good sermon; it must not only comfort the afflicted, but also afflict the comfortable.
一個好的廣告應該像一篇好的布道；它不僅必須安慰受難者，還必須使舒適者感到不安。
The purpose of advertising is to sell. The purpose of art is to express.
廣告的目的是銷售。藝術(shù)的目的是表達。
The best ideas come as jokes. Make your thinking as funny as possible.
Advertising doesn't create a product advantage. It can only convey it.
廣告不會創(chuàng)造產(chǎn)品優(yōu)勢。它只能傳達它。
The secret of all effective advertising is not the creation of new and tricky words and pictures, but one of putting familiar words and pictures into new relationships.
Make it simple. Make it memorable. Make it inviting to look at. Make it fun to read.
It's not just the ad, but the product that must be interesting.
不僅僅是廣告，產(chǎn)品本身也必須有趣。
Don't tell me how good you make it; tell me how good it makes me when I use it.
不要告訴我你做得有多好；告訴我當我使用它時它讓我感覺有多好。
The real giants have been those who have stood for something, who have had a clear idea of what they wanted to say and have said it with force and clarity.
真正的巨人是那些堅持某些東西的人，他們清楚地知道自己想說什么，并且用力量和清晰度表達出來。
The work of an advertising agency is warmly and immediately human. It deals with human needs, wants, dreams and hopes.
廣告公司的工作是溫暖且直接關(guān)乎人性的。它處理人類的需求、欲望、夢想和希望。
The most powerful element in advertising is the truth.
廣告中最強大的元素是真相。
The purpose of advertising is to sell. It is the only purpose.
- «
- »