李奧·貝納
廣告創(chuàng)作革命的代表人物
廣告的目的是銷售。這是唯一的目的。
The best ideas come as jokes. Make your thinking as funny as possible.
最好的想法像笑話一樣出現(xiàn)。讓你的思維盡可能有趣。
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(dāng)我使用它時，它讓我感覺有多好。
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.
所有有效廣告的秘密不在于創(chuàng)造新的、巧妙的文字和圖片，而在于將熟悉的文字和圖片置于新的關(guān)系中。
It’s not just what you say that stirs people. It’s the way that you say it.
不僅僅是你說的話能打動人心，而是你說話的方式。
Make it simple. Make it memorable. Make it inviting to look at. Make it fun to read.
讓它簡單。讓它難忘。讓它吸引人。讓它讀起來有趣。
The greatest thing to be achieved in advertising, in my opinion, is believability, and nothing is more believable than the product itself.
在我看來，廣告中最大的成就是可信度，沒有什么比產(chǎn)品本身更可信的了。