文案：李奥贝纳名人名言（一）以下是李奥贝纳（LeoBurnett）的名人名言。1、伸手摘星，即使徒劳无功，亦不致一手污泥。“Whenyoureachforthestarsyoumaynotquitegetone,butyouwon'tcomeupwithahandfulofmudeither.”2、不想犯错？只要不再去想好的创意点子就行了。“Toswearoffmakingmistakesisveryeasy.Allyouhavetodoisswearoffhavingideas.”3、丧失谦逊，会危害我们的判断力；自以为是，可以让我们前进时栽跟斗。“Lossofhumilitycanwreckourjudgment.Smugcomplacencycanputaroadblockinfrontofourprogress.”4、广告没有永恒的成功。“Thereisnosuchthingasapermanentadvertisingsuccess.”5、我相信，自我的满足就是每天感觉自己的薪水一分一毫都是自己流血流汗赚来的。“Personalsatisfaction,Ibelieve,mustcomeinaday-to-dayfeelingthatonehasearnedhisorherpay.”6、我从未见过，在任何真正伟大广告诞生的过程中，没有一点疑惑、没有堆满的字纸篓、没有殚精竭虑，没有对自我的恼怒和诅咒。“RarelyhaveIseenanyreallygreatadvertisingcreatedwithoutacertainamountofconfusion,throw-aways,bentnoses,irritationanddownrightcursedness.”7、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，却令人憎恶。“Funwithoutsellgetsnowherebutsellwithoutfuntendstobecomeobnoxious.”8、做生意的唯一目的，就在服务人群；而广告的唯一目的，就在对人们解释这项服务。“Thesolepurposeofbusinessisservice.Thesolepurposeofadvertisingisexplainingtheservicewhichbusinessrenders.”9、这家公司从不曾刻板而无趣。这是我们珍贵的资产，也是每天兢兢业业的原动力。“Onethingthiscompanyhasneverbeenisstuffy.Andthisisavaluablethingnottohavebeenandisverymuchapartofwhatmakesustick.”10、简单点吧！让我们挑最明显的特点-最共通的事物-把它做得非比寻常地好。“Keepitsimple.Let'sdotheobviousthing-thecommonthing-butlet'sdoituncommonlywell.”文案：李奥贝纳名人名言（二）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。“Themostfearfulpossibilitythatliesaheadisthatwemightcontract‘fatheadism’-fatbetweentheearscandestroyus.”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」。“Wewantconsumerstosay,‘That'sahellofproduct’insteadof‘That'sahellofanad.’”13、企划广告时，就该想到如何销售。“Planthesalewhenyouplanthead.”14、即使不考虑道德因素，不诚实的广告也被证实无利可图。“Regardlessofthemoralissue,dishonestyinadvertisinghasprovedveryunprofitable.”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。“Ifyoucan'tturnyourselfintoyourcustomer,youprobablyshouldn'tbeintheadwritingbusinessatall.”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。“Ifyoucan'tmakeagoodadinChicago,youcan'tmakeoneanywhere.”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。“Thecompetentcreativemandoesnotapproachhisjobsolelyintermsofmakinganadvertisement,oraseriesofadvertisements.Hemustapproachitwithaclearunderstandofwhatotherfactorsareinvolvedinthesaleoftheproduct.”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。“Inaworldwherenobodyseemstoknowwhat'sgoingtohappennext,theonlythingtodotokeepfromgoingcompletelynutsfromfrustrationisplainold-fashionedwork.”19、对生活抱持全面的好奇，仍是伟大创意人员成功的秘诀。“Curiosityaboutlifeinallofitsaspects,Ithink,isstillthesecretofgreatcreativepeople.”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。“Ourrealpurposeinlifeisthatofimprovingthesaleseffectivenessa...
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