廣告大師經典語錄

要有靈感就要要先有一個真正的生活” 

--智威湯遜創意總監 勞雙恩 

“To swear off ma-ki-ng mistakes is very easy.All you have to do is swear off having ideas.” 

不想犯錯？只要不再去想好的創意點子就行了。 

“Fun without sell gets nowhere but sell without fun tends to become obnoxious.” 

有趣卻毫無銷售力的廣告，只是在原地踏步；但是有銷售力卻無趣的'廣告，卻令人憎惡。 

“Keep it si-mp-le.Let's do the obvious thing-the common thing-but le 

t's do it uncommonly well.” 

簡單點吧！讓我們挑最明顯的特點-最共通的事物-把它做得非比尋常地好。 

“We want consumers to say,‘That's a hell of product’instead of ‘That's a hell of an ad.’” 

我們希望消費者說：「這真是個好產品」，而不是說：「這真是個好廣告」。 

“Ideas alone enable a man to survive and flourish.” 

創意給人生命和生趣。 

“If you are writing about baloney,don't try to make it Cornish hen,because that is the worst kind of baloney there is. Just make it darned good baloney.” 

如果你要寫廢話，也要寫得像樣，不要寫得低俗 

“I am often asked how I got into this business. I didn't. The businegot into me.” 

人們時常問我為何選擇了廣告。其實是廣告選擇了我。 

---李奧貝納（萬寶路香煙廣告創意人）

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