Big Ideas come out of Big Pencils李奥贝纳经典语录.doc

Big Ideas come out of Big Pencils 李奥贝纳经典语录（中英文） 1、伸手摘星，即使徒劳无功，亦不致一手污泥。 When you reach for the stars you may not quite get one,but you wont come up with a handful of mud either. 2、不想犯错？只要不再去想好的创意点子就行了。 To swear off making mistakes is very easy.All you have to do is swear off having ideas. 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。 Loss of humility can wreck our judgment.Smug complacency can put a roadblock in front of our progress. 4、广告没有永恒的成功。 There is no such thing as a permanent advertising success. 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。 Personal satisfaction,I believe,must come in a day-to-day feeling that one has earned his or her pay. 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。 Rarely have I seen any really great advertising created without a certain amount of confusion,throw-aways,bent noses,irritation and downright cursedness. 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。 Fun without sell gets nowhere but sell without fun tends to become obnoxious. 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。 The sole purpose of business is service.The sole purpose of advertising is explain ing the service which business renders. 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。 One thing this company has never been is stuffy.And this is a valuable thing not to have been and is very much a part of what makes us tick. 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。 Keep it simple.Lets do the obvious thing-the common thing-but lets do it uncommon ly well. 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,‘Thats a hell of productinstead of ‘Thats 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.