來源: 漁光制作

李奧貝納，美國密西根州圣約翰市人，于1891年10月29日出生。1914年，李奧貝納畢業于密西根州大學新聞系。在他父親的雜貨店，李奧貝納第一次接觸廣告的構圖和文章。

隨后，李奧貝納在總部設在底特律的凱迪拉克汽車公司擔任廣告經理，又在印地拿波利斯首屈一指的HomerMckee廣告公司擔任資源創意總監。接著，李奧貝納移居芝加哥市，并擔任了ErwinWazey廣告公司的創意總裁。

1935年8月5日，這位44歲的企業家，師法人壽保險的策略，抵押了自己的房子，并且掏出身邊每一分錢，創立了李奧貝納股份有限公司。在他36年來創意無限的指導下，李奧貝納廣告公司創下美國歷史上最經久彌新的廣告形象，讓萬寶路牛仔、家東氏東尼老虎、溫情洋溢的聯合航空，以及綠巨人玉米罐頭等廣告，在競爭激烈的同類產品中脫穎而出。雖然李奧貝納現已過世，但是他“創作世界上獨一無二的最佳廣告”的企業精神，仍在全球李奧貝納人中繼續傳承并忠實實踐著。
 
1.如果你不愿意將自己當成消費者，那么你就根本就不該步入廣告這一行。
If you can't turn yourself into your customer,you probably shouldn't be in the ad writing business at all.

2.我們生活的真正目的，便是通過創意或點子，為客戶塑造商譽并不斷開創銷售佳績。
Our real purpose in life is that of improving the sales effectiveness and reputation of our clients through ideas.

3.人們經常問我為什么選擇了廣告。而事實上是廣告選擇了我。
I am often asked how I got into this business.I didn't.The business got into me.

4.廣告沒有永久不衰的成功。
There is no such thing as a permanent advertising success.

5.即使不考慮道德因素，虛假不誠實的廣告總被證實無利可圖。
R egardless of the moral issue，dishonesty in advertising has proved very  unprofitable.
 
6.做生意的唯一目的，就是服務大眾；而做廣告的唯一目的，就是對大眾解釋這項服務。
The sole purpose of business is service。The sole purpose of advertising i* **plaining the service which business renders.

7.占領市場必須占領消費者的心。
Before you can have a share of market，you must have a share of mind.

8.我從未見過，在任何真正出色廣告誕生的過程中，沒有一點疑惑、沒有堆滿的字紙簍、沒有殫精竭慮、沒有對自己惱怒甚至咒詛。
Rarely have I seen any really great advertising created without a certain  amount of confusion,throw-aways,bent noses,trritation and downright cursedness.

9.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，卻讓人討厭憎惡。
Fun without sell gets nowhere but sell without fun tends to become obnxious.

10.有能力的創意者，不會認為他的工作只是做一則或一套廣告，他一定會下功夫用心去了解影響產品銷售的其他原因。
The competent crestive man does not approach his job solely in terms of  making an advertisement，or a series of advertisements.He must approach it with a clear understand of what other factors are involved in the sale of the product.  
 
11.對生活抱有全面的好奇，這是一個偉大創意者成功的秘訣。
Curiosity about life in all of its aspects，I think,is still the secret of great creative people.

12.你可以在廣告行業中成長，但不一定在此行業中變老。
You can grow up in the advertising,but you don't have to gorw old in it.

13.沒有上過檔的廣告，做的再漂亮都永遠沒法創造銷售。
A good ad which is not run never produces sales.

14.簡單點吧！讓我們挑最明顯的特點－－－最共通的屬性把它做得不同凡響。 
Keep it simple.Let's do the obvious thing-the common thing-but let's do it uncommonly well.

15.那種認為大眾可以被愚弄、牽著鼻子走的人，就是低估了社會大眾。
   當然，他在廣告圈內也不會有什么大成就大作為。
Anyone who think that people can be fooled or pushed around has an  inaccurate and pretty low estimate of people－and he won't do very well in advertising. 
 
16.做廣告不要超越人們的普通智力，否則其結果就會落得無人聞問。
Too many ads that try not to go over the reader's head end up beneath his notice.

17.事前計劃是好的，但要保持靈活。
Plan ahead but maintain flexibility.

18.我們希望消費者這樣說：“這真是個好產品”，而不是那樣說：“這真是個好廣告”。
We want consumers to say,"That's hell of product"instead of “That's a hell  of an ad.

19.我們應該不斷警醒自己，運用時間的最高生產力，才會有機會讓自己擁有最大的收入，公司擁有最高的利潤。
We should constantly remind ourselves that the most productive use of our own time offers the greatest opportunity for increased income for us as  individuals and for better earnings for our company.

20.企劃廣告時，就該想到如何創造銷售。
Plan the sale when you plan the ad.
 
21.我認為一個偉大成功的廣告，是世界上最美麗的事。 
I regard a great ad as the most beautiful thing in the world.

22.一個具有銷售力的創意，基本上從未改變過，必須有吸引力和相關性。但是，在廣告噪音喧囂的今天，如果你不能引人注目并獲得信任，依然一事無成。
A good basic selling idea,involvement and relevancy,of course,are as ever, but in the advertising din of today,unless you make yourself noticed and  believed,you ain't got nothing.
 
23.在這個沒有人知道明天是什么樣子的世界里，唯一能教人逃避沮喪發狂的東西，就是原始樸實的作品。
In a world where nobady seems to know what's going to happen next,the only  thing to do to keep from going completely nuts from frustration is plain old－fashioned work.

24.一個真正的好創意，擁有它自己的力量與生命。 
A real idea has a power of its own and a life of its own.

25.廣告無法為一個人們不需要、不渴望擁有的產品塑造奇跡。但是，一位有技巧的廣告創意人可以將產品原被忽略的特點表現出來，從而激發人們擁有的欲望。
Advertising cannot perform magic for an unwanted or undesirable product. But a skilled advertising man can present previously overlooked virtues in a product in a way that will make people reach for it.
 
26.如果我們努力去尋找的話，總會有更好的改進空間，在某處等著我們。
There is a paradise of improvement awaiting us we search hard enough for it.

27.盡忠職守，勤奮工作，并且熱愛、榮耀、相信自己的直覺。 
Steep youself in your subject，work likehell,and love,honor and obey your hunches.

28.說話算數，遵守時限，信守諾言，這些不僅是一個人固有的道德，而且做不做到，決定我們成為什么樣的人。個性也是這樣形成的。
Promises must be kept,deadline met,commitments honored;not just for the sake  of old－fashioned morality,but because we become what we do（o* **il to do）， and character is simply the sum of our performances.

29. 我漸漸學到，為當時不受歡迎的想法或觀念而戰，永遠值得的，千萬別屈服倉促而輕率的大眾協議。
I have learned that it pays to fight for concepts and causes that may appear unpopular at the moment,rather than following the course of quick and easy agreement.

30.我們制作銷售產品的廣告，但也要記住，廣告負有廣泛的社會責任。
Let's gear our advertising to sell our goods,but let's recognize also that advertising has a broad social responsibility. 
 
31.廣告是人與人溝通的行業。我們應永遠恪守這個原則。 
In this agency business we are people talking to people，and that's what we should keep running through our fingers.

32.我認為，做廣告最偉大的成就是讓人信服；而沒有任何東西比產品本身更能說服人。
The greatest thing to be achieved in advertising，in advertising,in my opinion, is believability,and nothing is more believable than the product itself.

33.創意給人以生命和樂趣。 
Ideas alone enable a man to survive and flourish.

34.如果你并不擁有飽滿的創作力、豐富的想像力、對萬事萬物也沒有太多的好奇和疑問，那么，我勸你最好遠離廣告這一行。
If you'er not fertile and imaginatve and full of wonder andcuriosity.I usge you to stay away from advertising.

35.我們業務的成長來自現有客戶的成長多于新客戶的增加。
We built our business not so much by getting accounts as building them.
 
36.一個真正優秀的創意人員，對實事求是比能言善辯更有興趣，對感動人心比甜言蜜語更覺滿足。
A really good creative person is more interested in earnestness than in  glibness and takes more satisfaction out of converthing people than in  ‘wowing'them. 
 
37.我始終抱持著一個態度：沒有“問題客戶”，只有客戶的重大問題。陷于問題的掙扎，永遠比尋求解決之道浪費時間而且更消耗精力。
I have always taken the attitude that no is a‘problem account'but that all accounts have important problems attached to them－that you can waste more time and burn up more nervous energy by fighting a problem than by taking a positive and solving it.

38.摩擦產生星星之火，星星之火點燃偉大創意的燎原巨焰。
Friction makes sparks and sparks start great creative conflagrations.

39.一個公司，如果員工都不敢開口說話，發出不同聲音，或大膽表達創見，這個公司大概離關門就不遠了。
A company in which anyone is afraid to speak up. to differ,to be daring and original,is closing the coffin door on itself.

40.當一個人從骨子里深深了解什么是對的，并時時身體力行，他便能躲避落入妥協的陷阱－－沒有人能收買或腐化他。
When a man knows deep in has bones what is right,and keeps acting on it,he  avoids the trap of compromise－he remains incorruptible.

41.偉大的創意造就偉大的廣告公司，而偉大的廣告公司依然以偉大的廣告為目標。
Agencies that create great adveritsing may become big agencies，but their goal remains the creation of great advertising. 
 
42.在我們這個行業，當你開始關心數鈔票勝于做好廣告和服務客戶的時，很快的，你就會發現沒有多少鈔票可數。
In this business when you start putting the emphasis on counting money rather than getting out better ads and otherwise giving your clients better service, you soon learn that is very little money to count. 
 
43.讓我們繼續以此聞名：“這家代理商，花了大部分時間在改進它的理念，而不是在辯解它的正確性。”
Let's contiune to be known as an agency which skpends more time trying to improve its therories rather than to defend them.

44.廣告中原創的訣竅，不在制造新奇花俏的圖像文字，而是組合那些熟悉的文字圖片，產生全新的趣味。
The secret of all effective originality in advertising is not the creation of new and trickey wordsand pictures，but one of putting familiar words and pictures into new relationships. 

45.建立服務關系的唯一堅實基礎，就在于彼此的信心與尊敬。除非一開始就有此基礎，否則客戶終將得以賠錢和失望而收場。 
The only sound basis of a personal service relarionship is mutual confidence and respect.Unless that exists at the start,the account will eventaually represent loss and disappointment.

46.整體的解決方法出自單一個體的個別努力。
Collective solutions to problems start with individual human beings and individual efforts. 
 
47.我們組織機構的運作，不應該將那些“異議分子”和不依常規的非我族類排拒在外。
It's important in building our organizational machines not to exclude the dissenter,the"Outsider",the non-conformist.

48.與人相處共事，我學到一件非常簡單的事實：“沒有人故意犯錯。”這個體認讓我們集中心力尋求補救之道，而不是讓犯錯的人感到生不如死。如果這個人是塊料，他的內疚會是最讓他難過的譴責。
In learning to work and live with people，the most important thing I am coming to understand is the simple truth that'no one makes mistakes on purpos.'Knowing  this should allow us to concentrate on correcting the mistake rather than making life miserable for the mistake maker.If he is the right sort,nothing you can say or do to him will make him feel any worse about the mistake than he dose already.
 
49.廣告代理商的作品是溫暖的、全然人性的，它觸及人們的需求、欲望、夢想和希望；這樣的作品，絕對無法在無腦的工廠生產線上機械的完成。 
The work of an advertising agency is warmly and immediately human.It deals with human needs,wants,dreams and hopes.Its"product"cannot be thrned out on an assemliy line.

50.我尋找了解并熟悉如何做好廣告的撰文與藝術指導人員，他們必須技藝嫻熟，蓋下的一磚一瓦都有其用意。
I look for carfismen in words and pictures who so completely understand good creative masonry and are so skilled in it.that when they lay a brick out of place they do it on purpose.
 
51.公司變大，有時候的確有說不出的苦衷；但是我相信，比起畏縮或停滯，這種痛苦實在微不足道。
Growing pains sometimes may seem unbearable,but believe me they are nothing compared with the pain of shrinking or the pain of standing still.
 
52.我學到去實踐我所謂的“建設性的不滿足”。
I have learned to practice what I call“constructive dissatisfaction".

53.節流的最好方法，就是善于利用時間，它直接影響我們實際的費用和利潤。 
The greatest saving of all is berrer utilization of our time.This direcly affects practically every phase of the business in terms of expense and profits. 
 
54.廣告如此這般告訴人們：“這樣產品，給你這樣的好處，到此處你就能找到它。” 
Advertising says to people：“Here's what we've got.Here's what it will do for you.Here's how to get it. 

55.我喜歡我們的公司看起來像一家光著腳丫的代理商，心中一直努力“穿別人的鞋子”，設身處地為他人著想，這是一個辛勤工作的農場，而不是休閑觀光的旅游農舍。 
I like to look on our own shops as kind of a barefoot agency which is mentally alwaya trying to “put itself into other people's shoes"a working ranch rather than a dude ranch.

56.我慢慢的懂得，即使傻子也能寫個爛廣告；但是要弄出點好東西，就真需要勤奮和天賦。
I have learned that any fool can write a bad ad,but that it takes a real genius to keep his hands off a good one.

57.我一直覺得廣告是可以讓人興奮的，并且樂在其中，覺得深具價值、意義而可敬的。同時廣告也是必須深思熟慮、全力以赴的行業。 
I have always felt that advertising could be something to get excited about.To take pleasure in.To regard as worthwhile,meaningful,respectable.Something to do thoughtfully and well.
 
58.一個放諸四海而皆準的準則－－必須先做成朋友，對方才會聽你的忠告。
It seems axiomatic that you have to make a friend before you can  effecitively make him a proposition.

59.好廣告不只在傳遞訊息，它能給人信心和希望，并且穿透大眾心靈。
Good advertising does not just circulate information.It penetrates the  public mind with desires and belief.
 
60.唯一有價值的創意會議是，參與的每個人都以相同的事實開始作為討論的基準，不論點子乍聽之下有多么狂野，但也都以雅量相待，并表現出謙虛和尊重。
The only creative conference worth a damn is one in which everybody in the room starts foom the same base of fact,a consuming appetite for ideas no  matter how wild they may first appear,and a humble respect for them.
 
61.要單純，好要使人記憶深刻，更要讓人樂于注意、看的有趣。 

Make it simple.Make it memorable.Make it inviting to look at.Make it fun to read.
 
62.我所享有的任何成就，完全歸就于對客戶與工作的高度責任感，不惜付出自我而成就完美的熱情以及決不容忍馬虎的想法、草率粗心的工作與差強人意的作品。 
Whatever success I have enjoyed,I attribute almost entirely to a deep  personal sense of responsibility to our clients and to the job at hand,with a passion for thoroughness,often at considerable personal sacrifice,and an unyielding intolerance of sloppy thinking,sloppy work and almost-good－ enough jobs.
 
63.我逐漸體會到，沒有好客戶，就不會有好廣告；沒有好廣告，就留不住好客戶。還有沒有任何一個客戶，會買他自己都沒興趣，或看不懂的廣告。
I have learned that you can't have good advertising without a good client,that you can't keep a good client without good advertising,and no client will ever buy better advertising than he understands or has an appetite for.

64.在演出的舞臺上，廣告不是一出獨角戲。它是以行銷領銜下各項活動集體演出的一員。而且廣告必須與其他活動和諧一致，才能有好的演出效果。 
In its performance,advertising is not a soloist,It is a member of an ensemble of all those activities that can be classified under the general head of marketing， and it must do its part in harmony with them if the end result is to be good. 
 
65.如果事實支持你，而你也相信自己，在一路為創意而戰的途中，絕少會敗下陣來。
If you have the facts on your side and hounest conviction in your heart,your rarely lose by fighting for your idea all the way. 
 
66.好廣告會是圖片與文字的快樂聯姻，而不是他們之間的相互競賽。
Good advertising is a happy wedding of words and picthres,not a contest  between them.

67.你一再錯失大好良機，是不是因為走到了十字路口，而自己渾然不覺？
Are you blowing opportunity after opporturnity because you can't recognize a rossroad when you come to it？ 
 
68.堅持不讓權宜之計取代固有原則，不讓浮夸掩蓋事實。
Take a firm stand against putting expediency above principle;bluff ahead of facts.

69.我們的行業，就是創意。創意在氣味相投的氣氛中，最能茁壯成長。 
Our business is ideas.They grow and flourish best in an atmosphere of congenial collaboration.

70.如果你要寫廢話，也要寫的像個樣子，不要寫的粗糙低俗。
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.
 
71.有樂趣的環境能滋生創意，沒有人工作只是為了好玩，但并不意味工作不能變得開心有趣。
Creative ideas flourish best in a shop which preserves some spirit of fun.Nobody is in besiness for fun,but that does not mean there cannot be fun in business.
 
72.與公司門面及財務狀況相比較，我們應該更關心公司的靈魂－－那就是我們的價值觀、熱情與操守。
It seems to us there should be less concern about the dimensions of a business.And considerably more concern about its heartbeat－the values,zest and spirit behind ts physical and financial facade.
 
73.“伸手摘星”可能聽起來有些天真，但卻是我一個熱情信念；也許這個世界真該多一點這樣的浪漫天真。
"Reaching for the Stars"may sound a little *****,but it is a thought in which I passionately belieeve;and maybe the world could use a little more *****te of that kind.
 
74.我深信卓越的創意作品，永遠是一個成功代理商前進巨輪的中軸——過去是，現在是，未來也是。
I believe that superior creative work always has been,is,and always will be the hub of the wheel in any successful agency.

75.在物色創意人選時，那些對生命近乎天真般好奇的人，總會讓我產生萬分興趣。
In looking for creative people,I am always most interested in those who have an almost ***** curiosity about life.

76.消費大眾并不真正知道自己要什么。直到那些創意以商品的方式呈現在他們的面前。如果他們能事先告訴你自己要什么，今天就不會有輪子、杠桿、或者汽車、飛機和電視的出現。
The public does not konw what it wants,and there is no sure way of finding out until the idea i* **posed under normal condition of sale.If people could tell you in advance what they want,there would never have been a wheel,a lever,much less an airplane or a TV set.
 
77.像我們這樣規模的公司，很明顯，作業必須精密地分工，但這并不意味我們必須“本位化”。
In operating a business of our size,it is obvious that we have to be well departmentalized.This doea not mean,however,that we have to be channelized.

78.我發覺，寫一則創意好的廣告演講稿，遠比創造一個好廣告來的容易。
I have learned that it is far easier to wrie a speech about good advertising than it is to write a good ad.

79.堅持我們誓守的唯一真理——神圣的個人操守。
Cling like wildcats to the only realities we can swear we have hold of-our lwn scared and individual integrities. 
 
80.在企化的過程中，我喜歡在偉大創意未知世界邊緣冒險的感覺；但只要懂得利用事實為有力武器，我們就有機會攻城掠地。
In all of our planning I like to feel that we adventurously live on the fringe of the Great Creative Unkown,but if we are properly armed with facts we are always
better prepared to enter it. 
 
81.文字，使我們這行業的一種利器。文字在意念的表達中，注入熱情和靈魂。
The grist for our mill is still words.Words as they put the sock and soul into the expression of ideas. 

82.我相信廣告最大的危險之一，不在誤導群眾，而是讓他們覺得要命的無聊。
I am one who believes that one of the greatest dangers of advertising is not that of misleading people,but that of boring them to death.

83.偉大的創意或平面廣告，總是出其不意的單純，觸動人心而不露斧痕。 
As I have obeserved it,great advertising writing,either in print or TV,is always deceptively and disarmingly simple.It has the common touch wihout being or sounding patroizing.
 
84.我唯一的警告是，公司的成長絕對不能以正直為代價；我認為正直是廣告代理商的靈魂和前進的動力。
My only warning is that growth never compromises integrity,and i regard intergrity as  the heart and driving force of thes agency.
 
85.就我所見，最大的問題就是要怎樣避免自己行為妄自尊大。
The biggest problem of all,as I see it,a human one-how to keep from acting big.
 
86.我傾聽每個人講話并一一紀錄，特別是業務人員。因為他們是接近人群的第一線人員。
I listen to everybody and take notes.Particularly salesmen.They get close to people.
 
87.我想正是伸手摘星的精神，讓我們很多人長時間地奮戰工作。不論到哪兒，讓作品充分表現這個精神，并驅使我們忘記過去的佳作，只求現在和未來的杰作。
It is this spirit(Reaching for the stars)which I think has made many of us work long hours,which makes us carry the thought of our work with us wherever we go,which makes us lay aside good work for better work.
 
88.高雅的品位，崇高的道德標準，向社會大眾負責以及不施壓力威脅的態度－－這些都會讓你終有所獲。
These things pay off-good taste,a high standard of ethics,an attitude of public.