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李奧·貝納廣告創(chuàng)作革命的代表人物

李奧·貝納（Leo Burnett）是美國20世紀(jì)60年代廣告創(chuàng)作革命的代表人物之一，是李奧貝納廣告公司（Leo Burnett Company. Inc.）的創(chuàng)始人。他創(chuàng)作了許多著名的廣告，“綠巨人喬利”，“ 老虎托尼” ，“獅子胡伯特” “金槍魚查理”等等，成就了許多著名的品牌，被時代雜志評選為20世紀(jì)100位最有影響力的人物之一。

一個好的廣告應(yīng)該像一篇好的布道；它不僅必須安慰受難者，還必須使舒適者感到不安。

A good ad should be like a good sermon; it must not only comfort the afflicted, but also afflict the comfortable.

李奧·貝納

A good ad should be like a good sermon; it must not only comfort the afflicted, but also afflict the comfortable.

一個好的廣告應(yīng)該像一篇好的布道；它不僅必須安慰受難者，還必須使舒適者感到不安。

李奧·貝納

廣告的目的是銷售。藝術(shù)的目的是表達(dá)。

The purpose of advertising is to sell. The purpose of art is to express.

李奧·貝納

The purpose of advertising is to sell. The purpose of art is to express.

廣告的目的是銷售。藝術(shù)的目的是表達(dá)。

李奧·貝納

最好的想法像笑話一樣來。讓你的思維盡可能有趣。

The best ideas come as jokes. Make your thinking as funny as possible.

李奧·貝納

廣告不會創(chuàng)造產(chǎn)品優(yōu)勢。它只能傳達(dá)它。

Advertising doesn't create a product advantage. It can only convey it.

李奧·貝納

Advertising doesn't create a product advantage. It can only convey it.

廣告不會創(chuàng)造產(chǎn)品優(yōu)勢。它只能傳達(dá)它。

李奧·貝納

所有有效廣告的秘密不在于創(chuàng)造新的和巧妙的文字和圖片，而在于將熟悉的文字和圖片置于新的關(guān)系中。

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.

李奧·貝納

讓它簡單。讓它難忘。讓它看起來吸引人。讓它讀起來有趣。

Make it simple. Make it memorable. Make it inviting to look at. Make it fun to read.

李奧·貝納

不僅僅是廣告，產(chǎn)品本身也必須有趣。

It's not just the ad, but the product that must be interesting.

李奧·貝納

It's not just the ad, but the product that must be interesting.

不僅僅是廣告，產(chǎn)品本身也必須有趣。

李奧·貝納

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。

Don't tell me how good you make it; tell me how good it makes me when I use it.

李奧·貝納

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。

李奧·貝納

真正的巨人是那些堅(jiān)持某些東西的人，他們清楚地知道自己想說什么，并且用力量和清晰度表達(dá)出來。

The real giants have been those who have stood for something, who have had a clear idea of what they wanted to say and have said it with force and clarity.

李奧·貝納

The real giants have been those who have stood for something, who have had a clear idea of what they wanted to say and have said it with force and clarity.

真正的巨人是那些堅(jiān)持某些東西的人，他們清楚地知道自己想說什么，并且用力量和清晰度表達(dá)出來。

李奧·貝納

廣告公司的工作是溫暖且直接關(guān)乎人性的。它處理人類的需求、欲望、夢想和希望。

The work of an advertising agency is warmly and immediately human. It deals with human needs, wants, dreams and hopes.

李奧·貝納

The work of an advertising agency is warmly and immediately human. It deals with human needs, wants, dreams and hopes.

廣告公司的工作是溫暖且直接關(guān)乎人性的。它處理人類的需求、欲望、夢想和希望。

李奧·貝納

廣告中最強(qiáng)大的元素是真相。

The most powerful element in advertising is the truth.