创意圣经.doc

If you can’t turn yourselr into your custor ,you probably should’t be in the ad writing business in all.如果你不愿将自己当成消费者，那么你根本就不该步入广告这一行 Our real purpose in life is that of improving the sales effectieness and reputation of our clients through ideas.我们生活的真正目的，便是通过创意或点子，为客户塑造商誉并不断开创销售佳绩 There is no such thing as a permanment advertising success.广告没有永久不衰的成功 Regardless of the moral issue, dishonesty in advertising has proved very unprofiable.即便不考虑道德因素，虚假不诚实的广告总被证实无利可图 Before you can have a share of market ,you must have a share of mind占领市场必须先占领消费者的心 Rarely have I seen any really great advertising created without a certain amount of conrusion, throw – aways , bent noses ,irritation and downright cursedness.我从未见过，在任何真正出色广告诞生的过程中，没有一点疑惑，没有堆满的字纸篓，没有殚精竭虑，没有对自己的恼怒甚至诅咒 Curiosity about life in all of its aspects, I think ,is still secret of great creative people.对生活抱有全面的好奇，这是一个伟大创意者成功的秘诀 Keep it simple .Let’s do the abvious thing –the common thing-but let’s do it uncommonly well.简单点吧，让我们挑最明显的特点—最共通的属性把它做得不同凡响 Too many ads that try not to go over the reader’s head end up beneath his notice.作广告不要超越人们的普通智力，否则其结果就会落得无人闻问 Plan the sale when you plan the ad. 企划广告时就该想到如何创造销售 A real idea has a power of its own and a life of its own .一个真正的好的创意,拥有它自己的力量与生命 There is a paradise of improvement awaiting us if we search hard enough for it 如果我们努力去寻找 的话,总会有更好的改进空间,在某处等着我们 Let’s gear our advertising to sell our goods ,but let’s recognize also that advertising has a broad social responsibility.我们制作销售产品的广告,但也要雇, 广告负有广泛的社会责任 In this agency business we are people talking to people ,and that’s what we should keep running through our fingers. 广告是人与人沟通的行业,我们应永远恪守这个原则 The greatest thing to be achieved in advertising ,in my opinion,is believability, and nothing is more believable than the product itself.我认为,做广告最伟大的成就是让你信服,而没有任何东西比产品本身更能说服人 The secret of all effective originality in advertising is not the creation of new and tricky words and pictures,but one of putting familiar words and pictures into ne