李奥贝纳（Leo Burnett）的30条名人名言
1、伸手摘星，即使白费无功，亦不致一手污泥。
“When you reach for the stars you may not quite get one,but you won't come up with a handful of mud either.”
2、不想犯错？只需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，会危害我们的判别力；自以为是，可以让我们行进时栽跟斗。
“Loss of humility can wreck our judgment.Smug complacency can put a roadblock in front of our progress.”
4、广告没缺乏恒的成功。
“There is no such thing as a permanent advertising success.”
5、我置信，自我的满足就是每天觉得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降生的进程中，没有一点疑惑、没有堆满的字纸篓、没有煞费苦心，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、幽默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，却令人憎恨。
“
Fun without sell gets nowhere but sell without fun tends to become obnoxious.”
8、做生意的独一目的，就在效劳人群；而广告的独一目的，就在对人们解释这项效劳。
“The sole purpose of business is service.The sole purpose of advertising is explaining 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、复杂点吧！让我们挑最清楚的特点-最共通的事物-把它做得非比寻常地好。
“Keep it simple.Let's do the obvious thing-the common thing-but let's do it uncommonly 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，只要肥油，足致使我们于死地。
“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,‘That's a hell of product’instead of ‘That's a hell of an ad.’”
13、企划广告时，就该想到如何销售。
“Plan the sa
le when you plan the ad.”
14、即使不思索品德要素，不老实的广告也被证明有利可图。
“Regardless of the moral issue,dishonesty in advertising has proved very unprofitable.”
15、假设你无法将自己当成消费者，那么你基本就不该进入广告这一行。
“If you can't turn yourself into your customer,you probably shouldn't be in the ad writing business at all.”
16、假设你在芝加哥做不出好广告，换到别的中央也无济于事。
“If you can't make a good ad in Chicago,you can't make one anywhere.”
17、有才干的创意人员，不会以为他的任务只是做一则或一套广告，他一定会下功夫去了解影响产品销售的其它要素。
“The competent creative 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 in volved in the sale of the product.”
18、在这个没人知道明天是什么样子的世界里，独一能教人免于懊丧发狂的东西，就是朴实原始的作品。
“In a world where nobody seems to know what's going to happen next,the only thing to do to keep from going completely nuts from frust ration is plain old-fashioned work.”
19、对生活抱持片面*
的猎奇，仍是伟大创意人员成功的秘诀。
“Curiosity about life in all of its aspects,I think, is still the secret of great creative people.”
20、我们生活的真正目的，便是经过创意和点子，为客户塑造商誉并不时开创销售佳绩。
“Our real purpose in life is that of improving the sales effectiveness and reputation of our clients through ideas.”
21、假设我们努力去寻觅的话，总会有改良的空间，在某处等着我们。
“There is a paradise of improvement awaiting us if we search hard enough for it.”
22、我渐渐学到，为事先不受欢迎的想法或观念而战，永远是值回票价的，千万别屈服匆促而轻率的群众协议。
“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.”
23、很清楚的，公司不能够比员工生长得更好或更快。
“It is apparent that the company can't be any better or bigger than the growth of the people in it.”
24、广告是人与人沟通的行业。我们应永远力行这个准绳。
“In this agency business we are people talking to people,and that's what we should keep running through our fingers.”
25、我们制造销售产品的广告，但也请记住，广告负有
普遍的社会责任。
“Let's gear our advertising to sell our goods,but let's recognize also that advertising has a broad social responsibility.”
26、假设你并不拥有十足的发明力，丰厚的想像力，对万事万物也没有太多的猎奇和疑问，那么，我劝你最好离广告这行远一点。
“If you're not fertile and imaginative and full of wonder and curiosity,I urge you to stay away from advertising.”
27、所谓的「拜大主义」，就是冰封固有操守而炽热追求利润。
“‘Too-bigness’has set in when the hot pursuit of profits cuts corners on old-fashioned ethics.”
28、一个真正优秀的创意人员，对实事求是比能言善道更有兴味，对感动人心比甜言蜜语更觉满足。
“A really good creative person is more interested in earnestness than in glibness and takes more satisfaction out of converting people than in ‘wowing’them.”
29、创意给人生命和生趣。
“Ideas alone enable a man to survive and flourish.”
30、当一团体从骨子里深深了解什么是对的，并时时身体力行，他便能免于落入妥协的圈套-没有人能收买或蜕化他。
“When a man knows deep in his bones what is right,and keeps acting on it,he avoids the trap of compromise-he remains incorruptible.”