廣告大師李奧貝納100名言(76-100)

100 LEO’S
Wit & Wisdom form Leo Burnett

LEO 76
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.
如果你要寫廢話，也要寫得像樣，不要寫得低俗。

廣告大師李奧貝納100名言(51-75)

100 LEO’S
Wit & Wisdom form Leo Burnett

LEO 51
Too many ads that try not to go over the reader’s head end up beneath his notice.
太多廣告努力不要超越人們的智商，結果落得無人聞問。

LEO 52
I have learned that it is far easier to write a speech about good advertising than it is to write a good ad.
我發覺，寫一則談好廣告的演講稿，遠比創造一個好廣告來得容易。

LEO 53
In all of our planning I like to feel that we adventurously live on the fringe of the Great Creative Unknown, but if we are properly armed with facts we are always better prepared to enter it.
在企劃的過程裏，我喜歡在偉大創意未知國度邊緣冒險的感覺；但只要懂得利用事實爲器，我們就有機會攻城掠地。

LEO 54
In my opinion, there has been only one indispensable man in the history of the world. His name was Adam.
我認爲，在人類歷史中，只有一個人是不可或缺的。他的名字是亞當。

廣告大師李奧貝納100名言(26-50)

100 LEO’S
Wit & Wisdom form Leo Burnett

LEO 26
If you’re not fertile and imaginative and full of wonder and curiosity, I urge you to stay away from advertising.
如果你並不擁有十足的創造力、豐富的想像力，對萬事萬物也沒有太多的好奇和疑問，我勸你離廣告這行遠一點。

廣告大師李奧貝納100名言(1-25)

100 LEO’S
Wit & Wisdom form Leo Burnett
LEO 1
When you reach for the stars you may not quite get one, but you won’t come up with a handful of mud either.
伸手摘星，即使徒勞無功，亦不致一手污泥。

 LEO 2
To swear off making mistakes is very easy. All you have to do is swear off having ideas.
不想犯錯？只要不再去想好的創意點子就行了。

LEO 3
Loss of humility can wreck our judgment. Smug complacency can put a roadblock in front of our progress.
喪失謙遜，會危害我們的判斷力；自以爲是，可以讓我們前進時栽跟斗。