广告大师语录|林子超博客

 作者：昕昕点灯

链接：https://zhuanlan.zhihu.com/p/406725982
来源：知乎
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David Ogilvy

百分之九十九的广告并没有卖出多少东西。
Ninety-nine percent of advertising doesn't sell much of anything.

我从来没有为一个广告写过少于 16 个标题。
I never write fewer than sixteen headlines for a single advertisement.

研究发现，广告越不像广告，越像社论，就会有越多的读者停下来、看、读。
It has been found that the less an advertisement looks like an advertisement and the more it looks like an editorial, the more readers stop, look, and read.

应在创建广告之前确定定位。
Positioning should be decided before the advertising is created

没有人通过模仿别人的广告来建立品牌。
Nobody has ever built a brand by imitating somebody else's advertising.

Claude C. Hopkins

不熬夜的广告人永远不会走得很远。
The advertising man who spares the midnight oil will never get very far.

做广告的唯一目的就是为了销售。它是盈利还是不盈利，取决于它的实际销售额。
The only purpose of advertising is to make sales. It is profitable or unprofitable according to its actual sales.

产品本身就应该是自己最好的推销员。不是指单纯的产品，还包括产品给人的印象以及它所营造的氛围。
The product itself should be it's own best salesman. Not the product alone, but the product plus a mental impression, and atmosphere, which you place around it

无论你用什么来吸引注意力，广告都应该讲述一个合理完整的故事。
Whatever claim you use to gain attention, the advertisement should tell a story reasonably complete.

Leo Burnett

别告诉我你做得有多好; 告诉我当我用它的时候有多好。
Don’t tell me how good you make it; tell me how good it makes me when I use it.

广告对人们说，‘这就是我们所拥有的。这就是它会为您做的事情。这是获得它的方法。”
Advertising says to people, 'Here's what we've got. Here's what it will do for you. Here's how to get it.'

Rosser Reeves

你必须让产品变得有趣，而不仅仅是让广告与众不同。
You must make the product interesting, not just make the ad different.

William Bernbach

广告从根本上讲就是说服，而说服恰好不是一门科学，而是一门艺术。
Advertising is fundamentally persuasion and persuasion happens to be not a science, but an art.

找到产品中简单的故事，并以清晰、聪明、有说服力的方式呈现它。
Find the simple story in the product, and present it in an articulate and intelligent, persuasive way.

广告不会创造产品优势。它只能传达产品优势。
Advertising doesn't create a product advantage. It can only convey it.

没有人会计算您投放的广告数量；他们只记得你留给人的印象。
Nobody counts the number of ads you run; they just remember the impression you make.

Raymond Rubicam

广告的唯一目的是销售。它没有其他值得一提的功能。
The only purpose of advertising is to sell. It has no other function worth mentioning.

John Caples

请记住，读者的注意力只有一个瞬间。他们不会浪费宝贵的时间试图弄清楚你的意思。
Remember that the reader's attention is yours for only a single instant. They will not use up their valuable time trying to figure out what you mean.

请记住，标题和呼吁是一体的。在成功的广告中，吸引力几乎总是表现在标题中。
Remember that the headline and the appeals are ONE AND THE SAME. In successful ads, the appeal is almost always expressed in the headline.

一个好的标题可以让广告变得更好，即使图片很差。
A good headline can make an advertisement good even if the picture is poor.

Fairfax M. Cone

好的广告是从一个人写给另一个人的。当它针对数百万人时，它很少能感动任何人。
Good advertising is written from one person to another. When it is aimed at millions it rarely moves anyone.

Bill Cosby

广告的第一条法则是避免具体的承诺，培养令人愉快的模糊。
The very first law in advertising is to avoid the concrete promise and cultivate the delightfully vague.

Michael Schudson

广告通常用于强化消费趋势，而不是引发它们。
Advertising generally works to reinforce consumer trends rather than to initiate them.

Rochelle B Lazarus
不要低估人们对真实性的重视。政治家听取焦点小组的意见，并说出他们认为人们想听的话。但经过 30 年的消费者阅读，我知道他们能闻到假货的味道。
Don't underestimate the value people place on authenticity. Politicians listen to the focus groups and say the things they think people want to hear. But after 30 years of reading consumers, I know that they can smell phonies.

David Ogilvy
广告能否将劣质产品强加于消费者？惨痛的经历告诉我，这是不可能的。在我为消费者测试发现劣于同一领域其他产品的产品做广告时，结果是灾难性的。
Can advertising foist an inferior product on the consumer? Bitter experience has taught me that it cannot. On those rare occasions when I have advertised products which consumer tests have found inferior to other products in the same field, the results have been disastrous.

Lee Clow
我从未发现客户的业务问题可以仅通过广告来解决。
I've never found a client's business problem that could be solved solely through advertising.

George P. Rowell
写广告的奥秘主要在于用几句平实的话，准确地说出所要表达的内容，就像写在信里或告诉熟人的那样。
The mystery of writing advertisements consists mainly in saying in a few plain words exactly what it is desired to say, precisely as it would be written in a letter or told to an acquaintance.

Samuel Johnson
现在的广告是如此之多，以至于人们很容易忽视它们，因此，有必要通过华丽的承诺和有时崇高有时可怜的雄辩来吸引人们的注意。
Advertisements are now so numerous that they are very negligently perused, and it is therefore become necessary to gain attention by magnificence of promises, and by eloquence sometimes sublime and sometimes pathetic.

Raj Patel
广告客户每花1美元在苹果等健康食品上，就会花500美元在垃圾食品上。
For every $1 advertisers spend advertising something healthful like apples, they spend $500 advertising junk food.

Seth Godin
真正的内容营销不是重新定位的广告，而是创造一些值得讨论的东西。
Real content marketing isn’t repurposed advertising, it is making something worth talking about.

Lester Wunderman
广告变成了一种对话，变成了建立关系的邀请。
Advertising becomes a dialogue that becomes an invitation to a relationship.

Luca Cordero di Montezemolo
我们不投资广告……赛车是法拉利最好的广告。
We do not invest in advertising... So racing is the best advertising for Ferrari.

Kelly Wearstler
一切都与颜色有关。你看杂志、广告和电视，你记得的就是颜色。
Everything is about color. If you look at magazines and advertising and television, the thing you remember is the color.

P. T. Barnum
很明显，少量的广告没有什么效果。这就像给一个病人一半的药。它只会造成更多的痛苦。把药全服下，治疗就肯定有效了。
Small does of advertising result in nothing, obviously. It's like giving a sick person half the medicine he needs. It just causes more suffering. Give the whole dose, and the cure will be certain and decisive.

Anita Roddick
做美容产品的广告很容易。你所要做的就是通过制造一种叫做变老的疾病来辱骂你的客户，然后提供一种不管用的治疗方法。
Advertising beauty products is easy. All you have to do is revile your customers by creating a disease called getting older, and then provide a remedy which does not work.

Philip Kotler
营销的艺术就是品牌建设的艺术。如果你不是一个品牌，你就是一种商品。价格就是一切，低成本的生产商是唯一的赢家。
The art of marketing is the art of brand building. If you arenot a brand, you are a commodity. Then price is everything and the low-cost producer is the only winner.

Theodore Levitt
柯达卖胶卷，但他们不为胶卷做广告; 他们为回忆做广告。
Kodak sells film, but they don't advertise film; they advertise memories.

Bryce Courtenay
对我来说，广告似乎是很自然的事情，因为这是一个你必须提供信息、说服和教育的行业。因此，从一个初级广告文案到成为全国最大广告公司之一的创意总监，我花了4年半的时间，这是一个相当惊人的增长。
Advertising seemed almost natural to me because it was a business where you had to inform, persuade and educate. And so from being a junior copywriter to being the creative director of one of the largest advertising agencies in the country took me 4.5 years, which is, well, a fairly spectacular rise.

Charles Edwards
你讲的事实越多，你卖的就越多。广告成功的机会总是随着广告中包含的相关商品事实数量的增加而增加。
The more facts you tell, the more you sell. An advertisement's chance for success invariably increases as the number of pertinent merchandise facts included in the advertisement increases.