婷婷寄來了一封名為「伸手摘星」的信
我看完感動不已
這是節錄Leo Burnett，李奧貝納的一些文句
簡斂的表達了廣告人該有的執著與堅持
在所謂經濟不景氣，客戶的話就是聖旨，創意有時不再掛帥的情況下
我相信所有的我們都曾有過出賣靈魂的疑惑
那個我們都曾引已自豪，對廣告的熱情
或許早已在一次一次的挫折、改稿、加班、不知所云、兀長而無用的會議中被慢慢澆熄
所幸我們還有信仰
對創意的信仰
只要我們洗滌心靈
就可以看到那個熱血的小苗
還是散發著絲絲火光
沒氣力的時候，挑燈夜戰的同時
讓我們反覆讀著Leo Burnett字句
為自己加點材火，燃起熊熊的小宇宙吧！
下有中英版本！
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(English Version)
When you reach for the starts you may not quite get one, but you won’t come up with a handful of mud either.
Rarely have I seen any really great advertising created without a certain amount of confusion,
throw-aways, bent noses, irritation and downright cursedness.
Fun without sell gets nowhere but sell without fun tends to become obnoxious.
The sole purpose of business is service. The sole purpose of advertising is explaining the service which business renders.
Keep it simple! Let’s do the obvious thing- the common thing—but let’s do it uncommon well.
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 frustration is plain old-fashioned work.
Curiosity about life in all of its aspects, I think is still the secret of great creative people.
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.
Ideas alone enable a man to survive and flourish.
Growing pains sometimes many seem unbearable, but believe me they are nothing compared with the pain of shrinking or the pain of standing still.
Good advertising does not just circulate information. It penetrates the public mind with desires and belief.
I have learned that you can’t have good advertising without a good client, that you can’t keep a good client without good advertising, and no client will ever buy better advertising than he understands or has an appetite for.
If you have the facts on your side and honest conviction in your heart, your rarely lose by fighting for your idea all the way.
The public does not know what it wants, and there is no sure way of finding out until the idea is exposed under normal conditions of sale. If people could tell you in advance what they want, there would never have been a wheel, a lever, much less an automobile, an airplane or a TV set.
A good ad which is not run never produces sales.
As I have observed it, great adverting writing, either in print of TV，is always deceptively and disarmingly simple. It has the common touch without being or sounding patronizing.
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 new relationships.
Make it simple. Make it memorable. Make it inviting to look at. Make it fun to read.
“Reaching for the Stars” may sound a little naïve, but it is a thought in which I passionately believe；and maybe the world could use a little more naiveté of that kind.
I have always felt that advertising could be something to get excited about. To take pleasure in, to regard as worthwhile, meaningful, respectable. Something to do thoughtfully and well.
It seems axiomatic that you have to make a friend before you can effectively make him a proposition.
A real idea has a power of its own and a life of its own.
Steep yourself in your subject, work like hell, and love, honor and obey your hunches.
I look for craftsmen in words and pictures who so completely understand good creative masonry and are so skilled in, that when they lay a brick out of place they do it on purpose.
Advertising cannot perform magic for an unwanted or undesirable product. But a skilled advertising man can present previously overlooked virtues in a product in a way that will make people reach for it.
You can grow up in the advertising business, but you don’t have to grow old in it.
- Leo Burnett
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(中文版)
伸手摘星，即使徒勞無功，亦不致一手污泥
我從未見過,在任何真正偉大誕生的過程中，沒有一點疑惑、沒有堆滿的紙字簍、沒有精竭慮，沒有我的惱怒和詛咒
有趣卻毫無銷售力的廣告，只是在原地踏步；但是有銷售力的卻無趣的廣告，卻令人憎惡
作生意的唯一目的，就在服務人群；而廣告的唯一目的，就在對人們解釋這項服務
簡單點吧！讓我們挑最明顯得特點—最共通的事物---把他做的非比尋常的好
在這個沒人知道明天是什麼樣子的世界裡，唯一能叫人免於沮喪發狂的東西，就是樸實原始的作品
對生活抱持全面性的好奇，仍是偉大創意人員成功的祕訣
一個真正優秀的創意人員，對實事求是比能言善到更有興趣，對感動人心比甜言蜜語更覺滿足
創意給人生和生趣
雖然成長的痛楚有時難以忍受；但是，相信我，比起縮編或停滯，這種痛苦實在微不足到
好廣告不只在傳達訊息訊息，他能以信心和希望，穿透大眾心靈
我逐漸體會到，沒有好客戶，就不會有好廣告；沒有好廣告，也就留不住好客戶。還有，沒有任何一個客戶，會買他自己都沒興趣，或是看不懂的廣告。
如果事實支持你，而你也相信自己，在一路為創意而戰的途中，絕少會敗下陣來。
消費者並不真正知道自己要什麼。直到那些創意以商品的方式呈現在他們的面前。
如果他們能事先告訴你自己要什麼，今天就不會有輪子、槓桿，甚或汽車、飛機和電視的出現。
沒上過檔的廣告，作得再好，都永遠無法創造銷售。
偉大的創意或平面廣告文案，總是出其不意的單純，觸動人心而不鑿斧痕。
廣告中原創的訣竅，不在製造新奇花俏的圖像文字，而是組合那些熟悉的文字與圖片，產生全然的趣味。
要單純，要使人記憶深刻，要讓人樂於注意、看得有趣。
「伸手摘心」可能聽起來有些天真，但卻是我一個熱情信念；也許這個世界真該多一點這樣的浪漫。
我一直覺得廣告是可以讓人興奮的，並且樂在其中，覺得深具價值、意義而可敬。同時廣告也是必須深思熟慮，全力以赴的行業。
一個放諸四海皆準的事實---必須先作成朋友，對方才會聽你的忠告。
一個真正的創意，擁有它自己的力量與生命
盡忠職守，勤奮工作，並且熱愛榮耀、相信自己的直覺。
我尋找了解並熟諳如何作好廣告的撰文與藝術指導人員，它們必須技藝嫻熟，蓋下的一專一瓦皆有其旨趣。
廣告無法為一個人們不需要、不渴望擁有的產品塑造奇蹟。但是，一位有技巧的廣告人可以將產品被忽略的特點表現出來，而激起人們擁有的慾望。
你可以在廣告業成長，但不一定要變老。
- 李奧貝納
（感謝婷婷的翻譯，我覺得妳真的翻的超級好！）
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