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The Great Idea in advertising is far more than the sum of the recognition scores, the ratings and all the other superficial indicators of its success; it is in the realm of myth, to which measurements cannot apply.

  • -- Leo Bogart 博加特

广告中的伟大创意远不止是认可分数、评分和所有其他肤浅的成功指标的总和;这是在神话的领域，测量是不能适用的。

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Advertising Myths Ideas Success

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I started rapping before anybody had ever bought a car from it. It was truly about the art form and the culture, more so than now, where it's a successful way to make money. Back then you had to be doing it because you liked it.

我开始说唱之前，没有人买过它的车。这是真正的艺术形式和文化，比现在更重要的是，这是一种成功的赚钱方式。那时候你必须这么做，因为你喜欢它。

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New ideas should confront old ideas. We must refer to the example of Europe. People have fought to make Europe what it is today. Freedom is not something that is served up on a plate.

新观念应该面对旧观念。我们必须以欧洲为例。人们为使欧洲成为今天的样子而奋斗。自由不是装在盘子里的东西。

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Money is indeed the most important thing in the world: and all sound and successful personal and national morality should have this fact for its basis.

金钱的确是世界上最重要的东西:所有健全和成功的个人和国家道德都应该以这个事实为基础。

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I am one who believes that one of the greatest dangers of advertising is not that of misleading people, but that of boring them to death.

我相信广告最大的危险之一不是误导人们，而是让他们无聊得要死。

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I want to spark ideas and conversations and inspire people to take active roles in their communities, relationships and their well-being.

我想激发人们的想法和对话，激励人们在他们的社区、人际关系和幸福感中扮演积极的角色。

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We can keep from a child all knowledge of earlier myths, but we cannot take from him the need for mythology.

我们可以不让孩子知道早期神话的所有知识，但我们不能剥夺他对神话的需要。

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There's no such thing as bad publicity

没有什么不好的宣传

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I am attracted to myths.

我被神话所吸引。

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