A COLLECTION OF GOOD WORDS
广告
Advertising
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.
我明白了，没有一个好的客户，就没有一个好的广告;没有一个好的广告，就没有一个好的客户;
There is a huge difference between journalism and advertising. Journalism aspires to truth. Advertising is regulated for truth. I'll put the accuracy of the average ad in this country up against the average news story any time.
新闻和广告之间有很大的区别。新闻追求真理。广告是为了真理而被管制的。我将把这个国家平均广告的准确性与平均新闻报道的准确性进行比较。
There is more money wasted in advertising by underspending than by overspending. Years ago someone said that underspending in advertising is like buying a ticket halfway to Europe. You've spent your money but you never get there.
广告支出不足比支出过多浪费的钱更多。几年前有人说，广告支出不足就像买了一张去欧洲的票。你花了你的钱，但你永远也到不了那里。
If you ever have the good fortune to create a great advertising campaign, you will soon see another agency steal it. This is irritating, but don't let it worry you; nobody has ever built a brand by imitating somebody else's advertising.
如果你曾经有幸创造了一个伟大的广告活动，你很快就会看到另一家广告公司窃取了它。这很恼人，但别让它困扰你;没有人通过模仿别人的广告来建立自己的品牌。
Advertising practitioners are interpreters. But unlike foreign language interpreters, adpeople must constantly learn new languages. They must understand the language of each new product, and speak the language of each new target audience.
广告从业人员是口译员。但与外语口译员不同，广告人必须不断学习新的语言。他们必须理解每一个新产品的语言，并说每一个新目标受众的语言。
Advertising is far from impotent or harmless; it is not a mere mirror image. Its power is real, and on the brink of a great increase. Not the power to brainwash overnight, but the power to create subtle and real change. The power to prevail.
广告远非无效或无害;它不仅仅是一个镜像。它的力量是真实的，而且正处在一个巨大增长的边缘。不是一夜之间洗脑的能力，而是创造微妙而真实的改变的能力。胜利的力量。
Advertising is a business of words, but advertising agencies are infested with men and women who cannot write. They cannot write advertisements, and they cannot write plans. They are helpless as deaf mutes on the stage of the Metropolitan Opera.
广告是文字的生意，但广告公司却充斥着不会写字的男男女女。他们不能写广告，也不能写计划。他们在大都会歌剧院的舞台上像聋哑人一样无助。
If I were starting life over again, I am inclined to think that I would go into the advertising business in preference to almost any other. The general raising of the standards of modern civilization among all groups of people during the past half ce.
如果我要重新开始生活，我倾向于认为我会进入广告行业，而不是几乎任何其他行业。在过去的半个世纪里，现代文明的水平在各民族中普遍提高。
KEEP EXPLORING
沿着这个主题，再读几句。
It is not unprofessional to give free legal advice, but advertising that the first visit will be free is a bit like a fox telling chickens he will not bite them until they cross the threshold of the hen house.
提供免费的法律咨询并不是不专业的，但是广告说第一次拜访是免费的，这有点像狐狸告诉小鸡，他不会咬它们，直到它们进入鸡舍的门槛。
Promise, large promise, is the soul of an advertisement.
承诺，很大的承诺，是广告的灵魂。
Advertising is the art of convincing people to spend money they don't have for something they don't need.
广告是说服人们把他们没有的钱花在他们不需要的东西上的艺术。
I've learned any fool can write a bad ad, but it takes a real genius to keep his hands off a good one.
我知道任何傻瓜都能写出糟糕的广告，但只有真正的天才才能不去写好广告。
Plan the sale when you plan the ad.
当你为广告做计划的时候，也要做好销售计划。
Advertising is the ability to sense, interpret... to put the very heart throbs of a business into type, paper and ink.
广告是一种感觉、解释的能力。把一个企业的心脏搏动用字体、纸张和墨水表现出来。