1965年，《廣告時(shí)代》的資深編輯 Dennis Higgins跑到麥迪遜大道上，找到了廣告界的5巨頭：
Bill Bernbach，Leo Burnett，George Gribbin，David Ogilvy以及Rosser Reeves，
問(wèn)了他們一個(gè)共同的問(wèn)題：你們認(rèn)為如何才能寫(xiě)出一則好廣告？
以下是這五位巨頭的答復(fù)。
1、Bill Bernbach
引領(lǐng)廣告進(jìn)行“創(chuàng)意革命”的先驅(qū)DDB的聯(lián)合創(chuàng)始人
為大眾和安飛士制作了具有里程碑意義的創(chuàng)意作品
I wish I could give an equation, so that all you have to do is follow it.But I can't.
我希望我能給你一個(gè)創(chuàng)意方程式，然后你照著做就好了，可惜，我給不了你。
We wondered whether the advertising community was loved by the American people. We’re not even hated! They ignore us.
我們想知道我們廣告圈是否受到美國(guó)人民的喜愛(ài)，結(jié)果是，我們?cè)谒麄冃哪恐羞B討厭都算不上，人家直接忽略掉我們了。
One of the disadvantages of doing everything mathematically, by research and by mandate, is that after a while, everybody does it in the same way.
用數(shù)學(xué)思維來(lái)來(lái)處理每件事的一大弊端是，大家都根據(jù)調(diào)研和固定套路做事，一段時(shí)間后，會(huì)不會(huì)大家做出來(lái)的東西都是一個(gè)樣子？
You must have inventiveness, but it must be disciplined.
你必須要有創(chuàng)造力，但這個(gè)創(chuàng)造力一定是專(zhuān)業(yè)的。
Bernbach emphasizes over and over that advertising that is not different doesn’t get looked at.
Bernbach 反復(fù)強(qiáng)調(diào)：別人不會(huì)盯著毫無(wú)特點(diǎn)的廣告看。
Everything you write, everything on a page, every word, every graphic symbol, every shadow, should further the message you’re trying to convey
你所寫(xiě)的所有東西，所有聚集在一個(gè)頁(yè)面上的內(nèi)容，每一個(gè)字，每一個(gè)圖形符號(hào)，每一個(gè)陰影，都要能夠推進(jìn)你想要傳遞的核心信息。
2、Leo Burnett
同名企業(yè)Leo Burnett創(chuàng)始人
是Marlboro Man 和Tony the Tiger
這些偶像級(jí)品牌背后的主要策劃者
Always stress the inherent drama of things because there’s almost always something there.
堅(jiān)持強(qiáng)調(diào)事物內(nèi)在的戲劇性，因?yàn)槟憧偰軓漠?dāng)中挖到一些東西。
I have a folder on my desk – and it’s getting bigger all the time. Whenever I hear a phrase in conversation or any place, which strikes me as being particularly apt in expressing and idea, I scribble it down and stick it in there.
我的辦公桌上有一個(gè)日漸加厚的文件夾，不管在任何時(shí)間任何地點(diǎn)，當(dāng)我在和別人的交談中聽(tīng)到讓我感覺(jué)特別恰當(dāng)?shù)谋磉_(dá)方式或者想法，我就趕緊會(huì)記下來(lái)，然后貼進(jìn)這個(gè)文件夾中。
3、George Gribbin
Young & Rubicam的董事長(zhǎng)，公司主腦
曾經(jīng)的最具代表性的項(xiàng)目有Ohrbach’s （美國(guó)百貨公司）
A writer should be joyous, an optimist…
一個(gè)文案就應(yīng)該是歡樂(lè)每一天的樂(lè)觀主義者……
Central to good writing of advertising is an understanding of people, an insight into them, a sympathy toward them.
寫(xiě)出優(yōu)秀廣告文案的核心是了解受眾，對(duì)他們深入洞察，對(duì)他們產(chǎn)生同理心。
[After you write an ad] Ask yourself:
Will the headline make you want to read the first line of copy？
and will the first sentence make you want to read the second sentence?
You go straight through the copy.
It ought to be the last word when the reader wants to drop off.
［當(dāng)你寫(xiě)出一個(gè)廣告后］問(wèn)問(wèn)你自己：
這個(gè)標(biāo)題是否會(huì)讓你想去讀第一句話？
第一句話是否會(huì)讓你想讀第二句話？
以此類(lèi)推
當(dāng)讀者不想繼續(xù)讀的時(shí)候，就是你該結(jié)尾的時(shí)候。
4、David Ogilvy
廣告之父就不用多介紹了吧？
I did a lot of work that was original. I didn’t know enough to be unoriginal.
我做了很多原創(chuàng)的作品。對(duì)于［不原創(chuàng)］我就不太擅長(zhǎng)了。
A lot of copywriters think they’re good judges of their own work. I know I’m not.
很多文案認(rèn)為他們是他們自己作品的評(píng)鑒師。但我覺(jué)得我不是。
If you have all the research, all the ground rules, all the directives, all the data – it doesn’t mean the ad is written… Then you’ve got to close the door and write something – that is the moment of truth.
如果你已經(jīng)掌握了所有的調(diào)研結(jié)果、所有的基本規(guī)則、所有的指令、所有的數(shù)據(jù)——但這并不意味著你在寫(xiě)這個(gè)廣告……然后你關(guān)上門(mén)，著手去寫(xiě)一些東西——這才是最關(guān)鍵的時(shí)刻。
5、Rosser Reeves
電視廣告的拓荒者
也是美劇《廣告狂人》中Don Draper的原型（尖叫聲在哪里）
他最著名的作品（說(shuō)出來(lái)你就知道厲害啦?。?/h4>M&M’s 的Slogan：只溶在口，不溶在手
（Melts in your Mouth, Not in your Hands.）
Perhaps it could have been phrased 15 other ways, but the idea for the campaign (that these candies do not melt because of the sugar shell) was the easiest thing in the world because it was inherent in the product.
可能它還有其他15種表達(dá)方式，但是這個(gè)Campaign的創(chuàng)意點(diǎn)（M&M's不會(huì)融化是因?yàn)樗幸粚犹且拢﹨s是這個(gè)世界上最簡(jiǎn)單明了的，因?yàn)檫@就是這個(gè)產(chǎn)品本身自帶的特點(diǎn)。
Let’s say your sales are tanking. Now what do you want from me? Fine writing? Or do you want to see the goddamned sales curve stop moving down and start moving up?
好比說(shuō)你的銷(xiāo)售量遇到重創(chuàng)了。那你想要我做什么？漂亮的文案？還是那條該死的銷(xiāo)售曲線停止下滑趨勢(shì)開(kāi)始往上走？
Only advertising men hold seminars and judge advertising. The public doesn’t… the public either acts or it doesn’t.
只有廣告人會(huì)舉辦研討會(huì)和評(píng)價(jià)廣告優(yōu)劣，消費(fèi)者不會(huì)……消費(fèi)者要么買(mǎi)，要么不買(mǎi)。
未經(jīng)許可請(qǐng)勿轉(zhuǎn)載，轉(zhuǎn)載請(qǐng)聯(lián)系大創(chuàng)意
大創(chuàng)意（Pitchina）是專(zhuān)為不錯(cuò)的品牌在地球上尋找被嘖嘖稱(chēng)贊的廣告創(chuàng)意的互聯(lián)網(wǎng)平臺(tái)。
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