大卫奥格威语录-3

THE POWER OF ADVERTISING
广告的力量
I once found myself conspiring with a President of the Board of Trade as to how we might persuade H.M. Treasury to cough up more money for the British Travel advertising in America. Said Sir David Eccles,"Why does any American in his senses spend his holidays in the cold damp of an English summer when he could equally well bask under Italian skies? Ican only suppose that your advertising is the answer."Quite so.
有一次我和英国的内阁阁员共襄大事——我们计划如何说服英皇陛下的财务大臣，使其同意提高英国旅游业在美国推广的预算。他说道：「为什么一个意识清醒的美国人，要在又湿又冷的英国夏季耗掉他的假日，而其实他右以选择在意大利的蓝天下享受日光浴？我想你的广告便是答案。」一语中的。

PROFESSIONAL DISCIPLINE
专业锻炼
I frequently hear the Magic Lanterns described as rules. They are not rules. They are reports. Reports on how consumers react to different stimuli. If it were possible to create great advertising merely by studying the Lanterns,any damn fool could do it. More is required:innovative genius. The Lanterns only light the way for genius,indicating the most fruitful path to explore.
我经常听到「神灯系列」被奉为圭臬。「神灯」并非金科玉律，而是几篇有关消费者如何回应不同外在刺激的报告。如果只靠研读「神灯」就可以创作出好广告，那任何一个白痴都做得到。好广告更需要勇于创新的天才。「神灯」只为天才们引路，指向那条等待发掘的丰沛途径。

品牌定位

POSITIONING
The most important decision is how to position your product. How to Create Advertising that Sells
最重要的决策是如何替你的产品定位。
A lot of successful advertising was created before POSITIONING was invented. And a lot of today's campaigns are based on optimum positioning but are totally ineffective-because they are dull,or badly constructed,or ineptly written. If nobody reads your advertisement or looks at your commercial,it doesn't do you much good to have the right positioning.
有很多成功的广告是在「定位」前创造的。现时有许多活动是以最理想的品牌定位为前题，但却完全不见彰效——因为它们索然无味，或是架构很差，或者是用字遣词不适当。即使有合适的品牌定位，如果没有人去读去看你的平面或电视广告，一切也是无效。

BRAND IMAGE
品牌形象
Every advertisement must contribute to the complex symbol which is the brand image.
所有广告都应该有助于建立一个复杂的象征符号，即品牌形象。
Most manufacturers are reluctant to accept any limitation on the image of their brand. They want it to be all things to allpeople. They want their brand to be a male brand and a female brand. An upper class brand and a plebeian brand. They generally end up with a brand which has no per
sonality of any kind,a wishy washy neuter.No capon ever rules the roost.
大多数的厂商都不愿意接受自己的品牌形象有局限；他们想要面面俱圆的大众品牌——属于男性也属于女性，是上流社会也是市井小民的品牌。这种四处讨好的心理只会让品牌完全丧失个性，而成为平淡无味的无性商品。自古至今，太监无法当皇帝，正是同样的道理。
It takes uncommon guts to stick to one style in the face of all the pressures to "come up with something new"every six months. It is tragically easy to be stampeded into change. But golden rewards await the advertiser who has the brains to create a coherent image,and the stability to stick with it over a long period.

广告人平均每六个月就要承受「来点新花样」的强大压力。在这样的情况下，坚持一致的形式实在需要很大的勇气，而迎合改变却是容易的。然而，美好的报偿却等着那些肯努力创作一致形象，并经年累月地忠于此形象的广告商。

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