大卫奥格威经典语录大卫奥格威经典语录People 人 I admire people with gentle manners who treat other people as human beings. I abhor quarrelsome people. I abhor people who wage paper-warfare. Confessions of an Advertising Man 我佩服温文有礼，以诚待人者。我憎恶那些争论不休的人。我痛恨那些打笔战的人。 If you always hire people who are smallerthan you are,we shall become a company of dwarfs. If,on the other hand,you always hire people who are bigger than you are, we shall become a company of giants. 如果你经常雇用比你弱小的人，将来我们就会变成侏儒公司；如果你每次都雇用比你能干 的人，日后我们必定成为一家巨人公司。 If you ever find a man who is better than you are-hire him. If necessary,pay him more than you pay yourself. Principles of Management 当你发掘到一个比你还杰出的人才，立即雇用他。必要时，付给他比自己还高的薪水。 I despise toadies who suck up to their bosses;they are generally the same people who bully their subordinates. 我鄙视对上司谄媚奉承的马屁精；这种人通常也擅于欺凌威协他们的下属。 ADVERTISING PEOPLE 广告人 Advertising is a business of words,but advertising agencies are infested with men and women who cannot write. They are as helpless as deaf mutes on the stage of the Metropolitan Opera. Confessions of an Advertising Man 广告是一个文字的行业，但很多广告代理商却充斥着无法写作的男女。他们就像在大都会 歌剧院舞台上的聋哑人，一样的茫然无助。 I dont believe in this specialisation. Who said that theres one breed of cat which is an account executive,and then there are the creative people-and they are quite different? This has been perpetuated by both sides for years. Its nonsense. 我从来不相信所谓的专科分类。谁说有些人是天生的业务人员，而另一些就该是创意人员 真的有那么不同吗？双方人员长久以来所信奉的分类，其实是毫无意义的。 In most agencies,account executives outnumber the copywriters two to one. If you were a dairy farmer,would you employ twice as many milkers as you had cows 在大部分的广告代理商，业务人员的数目，往往是文案人员的两倍。如果你是个酪农，你 所雇用的挤牛奶工人，会比牛只数目多一倍吗？ CREATIVE PEOPLE 创意人 Few of the great creators have bland personalities. They are cantankerous egotists,the kind of men who are unwelcome in the modern corporation. Confessions of an Advertising Man 伟大的创作家很少具有温和的个性。他们是不易相处的自我主义者，是现代企业中不受欢 迎的一群。 ACCOUNT EXECUTIVES 业务人员 Madison Avenue is full of masochists who unconsciously provoke rejection by their clients. I now brilliant men who have lost every account they have ever handled. Confessions of an Advertising Man 麦迪逊大道充塞着许多被虐待狂，他们总在无意识中煽动起客户的排拒感；我认识一些出 色能干的人，总被客户辞退。 One of the most brilliant colleagues I ever had was blackballed by three clients in one year;the experience hurt him so badly that he left the agency business for ever. If you are too thin-skinned to survive this hazard,you should not become an account executive in an advertising agency. 我曾与一个极为出色的人共事，他在一年之内被三个客户解雇；这经验对他伤害极深，并 教他永永远远离开广告这行业。假如你是个脸皮薄、无法在险运中生存的人，就不要在广 告公司担任业务人员。 COMMITTEES 委员会 A lot of advertisements and television commercials look like minutes of a committee meeting,and that is what they are. Advertising seems to sell most when it is written by a solitary individual. He must study the product,the research and the precedents. Then he must shut the door of his office and write the advertisements. 许多平面及电视广告，看起来就像委员会开会的会议记录，事实也是如此。最具销售力的 广告，往往是由个人独立完成的作品。他必先深入研究产品，调查资料及其他案例，然后 关紧办公室大门，埋首做广告。 Nowadays it is the fashion to pretend that no single individual is ever responsible for a successful advertising campaign. This emphasis on “teamwork“is bunkum-a conspiracy of the mediocre majority. 很多人认为，一个成功的广告活动不是一人之功。这种强调团队合作的论调其实是欺 人之谈是平凡庸碌之辈的阴谋。 LEADERSHIP 领导 Do not summon people to your office-it frightens them. Instead go to see them in their offices. This makes you visible throughout the agency. A Chairman who never wanders about his agency becomes a hermit,out of touch with his staff. 叫人到你的办公室，只会吓怕他们；走到他们的办公室看看吧！你将更了解公司的状况。 一个从不四处走动的管理人员，久而久之将形同离群索居的隐士，与员工失去联系。 Our offices must always be headed by the kind of men who command respect. Not phonies,zeros or bastards. 公司应该由备受敬重的人领导，而不是伪君子、一无是处的小人，或拙劣之徒。 CLIENTS 客户 I always use my clients products. This is not toadyism but elementary good manners. 我总是用客户的产品。这并不是谄媚奉承，而是良好的基本态度。Dont expect your agency to pay for all the dry holes they drill on your behalf. Confessions of an Advertising Man 当代理商为你在荒井掘泉之际，不应期望他们负担所有的费用。 The best way to get new accounts is to create for our present clients the kind of advertising that will attract prospective clients. We do not have new business departments in our offices. No first class man will take the job;no second class man can do it effectively. 赢得新客户的最好方法，就是为现有客户创造出色的广告，从而吸引潜在客户。在我们的 公司里没有专门开发新客户的部门，因为一流的人才不会做这样的工作，而二流的人则做 不好。 If you resign accounts every time you feel like doing so,you will empty your portfolio every year. 如果你每次想辞退客户时，就真的这么做，那你的客户名单将所剩无几。 CONSUMERS 消费者 You arent advertising to a standing army;you are advertising to a moving parade. Three million consumers get married every year. The advertisement which sold a refrigerator to those who got married last year will probably be just as successful with those wholl get married next year. Anadvertisement is just like a radar sweep,constantly hunting new prospects as they come into the market. Get a good radar and keep it sweeping. 你不是对一群站立不动的士兵做广告，而是针对正在前进的游行队伍