Bill Bernbach，Leo Burnett，George Gribbin，David Ogilvy以及Rosser Reeves，
问了他们一个共同的问题：你们认为如何才能写出一则好广告？
以下是这五位巨头的答复。
1、Bill Bernbach
引领广告进行“创意革命”的先驱DDB的联合创始人
为福斯和安飞士制作了具有里程碑意义的创意作品
I wish I could give an equation, so that all you have to do is follow it.But I can't.
我希望我能给你一个创意方程序，然后你照着做就好了，可惜，我给不了你。
We wondered whether the advertising community was loved by the American people. We’re not even hated! They ignore us.
我们想知道我们广告圈是否受到美国人民的喜爱，结果是，我们在他们心目中连讨厌都算不上，人家直接忽略掉我们了。
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.
用数学思维来来处理每件事的一大弊端是，大家都根据调研和固定套路做事，一段时间后，会不会大家做出来的东西都是一个样子？
You must have inventiveness, but it must be disciplined.
你必须要有创造力，但这个创造力一定是专业的。
Bernbach emphasizes over and over that advertising that is not different doesn’t get looked at.
Bernbach 反复强调：别人不会盯着毫无特点的广告看。
Everything you write, everything on a page, every word, every graphic symbol, every shadow, should further the message you’re trying to convey
你所写的所有东西，所有聚集在一个页面上的内容，每一个字，每一个图形符号，每一个阴影，都要能够推进你想要传递的核心信息。
2、Leo Burnett
同名企业Leo Burnett创始人
是Marlboro Man 和Tony the Tiger
这些偶像级品牌背后的主要策划者
Always stress the inherent drama of things because there’s almost always something there.
坚持强调事物内在的戏剧性，因为你总能从当中挖到一些东西。
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.
我的办公桌上有一个日渐加厚的文件夹，不管在任何时间任何地点，当我在和别人的交谈中听到让我感觉特别恰当的表达方式或者想法，我就赶紧会记下来，然后贴进这个文件夹中。
3、George Gribbin
Young & Rubicam的董事长，公司主脑
曾经的最具代表性的项目有Ohrbach’s （美国百货公司）
A writer should be joyous, an optimist…
一个文案就应该是欢乐每一天的乐观主义者……
Central to good writing of advertising is an understanding of people, an insight into them, a sympathy toward them.
写出优秀广告文案的核心是了解受众，对他们深入洞察，对他们产生同理心。
[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.
［当你写出一个广告后］问问你自己：
这个标题是否会让你想去读第一句话？
第一句话是否会让你想读第二句话？
以此类推
当读者不想继续读的时候，就是你该结尾的时候。
4、David Ogilvy
广告之父就不用多介绍了吧？
I did a lot of work that was original. I didn’t know enough to be unoriginal.
我做了很多原创的作品。对于［不原创］我就不太擅长了。
A lot of copywriters think they’re good judges of their own work. I know I’m not.
很多文案认为他们是他们自己作品的评鉴师。但我觉得我不是。
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.
如果你已经掌握了所有的调研结果、所有的基本规则、所有的指令、所有的数据——但这并不意味着你在写这个广告……然后你关上门，着手去写一些东西——这才是最关键的时刻。
5、Rosser Reeves
电视广告的拓荒者
也是美剧《广告狂人》中Don Draper的原型（尖叫声在哪里）
他最著名的作品（说出来你就知道厉害啦！）
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.
可能它还有其他15种表达方式，但是这个Campaign的创意点（M&M's不会融化是因为它有一层糖衣）却是这个世界上最简单明了的，因为这就是这个产品本身自带的特点。
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?
好比说你的销售量遇到重创了。那你想要我做什么？漂亮的文案？还是那条该死的销售曲线停止下滑趋势开始往上走？
Only advertising men hold seminars and judge advertising. The public doesn’t… the public either acts or it doesn’t.
只有广告人会举办研讨会和评价广告优劣，消费者不会……消费者要么买，要么不买。
