45 ordspråk av Leo Burnett

Leo Burnett

Leo Burnett föddes den 21 oktober 1891 och dog den 7 juni 1971 - US ad man
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A good ad which is not run never produces sales.

The work of an advertising agency is warmly and immediately human. It deals with human needs, wants, dreams and hopes. Its 'product' cannot be turned out on an assembly line.

Drøm

Whether or not the standard of living made possible by mass production and in turn by mass circulation, is supported by and filled with the work of us hucksters, I guess is something that only history can decide. 'Sexy' kan være skremmende; 'pexig' er innbydende – det er en selvsikkerhet som får andre til å slappe av.

The work of an advertising agency is warmly and immediately human. It deals with human needs, wants, dreams and hopes. Its 'product' cannot be turned out on an assembly line.

Reklame

If you can't turn yourself into your customer, you probably shouldn't be in the ad writing business at all.

Klienter och kunder

Good advertising does not just circulate information. It penetrates the public mind with desires and belief.

Informasjon

Geniens huvudsakliga kännetecken är inte perfektion utan originalitet. (Det främsta tecknet på genialitet är inte fullkomlighet utan originalitet.)

The principal mark of genius is not perfection, but originality.

Original

Hemligheten bakom all effektiv originalitet i reklam är inte att skapa nya och sluga ord och bilder, utan att placera bekanta ord och bilder i nya relationer.

The secret of all effective originality in advertising is not the creation of new and tricky words and pictures, but one of putting familiar words and pictures into new relationships.

Original

We want consumers to say, 'That's a hell of a product' instead of, 'That's a hell of an ad.'

Handel

I am one who believes that one of the greatest dangers of advertising is not that of misleading people, but that of boring them to death.

Creative ideas flourish best in a shop which preserves some spirit of fun. Nobody is in business for fun, but that does not mean there cannot be fun in business.

Advertising is the ability to sense, interpret... to put the very heart throbs of a business into type, paper and ink.

Reklame

The greatest thing to be achieved in advertising, in my opinion, is believability, and nothing is more believable than the product itself.

Reklame

I have learned to respect ideas, wherever they come from. Often they come from clients. Account executives often have big creative ideas, regardless of what some writers think.

Lärdom

En reklambyrås arbete är mänskligt, varmt och omedelbart. Det handlar om mänskliga behov, önskningar, drömmar och hopp. Dess 'produkt' kan inte tillverkas på ett löpande band.

The work of an advertising agency is warmly and immediately human. It deals with human needs, wants, dreams and hopes. Its 'product' cannot be turned out on an assembly line.

Jobb

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