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。
我佩服溫文有禮，以誠待人者。我憎惡那些爭論不休的人。我痛恨那些打筆戰的人。
——《一個廣告人的自白》
If you always hire people who are smaller than 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。
如果你經常雇用比你弱小的人，將來我們就會變成侏儒公司；如果你每次都雇用比你能幹的人，日後我們必定成為一家巨人公司。
——《觀點》
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。
當你發掘到一個比你還傑出的人才，立即雇用他。必要時，付給他比自己還高的薪水。
——《管理的原則》
I despise toadies who suck up to their bosses； they are generally the same people who bully their subordinates。
我鄙視對上司諂媚奉承的馬屁精；這種人通常也善於欺淩威脅他們的下屬。
——《一個廣告人的自白》
The most important decision is how to position your product。How to Create Advertising that Sells。
最重要的決策是如何替你的產品定位。
——《如何創造具有銷售力的廣告》
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。
有很多成功的廣告是在“定位”前創造的。現時有許多活動是以最理想的品牌定位為前提，但卻完全不見彰效——因為它們索然無味，或是架構很差，或者是有用字遣詞不適當。即使有合適的品牌定位，如果沒有人去讀去看你的平麵或電視廣告，一切也是無效。
——《創意會議報告》
Every advertisement must contribute to the complex symbol which is the brand image。
所有廣告都應該有助於建立一個複雜的象征符號，即品牌形象。
——《如何創造具有銷售力的廣告》
Most manufacturers are reluctant to accept any limitation on the image of their brand。They want it to be all things to all people。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 personality of any kind， a wishy washy neuter。No capon ever rules the roost。
大多數的廠商都不願意接受自己的品牌形象有局限；他們想要麵麵俱全的大眾品牌——屬於男性也屬於女性，是上流社會也是市井小民的品牌。這種四處討好的心理隻會讓品牌完全喪失個性，而成為平淡無味的無性商品。自古至今，太監無法當皇帝，正是同樣的道理。
——《一個廣告人的自白》
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。
廣告人平均每六個月就要承受“來點新花樣”的強大壓力。在這樣的情況下，堅持一致的形式實在需要很大的勇氣，而迎合改變卻是容易的。然而，美好的報償卻等著那些肯努力創作一致形象，並經年累月地忠於此形象的廣告商。
——《一個廣告人的自白》
It is a mistake to use highfalutin language when you advertise to uneducated people。I once used the word OBSOLETE in a headline， only to discover that 33%of housewives had no idea of what it meant。In another headline， I used the word INEFFABLE， only to discover that I didn't know what it meant myself。
當你針對未受教育的人做廣告，別用艱澀難懂的字眼。我有一次用了“廢弛”在廣告標題中，發現有百分之三十三的家庭主婦根本不知道它的意思。在另一個標題中，我用了“不可名狀”，才發現連我自己也搞不清我想講什麼。
——《一個廣告人的自白》
Once upon a time I was riding on the top of a First Avenue bus， when I heard a mythical housewife say to another，“Molly， my dear， I would have bought that new brand of toilet soap if only they hadn't set the body copy in ten point Garamond。”Don't you believe it。What really decides consumers to buy or not to buy is the content of your advertising， not its form。
有一次我坐在第一大道的巴士上層，聽到一位主婦和另外一位主婦說道：“我親愛的茉莉啊，要不是他們放十級的Garamond字形在這個廣告上，我早就買了這個新的香皂。”千萬別相信這一套。真正決定消費者購買與否的關鍵在於廣告的內容，而不是它的結構形式。
——《一個廣告人的自白》
Most of the art schools which train unsuspecting students for careers in advertising still subscribe to the mystique of the Bauhaus。They hold that the success of an advertisement depends on such things as “balance”，“movement”，and“design”but can they prove it？ My research suggest that these aesthetic intangibles do not increase sales， and I cannot conceal my hostility to the old school of art directors who take such preachments seriously 。
許多培育懵懂學生成為廣告人的藝術學校至今仍讚同包浩斯的秘訣。他們認為一個成功的廣告需要“均衡”、“動感”和“設計”來達成，但是他們可以證明嗎？我的研究卻指出，這些無形的藝術美學並不會增加銷售。對於那些執著於這類大道理的老學院藝術指導師，我實在無法隱藏敵意。
——《一個廣告人的自白》
“Making the logo twice the size”is often a good thing to do， because most advertisements are deficient in brand identification。“Showing the clients' faces”is also a better stuatagem than it may sound， because the public is more interested in personalities than in corporations。Some clients can be projected as human symbols of their own products。
“把商標放大一倍”是可行之道，因為大多數的廣告都缺少品牌識別。“展現客戶的麵貌”也許是更佳的計策，因為消費大眾對於人格特性比對企業團體更有興趣。有些客戶本身就是代表其產品的象征。
——《一個廣告人的自白》
Most headlines are set too big to be legible in the magazines or newspaper。Never approve a layout until you have seen it pasted into the magazine or newspaper for which it is destined。If you pin up the layouts on a lulletin board and appraise them from fifteen feet， you will produce posters。
許多在雜誌或報紙中的廣告標題都因為太大而不易辨讀。無論是登在哪裏，若你沒有看過它貼在該雜誌或報紙上的效果，絕對不要放行。如果你把這個設計稿釘在公布欄上，並在十五尺遠處來評價它，你的作品將會是海報。
——《創意會議報告》
It has been found that the less an advertisement looks like an advertisement， and the more it looks like an editorial， the more readers stop， look and read。Therefore， study the graphics used by editors and imitate them。Study the graphics used in advertisements， and avoid them。
有人發現一篇“編輯式”的廣告比“廣告化”的廣告吸引更多讀者注意、觀看及閱讀。所以，應該學習和仿效雜誌的圖文編排手法；並設法避免使用一般廣告版麵設計。
——《創意會議報告》
All too often the bottoms of advertisements are littered with miscellaneous crap， gadgets， etc。Get rid of them； they contribute to an appearance of untidiness which reduces" impact" and readership。
在廣告版麵的底部，最常見到雜亂無章的垃圾及小玩意兒。拿掉它們；它們所帶來的淩亂感覺隻會讓廣告的“影響力”打折扣，並減少讀者人數。
——《創意會議報告》
The purpose of a commercial is not to entertain the viewer but to sell him。Horace Schwerin reports that there is no correlation between people liking commercials and being sold by them。But this does not mean that your commercials should be deliberately badmannered。On the contrary， there is reason to believe that is pays to make them human and friendly， if you can do so without being unctuous。
電視廣告的目的並不是娛樂大眾，而是將產品賣給他們，賀瑞斯·史威林在報告指出，廣告的受歡迎程度和產品的銷量是不相關的。但這並不表示你的廣告就要刻意地以很惡劣的態度呈現給大眾。相反，如果你可以不虛偽地讓廣告既人性化又親切地呈現出來，其實是值得的。
——《一個廣告人的自白》
Research has shown that commercials which open with a dramatic visual hold their a udience better than commercials which don't。if you are advertising a fire-extinguisher， open with the fire。
研究指出，以戲劇化的視覺效果做開場的廣告，比一般的廣告容易抓住觀眾。如果你做滅火器的廣告，就在廣告的開端放把火吧！
——《創意會議報告》
Candor compells me to admit that I have no conclusive research to support my view that jingles are less persuasive than the spoken word。It is based on the difficulty I always experience in hearing the words in jingles， and on my experience as a door-to-door salesman； I never sang to my prospects。The advertisers who believe in the selling power of jingles have never had to sell anything。
雖然我沒有真實地研究數據支持，但我深信廣告歌的說服力不如口頭的述說。我一向難以聽清楚廣告歌歌詞，而我當推銷員的時候，從來不會對我的潛在顧客唱歌。那些對廣告歌曲銷售力深信不疑的廣告主可從來沒有親身賣過任何東西。
——《一個廣告人的自白》
Next time you decide to have the sale spitch sung in a television or radio commercial， play the song to half-a-dozen people who know nothing about the product。Then ask them what it said。
當你決定在電視或廣播廣告中唱歌時，請把歌曲播放給一些完全不了解這個產品的人聽一聽，並問他們這首歌曲說了些什麼。
——《創意會議報告》
It is the professional duty of the advertising agent to conceal his artifice。When Aeschines spoke， they said，“How well he speaks。”But when Demosthenes spoke， they said，“Let us march against Philip。”