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What really decides consumers to buy or not to buy is the content of your advertising, not its form.

  • -- David Ogilvy 大卫奥格尔维

真正决定消费者购买与否的是广告的内容，而不是形式。

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Advertising

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Advertising is a business of words, but advertising agencies are infested with men and women who cannot write. They cannot write advertisements, and they cannot write plans. They are helpless as deaf mutes on the stage of the Metropolitan Opera.

广告是文字的生意，但广告公司却充斥着不会写字的男男女女。他们不能写广告，也不能写计划。他们在大都会歌剧院的舞台上像聋哑人一样无助。

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I have learned that trying to guess what the boss or the client wants is the most debilitating of all influences in the creation of good advertising.

我了解到，在创造优秀广告的所有影响因素中，猜测老板或客户想要什么是最让人泄气的。

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