26 noviembre 2012

Las 10 mejores frases de los clásicos (2012)

Suelo empezar las clases con frases de David Ogilvy (1911-1999), Bill Bernbach (1911-1982) y Leo Burnett (1891-1971), tres grandes clásicos de la comunicación publicitaria. Este año he pedido nuevamente a mis alumnos que me digan qué frases les han gustado más. Aquí está el "top ten" de sus preferencias:

1. "If you stand for something you will always find some people for you and some against you. If you stand for nothing you will find nobody against you and nobody for you”, B. Bernbach

2. "If you ever have the good fortune to create a great advertising campaign, you will see soon another agency steal it. This is irritating, but don´t let it worry you. Nobody has ever built a brand by imitating somebody else's advertising", B. Bernbach

3."You’ve got to believe in your product, you’ve got to believe in your work. Only a deep belief will generate the vitality and energy that give life to your work”, D. Ogilvy

4. "The best ideas come as jokes. Make you thinking as funny as possible", D. Ogilvy

5.  "When we started our agency, we had in mind the kind of people we wanted with us. You had to be talented and you had to be nice”, B. Bernbach

6. "Don’t bunt. Aim out of the ballpark, aim for the company of immortals", D.Ogilvy

7. "The truth isn't the truth until people believe you, and they can't believe you if they don't know what you’re saying, and they can't know what you are saying if they don't listen to you, and they won't listen to you if you're not interesting, and you won't be interesting until you say things imaginatively, originally, freshly”, B. Bernbach

8. "There are few things more destructive than an unsound idea persuasively expressed", B. Bernbach

9.  "Let us continue to be known as an agency which spends more time improving its theories rather than defending them", L. Burnett

10.  "When you reach for the stars you may not quite get one, but you won't come up with a hand full of mud either”, L. Burnett

Son frases inspiradoras, que reflejan la experiencia profesional, la humanidad y la capacidad de pensar en grande de publicitarios que dejaron huella. Estas palabras y otras de otros clásicos valen su peso en oro, demuestran el valor de la escritura breve y animan a volar alto y cambiar las cosas. Por eso todavía se habla de ellas en la Universidad y en la profesión. En todo caso, a los clásicos hay que leerlos. Y muchas gracias a todos los alumnos de #latrece.



MÁS EN:
http://c4etrends.blogspot.com.es/2012/08/el-arte-de-la-escritura-breve.html