26 noviembre 2013

Las 10 mejores frases de los clásicos, según mis alumnos (2013)


Hace tiempo que las clases de Medios y Audiencias del Aula 13 de la Facultad de Comunicación comienzan con frases de David Ogilvy (1911-1999), William Bernbach (1911-1982) y Leo Burnett (1891-1971).
He pedido a los alumnos del Aula 13 que digan qué frases de este semestre les han gustado más.

Aquí están sus preferencias, en versión original:
  1. “Anyone who thinks that people can be fooled or pushed around has an inaccurate and pretty low estimate of people- and won't do very well in advertising” (L. Burnett).
  2. “If each of us hires people smaller than we are, we shall become a company of dwarfs” (D. Ogilvy).
  3. "The consumer is not a moron. She is your wife" (D. Ogilvy).
  4. “Make it simple. Make it memorable. Make it inviting to look at. Make it fun to read”. (L. Burnett).
  5. "If you stand for something, you will always find some people for you and against you. If you stand for nothing, you will find nobody against you and nobody for you" (B. Bernbach).
  6. "Before you can have a share of market, you must have a share of mind” (L. Burnett).
  7. "The best ideas come as jokes. Make your thinking as funny as possible” (D. Ogilvy).
  8. "Don't bunt, aim out of the ballpark aim for the company of immortals" (D. Ogilvy).
  9. "In learning to work and live with people, the most important thing I am coming to understand is the simple truth that 'no one makes mistakes on purpose'. Knowing this should allow us to concentrate on correcting the mistake rather than making life miserable for the mistake maker. If he is the right sort, nothing you can say or do to him will make him feel any worse about the mistake than he does already” (L. Burnett).
  10. "Promises must be kept, deadlines met, commitments honored; not just for the sake of old-fashioned morality, but because we become what to do (or fail to do), and character is simply the sum of our performances" (L. Burnett).
Son frases que valen su peso en oro, animan a volar alto y mejorar. Palabras que reflejan la experiencia profesional, la humanidad y capacidad de pensar en grande de tres publicitarios que dejaron huella. Palabras, en fin, que despiertan nuestro afán por saber y conservar lo que hemos aprendido. Sirvan como agradecimiento por su atención a tantos alumnos (actuales y antiguos) del Aula 13 de la Facultad de Comunicación de la Universidad de Navarra.