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Suelo comenzar (o, a veces, continuar) las clases con frases de David Ogilvy
(1911-1999), William Bernbach (1911-1982) y Leo Burnett (1891-1971). Acaba ya un nuevo semestre y he pedido a los
alumnos que me digan qué frases les han
gustado más. Aunque hay coincidencias, las preferencias son un poco diferentes todos los años.
Aquí están las 10 más citadas en 2014, en versión original:
1. "Never write
and advertisement you wouldn't want your own family to read. You wouldn't tell
lies to your wife. Don't tell them to mine." D. Ogilvy
2. "If you ever
have the good fortune to create a great advertising campaign, you will soon
see 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."
D. Ogilvy
3. "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
4. “The difference
between the forgettable and the enduring is artistry.” B. Bernbach
5. "All of us who
professionally use the mass media are the shapers of society. We can
vulgarize it. We can brutalize it. Or we can help lift in onto a higher level."
B. Bernbach
6. "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.” B.
Bernbach
7. "In its
performance, advertising is not a soloist. It is a member of an ensemble of
all those activities that can be classified under the general head of
marketing, and it must do its part in harmony with them." L. Burnett
8. “We want consumers
to say: “That's a hell of a product”, instead of: “That's a hell of an ad”.” L. Burnett
9. “Where people aren't
having any fun, they seldom produce good work.” D. Ogilvy
10. “On the average,
five times as many people read the headline as read the body copy. When you
have written your headline, you have spent eighty cents out of your dollar."
D. Ogilvy
Son frases que animan a volar alto y mejorar.
Palabras que reflejan la experiencia, humanidad y
capacidad de pensar en grande de tres profesionales que dejaron huella.
Palabras, en fin, que despiertan nuestro afán por saber y conservar lo
que hemos aprendido. Sirvan como agradecimiento por su atención e interés a tantos
alumnos (actuales y antiguos) del Aula 13 de la Facultad de
Comunicación de la Universidad de Navarra.
Alfonso Nieto Tamargo (1932-2012) es nuestro maestro. Le echamos de menos, pero su legado nos enriquece: de alguna manera, vamos "a hombros de gigantes".
