大卫奥格威经典语录People人Iadmirepeoplewithgentlemannerswhotreatotherpeopleashumanbeings.Iabhorquarrelsomepeople.Iabhorpeoplewhowagepaper-warfare.ConfessionsofanAdvertisingMan我佩服温文有礼，以诚待人者。我憎恶那些争论不休的人。我痛恨那些打笔战的人。Ifyoualwayshirepeoplewhoaresmallerthanyouare,weshallbecomeacompanyofdwarfs.If,ontheotherhand,youalwayshirepeoplewhoarebiggerthanyouare,weshallbecomeacompanyofgiants.如果你经常雇用比你弱小的人，将来我们就会变成侏儒公司；如果你每次都雇用比你能干的人，日后我们必定成为一家巨人公司。Ifyoueverfindamanwhoisbetterthanyouare-hirehim.Ifnecessary,payhimmorethanyoupayyourself.PrinciplesofManagement当你发掘到一个比你还杰出的人才，立即雇用他。必要时，付给他比自己还高的薪水。Idespisetoadieswhosuckuptotheirbosses;theyaregenerallythesamepeoplewhobullytheirsubordinates.我鄙视对上司谄媚奉承的马屁精；这种人通常也擅于欺凌威协他们的下属。ADVERTISINGPEOPLE广告人Advertisingisabusinessofwords,butadvertisingagenciesareinfestedwithmenandwomenwhocannotwrite.TheyareashelplessasdeafmutesonthestageoftheMetropolitanOpera.ConfessionsofanAdvertisingMan广告是一个文字的行业，但很多广告代理商却充斥着无法写作的男女。他们就像在大都会歌剧院舞台上的聋哑人，一样的茫然无助。Idon'tbelieveinthisspecialisation.Whosaidthatthere'sonebreedofcatwhichisanaccountexecutive,andthentherearethecreativepeople-andtheyarequitedifferent?Thishasbeenperpetuatedbybothsidesforyears.It'snonsense.我从来不相信所谓的专科分类。谁说有些人是天生的业务人员，而另一些就该是创意人员—真的有那么不同吗？双方人员长久以来所信奉的分类，其实是毫无意义的。Inmostagencies,accountexecutivesoutnumberthecopywriterstwotoone.Ifyouwereadairyfarmer,wouldyouemploytwiceasmanymilkersasyouhadcows在大部分的广告代理商，业务人员的数目，往往是文案人员的两倍。如果你是个酪农，你所雇用的挤牛奶工人，会比牛只数目多一倍吗？CREATIVEPEOPLE创意人Fewofthegreatcreatorshaveblandpersonalities.Theyarecantankerousegotists,thekindofmenwhoareunwelcomeinthemoderncorporation.ConfessionsofanAdvertisingMan伟大的创作家很少具有温和的个性。他们是不易相处的自我主义者，是现代企业中不受欢迎的一群。ACCOUNTEXECUTIVES业务人员MadisonAvenueisfullofmasochistswhounconsciouslyprovokerejectionbytheirclients.Inowbrilliantmenwhohavelosteveryaccounttheyhaveeverhandled.ConfessionsofanAdvertisingMan麦迪逊大道充塞着许多被虐待狂，他们总在无意识中煽动起客户的排拒感；我认识一些出色能干的人，总被客户辞退。OneofthemostbrilliantcolleaguesIeverhadwasblackballedbythreeclientsinoneyear;theexperiencehurthimsobadlythathelefttheagencybusinessforever.Ifyouaretoothin-skinnedtosurvivethishazard,youshouldnotbecomeanaccountexecutiveinanadvertisingagency.我曾与一个极为出色的人共事，他在一年之内被三个客户解雇；这经验对他伤害极深，并教他永永远远离开广告这行业。假如你是个脸皮薄、无法在险运中生存的人，就不要在广告公司担任业务人员。COMMITTEES委员会Alotofadvertisementsandtelevisioncommercialslooklikeminutesofacommitteemeeting,andthatiswhattheyare.Advertisingseemstosellmostwhenitiswrittenbyasolitaryindividual.Hemuststudytheproduct,theresearchandtheprecedents.Thenhemustshutthedoorofhisofficeandwritetheadvertisements.许多平面及电视广告，看起来就像委员会开会的会议记录，事实也是如此。最具销售力的广告，往往是由个人独立完成的作品。他必先深入研究产品，调查资料及其他案例，然后关紧办公室大门，埋首做广告。Nowadaysitisthefashiontopretendthatnosingleindividualiseverresponsibleforasuccessfuladvertisin...