大卫奥格威录语1-10.docVIP

奥格威语录1-10 ? People 人? I admir?e people w?ith gentle? manners w?ho treat o?ther peopl?e as human? beings. I? abhor qua?rrelsome p?eople. I a?bhor peopl?e who wage? paper-war?fare. Conf?essions of? an Advert?ising Man ? 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。 ? If you al?ways hire ?people who? are small?erthan you? are,we sh?all become? a company? of dwarfs?. If,on th?e other ha?nd,you alw?ays hire ?people who? are bigge?r than you? are, we s?hall becom?e a compan?y of giant?s. 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?。 If you? ever find? a man who? is better? than you? are-hire ?him. If ne?cessary,pa?y him mor?e than you? pay yours?elf. Princ?iples of M?anagement ? 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。 ? I despi?se toadies? who suck ?up to thei?r bosses;t?hey are ge?nerally th?e same peo?ple who bu?lly their ?subordinat?es. 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。 ? ADVERTIS?ING PEOPLE? 广告人 Ad?vertising ?is a busin?ess of wor?ds,but adv?ertising a?gencies ar?e infested? with men ?and women ?who cannot? write. Th?ey are as ?helpless a?s deaf mut?es on the ?stage of t?he Metrop?olitan Ope?ra. Confe?ssions of ?an Adverti?sing Man ?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。 ? I dont ?believe in? this spec?ialisation?. Who said? that ther?es one br?eed of cat? which is ?an account? executive?,and then ?there are ?the creati?ve people-?and they a?re quite d?ifferent? ?This has b?een perpet?uated by b?oth sides ?for years.? Its nons?ense. 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。? In mos?t agencies?,account e?xecutives ?outnumber ?the copywr?iters two ?to one. If? you were ?a dairy fa?rmer,would? you emplo?y twice as? many milk?ers as you? had cows ? 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?？ CREATI?VE PEOPLE ? 创意人 Few? of the gr?eat creato?rs have bl?and person?alities. T?hey are ca?ntankerous? egotists,?the kind o?f men who ?are u