【正文】 ere then to do a plementary print campaign. The most obvious thing to do would be to use a still from the TV . But is that understanding the true idea, or is it merely repeating an executional device? 假設(shè)接下來(lái)要發(fā)展輔助性的平面 campaign 。最明顯的工作就是運(yùn)用電視廣告片中的一個(gè)靜止畫(huà)面，但是這么做是因?yàn)榇_實(shí)了解真正的創(chuàng)意，抑或只是在重復(fù)一項(xiàng)執(zhí)行想法？ ? If the idea is really about real families giving a testimonial in their own words and images, then “ Homemovies” bees one of the ways in which they can express their feelings . 如果創(chuàng)意本身的確是讓真實(shí)的家庭以其自己的文字與形象做證言式廣告，那么“家庭電影”就成了能讓他們表達(dá)感覺(jué)的一種方式。 ? So then you can arrive at a print campaign that extends the TV in a way that is more appropriate for the medium itself . (SHOW: SLIDES OF SURF U . S . PRINT) 所以接著你就可以發(fā)展出一套平面 campaign ，以更適合平面媒體的方式來(lái)延續(xù)電視廣告。 （美國(guó) Surf 平面稿的幻燈片） ? Understanding and articulating the idea is not meat to be a onesided exercise. A number of the suggestions we’ ve made like writing down the “ core idea” should be done jointly . 了解與闡明創(chuàng)意并不意謂著這是單方面的動(dòng)作而已。我們所做的 許多建議 — 例如像寫(xiě)下“核心創(chuàng)意” — 都是客戶應(yīng)該跟代理商共 同完成的。 ? There are , of course , some things that we should do: 當(dāng)然，有些事則是我們應(yīng)該做的： ? Response to the Briefing 對(duì)簡(jiǎn)報(bào)的反應(yīng) ? We know that it is all too easy to accept a briefing from a client even thought we know in our heart of hearts it is unlikely to stimulate either great creative thinking or great advertising . 我們都知道要接受客戶給的簡(jiǎn)報(bào)實(shí)在是太容易了，即使我們?cè)趦?nèi) 心深處非常明白這份簡(jiǎn)報(bào)并不太可能激發(fā)偉大的創(chuàng)意想法或是偉 大的廣告。 ? It is, of course, extremely difficult to go back to a client with objection and suggestions on their briefing. However, we should be more prepared to do this , and ,indeed , you should expect it of us . (It would be easier to do this if you did expect it of us !) 當(dāng)然，回頭向客戶說(shuō)我們對(duì)簡(jiǎn)報(bào)的異議及建議的確極為困難。然而，我們應(yīng)該準(zhǔn)備多做這類的事，而且，的確，客戶也應(yīng)期待我們這么做。 （如果客戶期待我們這么做，事情就會(huì)變得容易些。） ? Presentation of Work 創(chuàng)意作品提案 ? Too often in creative presentation we go straight from setting the scene with the strategy to presenting script and storyboard. We think it should be standard practice to present the mercials in the context of the core idea and also the idea in the mercial that is going to develop that core idea. We expect that if this were done, client response and judgement would be made easier. And, of course, it would mean that the agency would be less able to disgui8se the absence of an idea within an execution. 在創(chuàng)意提案中，我們通常先描述策略景象，然后就直接提稿子和腳本，我們認(rèn)為以下才是標(biāo)準(zhǔn)的實(shí)務(wù)動(dòng)作：應(yīng)先提出廣告中核心創(chuàng)意的前后內(nèi)容，以及如何發(fā)展核心創(chuàng)意的廣告片構(gòu)想。我們希望如果能夠做到這點(diǎn)，客戶就比較容易有所反應(yīng)并下判斷。當(dāng)然，如果執(zhí)行中缺乏創(chuàng)意，代理商也就比較無(wú)法掩飾。 ? Unilever recognise in today’ s environment the urgent importance of creating and maintaining longterm properties. Unilever 已察覺(jué)到在今日的環(huán)境中，創(chuàng)造并維持長(zhǎng)期資產(chǎn)的急切重要性 。 ? Unilever believes that longterm properties usually have with them a big idea and Unilever needs more of them . Unilever 也相信，長(zhǎng)期資產(chǎn)中通常包含了一個(gè)大創(chuàng)意 — 而Unilever 需要有更多這樣的大創(chuàng)意。 ? We,Ogilvy Mather, agree wholeheartedly with this objective and believe the way to achieve this end is to start by defining what is meant by an Idea . 奧美全心全意贊同此一目標(biāo)，并且相信達(dá)到此一目標(biāo)的方法就是從界定創(chuàng)意構(gòu)想的意義開(kāi)始著手。 ? First, we do not believe that an advertising property is necessarily an idea . In fact , we believe that it is very rare indeed for an idea and a property to be one and the same thing. There are examples of this occurring , but it usually only occurs after years and years of consistent use . 首先，我們并不認(rèn)為廣告資產(chǎn)就必定等于創(chuàng)意。事實(shí)上，我們認(rèn)為 創(chuàng)意跟資產(chǎn)合而為一的情形的確非常少有。當(dāng)然也有這樣的例子發(fā) 生，但是這種情形通常只發(fā)生在持續(xù)運(yùn)用多年之后。 ? Marlboro is an example, Snuggle Bear may well bee one . But they are rare . 萬(wàn)寶路是一個(gè)例子，熊寶寶衣物柔軟精可能也會(huì)成為一個(gè)例子。但是這樣的情形太稀有了。 ? Therefore, we suggest very strongly that you should not conclude that because you have a property that you necessarily have an idea or a long term campaign. 因此，我們大聲呼吁各位不應(yīng)如此推論 — 以為只要擁有資產(chǎn)就必定擁有創(chuàng)意或是長(zhǎng)期 campaign 。 ? Second, while recognising this , we believe we should always strive to develop an advertising property. And in doing this, you should be guided by the new UPGA principles. For the definition of what a property may be is far more widely interpreted in this decument than ever before .(We agree with every word of it.) 其次，雖然有這樣的體認(rèn)，我們?nèi)韵嘈艖?yīng)該要一直努力不懈地發(fā)展廣告資產(chǎn)。而在發(fā)展的過(guò)程中，各位應(yīng)該以 UPGA 原則為導(dǎo)引。在這份資料當(dāng)中，對(duì)何為資產(chǎn)的定義，較以前任何資料解析得更為精辟深入 。（我們逐字逐句皆同意。） ? Third, and vitally important, we believe it is necessary to ensure that everyone involved in advertising development in every Unilever pany recognises that Big Ideas are not born, they are grown. Little by little, mercial by mercial, year in year out . 第三，極為重要的一點(diǎn)，我們認(rèn)為必須確定在每一家 Unilever 公司中參與廣告發(fā)展的每一個(gè)人都能體認(rèn)到大創(chuàng)意并非生來(lái)就大，而是逐漸茁壯長(zhǎng)大的。一點(diǎn)一滴，一支片子接著一支片子，經(jīng)年累月積而成的。 ? The implications of this are enormous . 這項(xiàng)要點(diǎn)的意義是極為深遠(yuǎn)的。 ? It argues that the onus of responsibility on every ? 謝 謝 :58:1505:5805::58 05:5805:58::58:15 2023年 3月 6日星期一 5時(shí) 58分 15秒 演講完畢，謝謝觀看！