【正文】 2023年 1月 29日星期日 4時 44分 44秒 16:44:4429 January 2023 1一個人即使已登上頂峰，也仍要自強不息。 2023年 1月 29日星期日 下午 4時 44分 44秒 16:44: 1最具挑戰(zhàn)性的挑戰(zhàn)莫過于提升自我。勝人者有力，自勝者強。 :44:4416:44Jan2329Jan23 1越是無能的人，越喜歡挑剔別人的錯兒。 , January 29, 2023 閱讀一切好書如同和過去最杰出的人談話。 2023年 1月 29日星期日 4時 44分 44秒 16:44:4429 January 2023 1空山新雨后，天氣晚來秋。 。 :44:4416:44:44January 29, 2023 1意志堅強的人能把世界放在手中像泥塊一樣任意揉捏。 :44:4416:44Jan2329Jan23 1世間成事，不求其絕對圓滿，留一份不足，可得無限完美。 , January 29, 2023 很多事情努力了未必有結果，但是不努力卻什么改變也沒有。 2023年 1月 29日星期日 4時 44分 44秒 16:44:4429 January 2023 1做前，能夠環(huán)視四周；做時，你只能或者最好沿著以腳為起點的射線向前。 。 :44:4416:44:44January 29, 2023 1他鄉(xiāng)生白發(fā)，舊國見青山。 :44:4416:44Jan2329Jan23 1故人江海別，幾度隔山川。 , January 29, 2023 雨中黃葉樹，燈下白頭人。 The implications of this are enormous . 這項要點的意義是極為深遠的。） 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，我們認為必須確定在每一家 Unilever 公司中參與廣告發(fā)展的每一個人都能體認到大創(chuàng)意并非生來就大，而是逐漸茁壯長大的。在這份資料當中，對何為資產的定義，較以前任何資料解析得更為精辟深入 。 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，我們仍相信應該要一直努力不懈地發(fā)展廣告資產。但是這樣的情形太稀有了。當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)運用多年之后。 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，我們并不認為廣告資產就必定等于創(chuàng)意。 Unilever believes that longterm properties usually have with them a big idea and Unilever needs more of them . Unilever 也相信，長期資產中通常包含了一個大創(chuàng)意 — 而Unilever 需要有更多這樣的大創(chuàng)意。當然，如果執(zhí)行中缺乏創(chuàng)意，代理商也就比較無法掩飾。） 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，我們認為以下才是標準的實務動作：應先提出廣告中核心創(chuàng)意的前后內容，以及如何發(fā)展核心創(chuàng)意的廣告片構想。然而，我們應該準備多做這類的事，而且，的確，客戶也應期待我們這么做。 There are , of course , some things that we should do: 當然，有些事則是我們應該做的： Response to the Briefing 對簡報的反應 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報實在是太容易了，即使我們在內 心深處非常明白這份簡報并不太可能激發(fā)偉大的創(chuàng)意想法或是偉 大的廣告。 （美國 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作而已。最明顯的工作就是運用電視廣告片中的一個靜止畫面，但是這么做是因為確實了解真正的創(chuàng)意，抑或只是在重復一項執(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感覺的一種方式。這里有兩支 Surf 洗衣粉的廣告片，是從一個叫“家庭電影” 的 campaign 中選出來的。 This is also vital when extending a campaign into another medium. Let’ s look at an example. Here are two mercials for Surf detergent, they are from a campaign called “ Homemovies.” （ SHOW： SURF STOLZ AND SULLIVANS） 這點在利用其他媒體來延伸廣告活動時也非常重要。 The creative work developed would then be judged on the basis of how it contributes and freshens, rather than conforms to the previous mercial. It should be made clear to the agency that this is what you expect, not just another carbon copy . 要評斷新發(fā)展的廣告執(zhí)行，應根據此作品如何對核心創(chuàng)意有所貢獻 并保持新鮮感來決定，而非依據它是否與先前的執(zhí)行有一致性來判 斷。 Suggestion :whenever a briefing is done for another execution within a campaign, it should start with a description of the original “ core idea.” Once this is agreed, it should serve as the basis of all future campaign development . 建議：不論何時要為 campaign 中的后續(xù)執(zhí)行做簡報，在一開始 都要描述一下原有的“核心創(chuàng)意”。 On the other hand, we know that the writers and art directors at cdpfight to work on the Hamlet mercial. Why? Because each execution has an idea in its own right which develops and keeps fresh the original “ core idea.” 在另一方面，我們知道 CDP 廣告公司的撰文人員和藝術指導都 爭先恐后地想要為哈姆雷特雪茄發(fā)展新的廣告片。） On going Campaigns 持續(xù)的 campaigns All too often working on the next execution of a campaign is seen as creating a “ new mercial” that is virtually identical to the old one it is supposed to replace.（ Unilever brand managers ver