平庸是广告创意的大敌。广告人一生面临的挑战就是:战胜平庸。我们已经在电视里,在报纸上看过太多的失败广告,它们或者彼此抄袭而显得相似雷同,或者平铺直叙而显得乏味无聊。成千上万的读者观众被这些索然无趣的广告困扰得呵欠连天,成千上万的广告人还陷在平庸的泥坑中难以 Mediocrity is the enemy of creative advertising. The challenge faced by advertisers throughout their lives is to overcome mediocrity. We have already seen too many failed advertisements on television and in newspapers. They either seem to be similar to each other’s plagiarism, or they are flat and straightforward and seem boring. Thousands of readers are plagued by these boring ads, and thousands of advertisers are still stuck in mediocre mud pits.