A desirable advertisement will be reasonable but never dull, original but never self-conscious, imaginative but never misleading.
一个理想的广告是合乎情理但不单调乏味，有创造性但不做作，有想象力但不会误导别人。
——菲尔法克斯•科恩（Fairfax Cone，美国广告大师）
