William Bernbach Quotes About Advertising
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Our job is to bring the dead facts to life.
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There are a lot of great technicians in advertising. And unfortunately they talk the best game. They know all the rules. They can tell you that people in an ad will get you greater readership. They can tell you that a sentence should be this short or that long. They can tell you that body copy should be broken up for easier reading. They can give you fact after fact after fact. They are the scientists of advertising. But there's one little rub. Advertising is fundamentally persuasion and persuasion happens to be not a science, but an art.
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The most powerful element in advertising is the truth.
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The world has progressed to the point where it's most powerful force is public opinion. And I believe that in this world it is not the great book or epic play, as once was the case, that will shape that opinion, but those who understand mass media and the techniques of mass persuasion...We must not just believe in what we sell. We must sell what we believe in. And we must pour a vast energy into those causes.
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Word of mouth is the best medium of all.
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An idea can turn to dust or magic, depending on the talent that rubs against it.
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In advertising, not to be different is virtually suicidal.
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If your advertising goes unnoticed, everything else is academic!
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Nobody counts the number of ads you run; they just remember the impression you make.
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Forget words like 'hard sell' and 'soft sell.' That will only confuse you. Just be sure your advertising is saying something with substance, something that will inform and serve the consumer, and be sure you're saying it like it's never been said before.
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Good advertising does not just circulate information. It penetrates the public mind with desires and belief.
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Logic and over-analysis can immobilise and sterilize an idea. It's like love. The more you analyse it, the more it disappears.
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Advertising is fundamentally persuasion and persuasion happens to be not a science, but an art.
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Today's smartest advertising style is tomorrow's corn.
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Advertising is the art of persuasion.
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Just because your ad looks good is no insurance that it will get looked at. How many people do you know who are impeccably groomed... but dull?
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I warn you against believing that advertising is a science.
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In this very real world, good doesn't drive out evil. Evil doesn't drive out good. But the energetic displaces the passive.
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Advertising doesn't create a product advantage. It can only convey it.
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