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Today's smartest advertising style is tomorrow's corn.

William Bernbach

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William Bernbach
Age: 71 †
Born: 1911
Born: August 13
Died: 1982
Died: October 2
Art Director
Economist
Entrepreneur
The Bronx
New York City
Corn
Advertising
Tomorrow
Style
Business
Today
Smartest

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The difference between the forgettable and the enduring is artistry.
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A great ad campaign will make a bad product fail faster. It will get more people to know it's bad.
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The creative man with an insight into human nature, with the artistry to touch and move people, will succeed. Without them he will fail.
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There is no such thing as a good or bad ad in isolation. What is good at one moment is bad at another. Research can trap you into the past.
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Word of mouth is the best medium of all.
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Good advertising does not just circulate information. It penetrates the public mind with desires and belief.
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You can say the right thing about a product and nobody will listen. You’ve got to say it in such a way that people will feel it in their gut. Because if they don’t feel it, nothing will happen.
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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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An idea can turn to dust or magic, depending on the talent that rubs against it.
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I warn you against believing that advertising is a science.
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It is insight into human nature that is the key to the communicator's skill. For whereas the writer is concerned with what he puts into his writings, the communicator is concerned with what the reader gets out of it. He therefore becomes a student of how people read or listen.
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Advertising is fundamentally persuasion and persuasion happens to be not a science, but an art.
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Don't confuse good taste with the absence of taste.
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Nobody counts the number of ads you run they just remember the impression you make.
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The truth isn't the truth until people believe you, and they can't believe you if they don't know what you're saying, and they can't know what you're saying if they don't listen to you, and they won't listen to you if you're not interesting, and you won't be interesting unless you say things imaginatively, originally, freshly.
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All of us who professionally use the mass media are the shapers of society. We can vulgarise that society. We can brutalise it. Or we can help lift it onto a higher level.
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Persuasion is not a science but an art
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Rules are what the artist breaks the memorable never emerged from a formula.
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Imitation can be commercial suicide.
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Find the simple story in the product, and present it in an articulate and intelligent, persuasive way.
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