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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.

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
Help
Lift
Society
Lifts
Use
Onto
Business
Mass
Helping
Level
Higher
Levels
Shapers
Media
Professionally

More quotes by William Bernbach

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I warn you against believing that advertising is a science.
William Bernbach
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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.
William Bernbach
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If your advertising goes unnoticed, everything else is academic!
William Bernbach
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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.
William Bernbach
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Adapt your techniques to an idea, not an idea to your techniques.
William Bernbach
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Advertising is fundamentally persuasion and persuasion happens to be not a science, but an art.
William Bernbach
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No matter how skillful you are, you can't invent a product advantage that doesn't exist. And if you do, and it's just a gimmick, it's going to fall apart anyway.
William Bernbach
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The most powerful element in advertising is the truth.
William Bernbach
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Creativity is the most practical thing a businessman can employ.
William Bernbach
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Good advertising does not just circulate information. It penetrates the public mind with desires and belief.
William Bernbach
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A principle isn't a principle until it costs you something.
William Bernbach
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In advertising, not to be different is virtually suicidal.
William Bernbach
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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.
William Bernbach
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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.
William Bernbach
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Those who are going to be in business tomorrow are those who understand that the future, as always, belongs to the brave.
William Bernbach
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We are so busy measuring public opinion that we forget we can mold it. We are so busy listening to statistics we forget we can create them.
William Bernbach
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You cannot sell a man who isn't listening word of mouth is the best medium of all and dullness won't sell your product, but neither will irrelevant brilliance.
William Bernbach
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Our job is to bring the dead facts to life.
William Bernbach
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Because an appeal makes logical sense is no guarantee that it will work.
William Bernbach
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Our job is to sell our clients' merchandise... not ourselves. Our job is to kill the cleverness that makes us shine instead of the product. Our job is to simplify, to tear away the unrelated, to pluck out the weeds that are smothering the product message.
William Bernbach