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Because an appeal makes logical sense is no guarantee that it will work.
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
Sense
Makes
Work
Guarantee
Appeal
Guarantees
Appeals
Logical
More quotes by William Bernbach
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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Our job is to bring the dead facts to life.
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Good advertising does not just circulate information. It penetrates the public mind with desires and belief.
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I warn you against believing that advertising is a science.
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An idea can turn to dust or magic, depending on the talent that rubs against it.
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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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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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Find the simple story in the product, and present it in an articulate and intelligent, persuasive way.
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In communications, familiarity breeds apathy.
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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.
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The real giants have always been poets, men who jumped from facts into the realm of imagination and ideas.
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The heart of creativity is discipline.
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It may well be that creativity is the last unfair advantage we're legally allowed to take over our competitors.
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Properly practiced creativity MUST result in greater sales more economically achieved. Properly practiced creativity can lift your claims out of the swamp of sameness and make them accepted, believed, persuasive, urgent.
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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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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.
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Is creativity some obscure, esoteric art form? Not on your life. It's the most practical thing a business-man can employ.
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Research can trap you into the past.
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The most powerful element in advertising is the truth.
William Bernbach
