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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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William Bernbach
Age: 71 †
Born: 1911
Born: August 13
Died: 1982
Died: October 2
Art Director
Economist
Entrepreneur
The Bronx
New York City
Idea
Sterilize
Ideas
Analyse
Love
Disappears
Like
Analysis
Advertising
Disappear
Logic
Emotion

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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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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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Advertising is the art of persuasion.
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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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Those who are going to be in business tomorrow are those who understand that the future, as always, belongs to the brave.
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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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I warn you against believing that advertising is a science.
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Good advertising does not just circulate information. It penetrates the public mind with desires and belief.
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Because an appeal makes logical sense is no guarantee that it will work.
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Nothing is so powerful as an insight into human nature... what compulsions drive a man, what instincts dominate his action. If you know these things abut a person, you can touch him at the core of his being.
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Rules are what the artist breaks the memorable never emerged from a formula.
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If your advertising goes unnoticed, everything else is academic!
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It's not just what you say that stirs people. It's the way that you say it.
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Persuasion is not a science but an art
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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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Our job is to bring the dead facts to life.
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