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If your advertising goes unnoticed, everything else is academic!

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
Goes
Business
Else
Everything
Unnoticed
Academic
Advertising
Design

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The difference between the forgettable and the enduring is artistry.
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I warn you against believing that advertising is a science.
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Imitation can be commercial suicide.
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Research can trap you into the past.
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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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Properly practiced creativity can make one ad do the work of ten.
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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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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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The real giants have always been poets, men who jumped from facts into the realm of imagination and ideas.
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Nobody counts the number of ads you run they just remember the impression you make.
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Because an appeal makes logical sense is no guarantee that it will work.
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In communications, familiarity breeds apathy.
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The most powerful element in advertising is the truth.
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Creativity is the most practical thing a businessman can employ.
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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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For the Flower to blossom, you need the right soil as well as the right seed. The same is true to cultivate good thinking.
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Advertising is fundamentally persuasion and persuasion happens to be not a science, but an art.
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Advertising doesn't create a product advantage. It can only convey it.
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You have to live with your product, you have to know it through and through, you have to look at it, understand it, love it then, and only then, you can crystallize in one clear thought, one single theme, what must be conveyed about the product to the consumer.
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Adapt your techniques to an idea, not an idea to your techniques.
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