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I warn you against believing that advertising is a science.

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
Believing
Advertising
Design
Science
Believe
Warn

More quotes by 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.
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Nobody counts the number of ads you run they just remember the impression you make.
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Don't confuse good taste with the absence of taste.
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Creativity is the most practical thing a businessman can employ.
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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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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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An idea can turn to dust or magic, depending on the talent that rubs against it.
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The heart of creativity is discipline.
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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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Properly practiced creativity can make one ad do the work of ten.
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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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Word of mouth is the best medium of all.
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In communications, familiarity breeds apathy.
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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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Persuasion is not a science but an art
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Never do anything yourself that you can hire someone else to do, especially if they can do it better.
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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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A principle isn't a principle until it costs you something.
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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.
William Bernbach