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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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William Bernbach
Age: 71 †
Born: 1911
Born: August 13
Died: 1982
Died: October 2
Art Director
Economist
Entrepreneur
The Bronx
New York City
Belief
Circulate
Desire
Penetrates
Doe
Penetrate
Mind
Marketing
Good
Desires
Advertising
Information
Public
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I warn you against believing that advertising is a science.
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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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The heart of creativity is discipline.
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Let us prove to the world that good taste, good art, and good writing can be good selling.
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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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Rules are what the artist breaks the memorable never emerged from a formula.
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Today's smartest advertising style is tomorrow's corn.
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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.
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Advertising is fundamentally persuasion and persuasion happens to be not a science, but an art.
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Our job is to bring the dead facts to life.
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A principle isn't a principle until it costs you something.
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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.
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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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Nobody counts the number of ads you run they just remember the impression you make.
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