Quote

Good advertising does not just circulate information. It penetrates the public mind with desires and belief.

William Bernbach

Change background

T
T
T

Change font

TAGS & TOPICS

William Bernbach
Age: 71 †
Born: 1911
Born: August 13
Died: 1982
Died: October 2
Art Director
Economist
Entrepreneur
The Bronx
New York City
Advertising
Information
Public
Belief
Circulate
Desire
Penetrates
Doe
Penetrate
Mind
Marketing
Good
Desires

More quotes by William Bernbach

Image
A principle isn't a principle until it costs you something.
William Bernbach
Image
Properly practiced creativity can make one ad do the work of ten.
William Bernbach
Image
Advertising is fundamentally persuasion and persuasion happens to be not a science, but an art.
William Bernbach
Image
It's not just what you say that stirs people. It's the way that you say it.
William Bernbach
Image
The heart of creativity is discipline.
William Bernbach
Image
In this very real world, good doesn't drive out evil. Evil doesn't drive out good. But the energetic displaces the passive.
William Bernbach
Image
Research can trap you into the past.
William Bernbach
Image
Because an appeal makes logical sense is no guarantee that it will work.
William Bernbach
Image
It may well be that creativity is the last unfair advantage we're legally allowed to take over our competitors.
William Bernbach
Image
The most powerful element in advertising is the truth.
William Bernbach
Image
Rules are what the artist breaks the memorable never emerged from a formula.
William Bernbach
Image
The creative man with an insight into human nature, with the artistry to touch and move people, will succeed. Without them he will fail.
William Bernbach
Image
Let us prove to the world that good taste, good art, and good writing can be good selling.
William Bernbach
Image
Don't confuse good taste with the absence of taste.
William Bernbach
Image
Advertising doesn't create a product advantage. It can only convey it.
William Bernbach
Image
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.
William Bernbach
Image
Creativity is the most practical thing a businessman can employ.
William Bernbach
Image
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
Image
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.
William Bernbach
Image
The real giants have always been poets, men who jumped from facts into the realm of imagination and ideas.
William Bernbach