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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
Advertising
Information
Public
Belief
Circulate
Desire
Penetrates
Doe
Penetrate
Mind
Marketing
Good
Desires

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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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Creativity is the most practical thing a businessman can employ.
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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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The most powerful element in advertising is the truth.
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Rules are what the artist breaks the memorable never emerged from a formula.
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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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Our job is to bring the dead facts to life.
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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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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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Advertising is fundamentally persuasion and persuasion happens to be not a science, but an art.
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Properly practiced creativity can make one ad do the work of ten.
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Don't confuse good taste with the absence of taste.
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Adapt your techniques to an idea, not an idea to your techniques.
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There is no such thing as a good or bad ad in isolation. What is good at one moment is bad at another. Research can trap you into the past.
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In advertising, not to be different is virtually suicidal.
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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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Imitation can be commercial suicide.
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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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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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The heart of creativity is discipline.
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