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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.

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
People
Creative
Success
Artistry
Moving
Insight
Nature
Fail
Human
Touch
Humans
Succeed
Without
Failing
Men
Move

More quotes by William Bernbach

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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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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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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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Rules are what the artist breaks the memorable never emerged from a formula.
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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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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.
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The heart of creativity is discipline.
William Bernbach
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Because an appeal makes logical sense is no guarantee that it will work.
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Advertising is fundamentally persuasion and persuasion happens to be not a science, but an art.
William Bernbach
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The most powerful element in advertising is the truth.
William Bernbach
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Nobody counts the number of ads you run they just remember the impression you make.
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Let us prove to the world that good taste, good art, and good writing can be good selling.
William Bernbach
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If your advertising goes unnoticed, everything else is academic!
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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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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
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The truth isn't the truth until people believe you, and they can't believe you if they don't know what you're saying, and they can't know what you're saying if they don't listen to you, and they won't listen to you if you're not interesting, and you won't be interesting unless you say things imaginatively, originally, freshly.
William Bernbach
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Don't confuse good taste with the absence of taste.
William Bernbach
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The real giants have always been poets, men who jumped from facts into the realm of imagination and ideas.
William Bernbach
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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?
William Bernbach
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Good advertising does not just circulate information. It penetrates the public mind with desires and belief.
William Bernbach