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Advertising is the art of persuasion.

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
Art
Persuasion
Advertising

More quotes by William Bernbach

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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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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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Today's smartest advertising style is tomorrow's corn.
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Word of mouth is the best medium of all.
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I warn you against believing that advertising is a science.
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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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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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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.
William Bernbach
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It's not just what you say that stirs people. It's the way that you say it.
William Bernbach
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Our job is to bring the dead facts to life.
William Bernbach
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Nobody counts the number of ads you run they just remember the impression you make.
William Bernbach
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In advertising, not to be different is virtually suicidal.
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Research can trap you into the past.
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It may well be that creativity is the last unfair advantage we're legally allowed to take over our competitors.
William Bernbach
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Advertising doesn't create a product advantage. It can only convey it.
William Bernbach
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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.
William Bernbach
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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.
William Bernbach
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We are so busy measuring public opinion that we forget we can mold it. We are so busy listening to statistics we forget we can create them.
William Bernbach
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For the Flower to blossom, you need the right soil as well as the right seed. The same is true to cultivate good thinking.
William Bernbach
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Imitation can be commercial suicide.
William Bernbach