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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

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It may well be that creativity is the last unfair advantage we're legally allowed to take over our competitors.
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Creativity is the most practical thing a businessman can employ.
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Our job is to bring the dead facts to life.
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An idea can turn to dust or magic, depending on the talent that rubs against it.
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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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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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Nobody counts the number of ads you run they just remember the impression you make.
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I warn you against believing that advertising is a science.
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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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In advertising, not to be different is virtually suicidal.
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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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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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Good advertising does not just circulate information. It penetrates the public mind with desires and belief.
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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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Advertising is fundamentally persuasion and persuasion happens to be not a science, but an art.
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If you stand for something, you will always find some people for you and some people against you. If you stand for nothing, you will find nobody against you, and nobody for you.
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The difference between the forgettable and the enduring is artistry.
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No matter how skillful you are, you can't invent a product advantage that doesn't exist. And if you do, and it's just a gimmick, it's going to fall apart anyway.
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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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In communications, familiarity breeds apathy.
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