Advertising is fundamentally persuasion and persuasion happens to be not a science, but an art.

Quote by William Bernbach

Topics: William Bernbach Quotes

Today's smartest advertising style is tomorrow's corn.

Today's smartest advertising style is tomorrow's corn.

All of us who professionally use the mass media are the shapers of society. We...

All of us who professionally use the mass media are the shapers of society. We...

In advertising, not to be different is virtual suicide.

In advertising, not to be different is virtual suicide.

Forget words like 'hard sell' and 'soft sell.' That will only confuse you. Just be...

Forget words like 'hard sell' and 'soft sell.' That will only confuse you. Just be...

An idea can turn to dust or magic, depending on the talent that rubs against...

An idea can turn to dust or magic, depending on the talent that rubs against...

With our industry being watched so carefully by governmental agencies, with the FTC ready to...

With our industry being watched so carefully by governmental agencies, with the FTC ready to...

It is insight into human nature that is the key to the communicator's skill. For...

It is insight into human nature that is the key to the communicator's skill. For...

Properly practiced creativity can make one ad do the work of ten.

Properly practiced creativity can make one ad do the work of ten.

An idea can turn to dust or magic, depending on the talent that rubs against...

An idea can turn to dust or magic, depending on the talent that rubs against...

We don't ask research to do what it was never meant to do, and that...

We don't ask research to do what it was never meant to do, and that...

Our job is to bring the dead facts to life.

Our job is to bring the dead facts to life.

I warn you against believing that advertising is a science.

I warn you against believing that advertising is a science.

You can say the right thing about a product and nobody will listen. You've got...

You can say the right thing about a product and nobody will listen. You've got...

If your advertising goes unnoticed, everything else is academic.

If your advertising goes unnoticed, everything else is academic.

Nothing is so powerful as an insight into human nature . . . what compulsions...

Nothing is so powerful as an insight into human nature . . . what compulsions...

Our job is to sell our clients' merchandise... not ourselves. Our job is to kill...

Our job is to sell our clients' merchandise... not ourselves. Our job is to kill...

Just because your ad looks good is no insurance that it will get looked at....

Just because your ad looks good is no insurance that it will get looked at....

You can tell the ideals of a nation by its advertisements.

You can tell the ideals of a nation by its advertisements.

If advertising had a little more respect for the public, the public would have a...

If advertising had a little more respect for the public, the public would have a...

Any seeming deception in a statement is costly, not only in the expense of the...

Any seeming deception in a statement is costly, not only in the expense of the...