In this very real world, good doesn't drive out evil. Evil doesn't drive out good. But the energetic displaces the passive.

Quote by William Bernbach

Topics: William Bernbach Quotes

Advertising isn't a science. It's persuasion. And persuasion is an art.

Advertising isn't a science. It's persuasion. And persuasion is an art.

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....

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.

If your advertising goes unnoticed, everything else is academic.

If your advertising goes unnoticed, everything else is academic.

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

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

Word of mouth is the best medium of all.

Word of mouth is the best medium of all.

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

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

There is no such thing as a good or bad ad in isolation. What is...

There is no such thing as a good or bad ad in isolation. What is...

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...

Advertising doesn't create a product advantage. It can only convey it.

Advertising doesn't create a product advantage. It can only convey it.

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...

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

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

In this very real world, good doesn't drive out evil. Evil doesn't drive out good....

In this very real world, good doesn't drive out evil. Evil doesn't drive out good....

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...

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

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

I warn you against believing that advertising is a science.

I warn you against believing that advertising is a science.

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...

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...