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?

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.

In advertising not to be different is virtually suicidal.

In advertising not to be different is virtually suicidal.

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.

In communications, familiarity breeds apathy.

In communications, familiarity breeds apathy.

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...

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....

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...

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...

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...

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

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

Nobody counts the number of ads you run; they just remember the impression you make.

Nobody counts the number of ads you run; they just remember the impression you make.

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 communications, familiarity breeds apathy.

In communications, familiarity breeds apathy.

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

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

In advertising, not to be different is virtual suicide.

In advertising, not to be different is virtual suicide.

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...

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.

Because an appeal makes logical sense is no guarantee that it will work.

Because an appeal makes logical sense is no guarantee that it will work.