William Bernbach

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

— William Bernbach

#art #fundamentally #happens #persuasion #science

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

— William Bernbach

#energetic #evil #good #out #passive

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? ↗

— William Bernbach

#because #do you know #dull #get #good

The most powerful element in advertising is the truth. ↗

— William Bernbach

#element #most #most powerful #powerful #truth

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

— William Bernbach

#because #guarantee #logical #makes #sense

I warn you against believing that advertising is a science. ↗

— William Bernbach

#against #believing #i #science #warn

A great ad campaign will make a bad product fail faster. It will get more people to know it's bad. ↗

— William Bernbach

#ad campaign #bad #campaign #fail #faster

In communications, familiarity breeds apathy. ↗

— William Bernbach

#apathy #breeds #communications #familiarity #familiarity breeds

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. ↗

— William Bernbach

#anyway #apart #exist #fall #gimmick

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

— William Bernbach

#corn #smartest #style #today #tomorrow