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Das sagte:
Bill Bernbach, Texter
«So we never kid ourselves about the magic of advertising. The magic is in the product.»
«Today, everybody is talking Creativity, and frankly, that gets me worried. I fear we keep the good taste and lose the sell. I fear all the sins we may commit in the name of Creativity. I fear that we may be entering an age of phonies.»
«You can get attention and really make people resent you if you do it with an unrelated gimmick. They won’t like you for that.»
«There are few things more destructive than an unsound idea persuasively expressed.»
«One of the disadvantages of doing everything mathematically, by research and by mandate, is that after a while, everybody does it in the same way. Because you go out and find out the same things – and if you take the attitude, as many people do, that once you have found out what to say, your job is done, then what you’re doing is saying it the same way as everybody is saying it, and then you’ve lost your impact completely.»
«Everything you write, everything on a page, every word, every graphic symbol, every shadow, should further the message you’re trying to convey. You know, you measure the success of any work of art by how well it’s achieved its purpose.»
«You know, you are a result of all the forces that ever came to play on you and I can’t sit down now and say that one was the great influence. It’s just the sum of all those things.»
«I do a great deal of reading in Philosophy. I do a great deal of reading in Fiction. I’m sure that everything a man does is grist for his copy mill. I’m sure of that – what you’ve done and what you’ve experienced – if you can put more thinking and more interesting things into your copy, you’re that much more provocative.»
«You can’t be that mathematical and that precise. This business of trying to measure everything in precise terms is one of the problems with advertising today. This leads to a worship of research. We're all concerned about the facts we get, and not enough concerned about how provocative we make those facts to the consumer. And we in America are spending so darn much money for efficiency, to measure things, that we’re achieving boredom like we’ve never achieved before. We’re right about everything, but nobody looks.»
«It's not just what you say that stirs people. It's the way that you say it.» |
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