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Das sagte:
Leo Burnett, Texter
«Mir gefällt die Vorstellung, dass Chicagoer Texter zuerst in die Hände spucken, bevor sie die dicken schwarzen Bleistifte in die Hand nehmen.»
«My technique, if I have one, is to saturate myself whit knowledge of the product. I believe in good depth-interviewing where I come realistically face to face with the people I am trying to sell. I try to get a picture in my mind of the kind of people they are – how they use this product, and what it is – they don’t often tell you in so many words – but what it is that actually motivates them to buy something or to interest them in something.»
«I have a great big folder – and it’s getting bigger all the time – in the lower left-hand corner of my desk. I’ve had it for as long as I can remember, ever since I started the agency, and I call it corny language. ”Whenever I hear a phrase in conversation or any place which strikes me as being particularly apt in expressing an idea or bringing it to life or accentuating the smell of it, the looks of it or anything else – or expressing any kind of an idea – I scribble it down and stick it in there. Then about three or four times a year, I run through there and throw a lot of stuff out and pick out things which seem to me to apply to some of the work that is going on in the shop and write a memo about it. So my ear is always tuned for putting usual things in unusual relationships that get attention and aptly express an idea. I call this Corny Language, and I have always done that.»
«Wenn man nach den Sternen greift, mag man sie vielleicht knapp verfehlen. Andererseits bringt man bestimmt keine Handvoll Dreck zurück.»
«Neugierde für alle Aspekte des Lebens, denke ich, ist noch immer das Geheimnis kreativer Menschen.»
«Ich glaube, eine der grössten Gefahren in der Werbung ist nicht, dass Leute verführt, sondern dass sie zu Tode gelangweilt werden.»
«Maybe a good way to approach a piece of copy would be to warm up by writing a personal letter to somebody about what you are trying to say the public.» |
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