|
|
 |
 Zurück zur Ahnengalerie
 |
Das sagte:
Rosser Reeves, Texter
«I learned it from scratch. Where else can they learn it? It doesn’t exist. The advertising business today, despite the courses in advertising – given at various universities – is very much like law was in the time of Henri Clay and Patrick Henry – you know there were no law schools; you read law under a practicing lawyer. And to learn the copywriting business today you have to read advertising under a practicing advertising man. »
«I don’t think that a person from the outside, someone from another field, can come in and be a successful and capable copywriter. That’s as silly as saying a copywriter could turn to novels; let’s say emulate Ernest Hemingway. They’re two different things. I’m quite sure Shakespeare would have been a bad copywriter; Hemingway would have been a bad copywriter, Dostoevsky or Tolstoy – you name the novelist. We’re discussing two different specialties. But the only connection between a working novelist like Hemingway and a working copywriter is that they both use the English language.»
«If you’re discussing the difference between one musician who can write a great symphony and one who can’t and you ask him questions about what are his procedures, you’re just wasting your time. He doesn’t know what his procedures are.»
«Getting the message into the heads of the most people at the lowest possible cost, well, it’s almost a problem in engineering, and we should subordinate our own creative impulses to that one over-all objective: Does this advertisement move an idea from the inside of my head to the inside of the public’s head? The most people at the lowest possible cost. What else is this business all about?»
«If you were ill, and you went to the Mayo clinic and you did not know what was wrong with you, I don’t think you’re concerned with whether the surgeon slices from north to south or east to west. You want to know what’s wrong with you. You want repairs. You want to be restored to health. Now, too many advertising men forget that this is their basic reason for existing. Some of the greatest copywriters, some of the most legendary copywriters in the business are legendary only because they haven’t been caught.»
«I don’t think of ads so much as I think of campaigns. When a client comes to me in trouble, and I prepare a campaign for him – not an ad, but a campaign concept – and if over a period of ten years, everything else being equal, because copy is not the only prime mover in this business, and I see his business going up and up and up. I consider that a good campaign. Our clients live by advertising.» |
|
|
|
|
|
|
