Bitte vor dem Lesen Sonnenbrille aufsetzen
Auszüge aus Gesprächen mit den damals führenden Werbetextern Amerikas; ursprünglich erschienen in der Zeitschrift „Advertising Age“, unter dem Motto: «The essence of this business is putting effective words and phrases down on paper». Beim Lesen hatte ich eine Erleuchtung nach der Anderen.
Meine Lieblingsstelle: (William Bernbach):
«We think we will never know as much about a product as a client. After all, he sleeps and breathes his product. He’s built it. He’s lived with it most of his life. We couldn’t possibly know as much about it as he does.
By the same token, we firmly believe that he can’t know as much about advertising. Because we live and breathe that all day long. And the fact that we’re handling the same product has nothing to do with that.
We require a different set of skills from his. He requires skills to make and market that product and we require skills that can provoke and persuade the consumer. They’re two different things, entirely different things.»
Erhältlich bei Amazon. |
Zurück zur