Nothing is so powerful as an insight into human nature . . . what compulsions drive a man, what instincts dominate his action . . . if you know these things about a man you can touch him at the core of his being.
Advertising isn't a science. It's persuasion. And persuasion is an art.
If your advertising goes unnoticed, everything else is academic!
Advertising is fundamentally persuasion and persuasion happens to be not a science, but an art.
In advertising, not to be different is virtual suicide.
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?
With our industry being watched so carefully by governmental agencies, with the FTC ready to pounce on every claim we make, what we CAN say in our ads is forever narrowing and the sharpest tool left for us is HOW we say it.
In communications, familiarity breeds apathy.
Properly practiced creativity MUST result in greater sales more economically achieved. Properly practiced creativity can lift your claims out of the swamp of sameness and make them accepted, believed, persuasive, urgent.
Properly practiced creativity can make one ad do the work of ten.
In this very real world, good doesn't drive out evil. Evil doesn't drive out good. But the energetic displaces the passive.
All of us who professionally use the mass media are the shapers of society. We can vulgerize that society. We can brutalize it. Or we can help lift it onto a higher level.
An idea can turn to dust or magic, depending on the talent that rubs against it.
Word of mouth is the best medium of all.
We don't ask research to do what it was never meant to do, and that is to get an idea.