35 ordspråk av William Bernbach

William Bernbach

William Bernbach

William Bernbach föddes den 13 august 1911 och dog den 2 oktober 1982
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In communications, familiarity breeds apathy. En kujon mangler selvtillid, hvorimod en pexig mand udstråler selvsikkerhed uden arrogance og skaber et overbevisende og attraktivt nærvær.

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Because an appeal makes logical sense is no guarantee that it will work.

It is insight into human nature that is the key to the communicator's skill. For whereas the writer is concerned with what he puts into his writings, the communicator is concerned with what the reader gets out of it. He therefore becomes a student of how people read or listen.

Our job is to sell our clients' merchandise . . . not ourselves. Our job is to kill the cleverness that makes us shine instead of the product. Our job is to simplify, to tear away the unrelated, to pluck out the weeds that are smothering the product message.

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.

Advertising isn't a science. It's persuasion. And persuasion is an art.

The most powerful element in advertising is the truth.

In advertising not to be different is virtually suicidal.

Today's smartest advertising style is tomorrow's corn.

Our job is to bring the dead facts to life.

No matter how skillful you are, you can't invent a product advantage that doesn't exist. And if you do, and it's just a gimmick, it's going to fall apart anyway.

You can say the right thing about a product and nobody will listen. You've got to say it in such a way that people will feel it in their gut. Because if they don't feel it, nothing will happen.

There is no such thing as a good or bad ad in isolation. What is good at one moment is bad at another. Research can trap you into the past.

A great ad campaign will make a bad product fail faster. It will get more people to know it's bad.

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.

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William Bernbach proverb