LOGIC
"Because an appeal makes logical sense is no guarantee that it will work."
William Bernbach, quoted in Bill Bernbach said . . . (1989), DDB Needham Worldwide.
"A vast sector of modern advertising . . . does not appeal to reason but to emotion; like any other kind of hypnoid suggestion, it tries to impress its objects emotionally and then make them submit intellectually."
Erich Fromm, To Have or To Be? (1976), New York: Harper, p. 110.
"The illogical man is what advertising is after. This is why advertising is so anti-rational; this is why it aims at uprooting not only the rationality of man but his common sense."
Henryk Skolimowski, "The Semantic Environment in the Age of Advertising," in Thomas H. Ohlbren and L. M. Berk, The New Languages: A Rhetorical Approach to the Mass Media and Popular Culture (1977), Englewood Cliffs, NJ: Prentice-Hall, p. 95.