STYLE
"Today's smartest advertising style is tomorrow's corn."
William Bernbach, quoted in Bill Bernbach said . . . (1989), DDB Needham Worldwide.
"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."
William Bernbach, quoted in Bill Bernbach said . . . (1989), DDB Needham Worldwide.
"In this very real world, good doesn't drive out evil. Evil doesn't drive out good. But the energetic displaces the passive."
William Bernbach, quoted in Bill Bernbach said . . . (1989), DDB Needham Worldwide.
"Nobody counts the number of ads you run; they just remember the impression you make."
William Bernbach, quoted in Bill Bernbach said . . . (1989), DDB Needham Worldwide.
"A good ad should be like a good sermon: It must not only comfort the afflicted, it also must afflict the comfortable."
Bernice Fitz-Gibbon, quoted in Elyse & Mike Sommer, Similis Dictionary, 1988, Detroit, MI: Gale Researh Company, p. 12.
"There is no need for advertisements to look like advertisements. If you make them look like editorial pages, you will attract about 50 per cent more readers."
David Ogilvy, Confessions of an Advertising Man, 1971, New York: Ballantine Books, p. 108.