SCIENCE
"Advertising is fundamentally persuasion and persuasion happens to be not a science, but an art."
William Bernbach, quoted in Randall Rothenberg, Where the Suckers Moon: An Advertising Story (1994), New York: Alfred A. Knopf, p. 63.
"There are a lot of great technicians in advertising. And unfortunately they talk the best game. They know all the rules . . . but there's one little rub. They forget that advertising is persuasion, and persuasion is not a science, but an art. Advertising is the art of persuasion."
William Bernbach, quoted in Stephen Fox, The Mirror Makers (1984), New York: Vintage Books, p. 257.
"I warn you against believing that advertising is a science."
William Bernbach, quoted in Bill Bernbach said . . . (1989), DDB Needham Worldwide.
"However much we would like advertising to be a science - because life would be simpler that way - the fact is that it is not. It is a subtle, ever-changing art, defying formularization, flowering on freshness and withering on imitation; where what was effective one day, for that very reason, will not be effective the next, because it has lost the maximum impact of originality."
William Bernbach, quoted in Bill Bernbach said . . . (1989), DDB Needham Worldwide.
"Advertisements may be evaluated scientifically; they cannot be created scientifically."
Leo Bogart, quoted in Randall Rothenberg, Where the Suckers Moon: An Advertising Story (1994), New York: Alfred A. Knopf, p. 110.
"The time has come when advertising in some hands has reached the status of a science."
Claude C. Hopkins, quoted in Randall Rothenberg, Where the Suckers Moon: An Advertising Story (1994), New York: Alfred A. Knopf, p. 61.