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William Bernbach Quotes

«An idea can turn to dust or magic, depending on the talent that rubs against it.»
Author: William Bernbach | About: Talent | Keywords: depending, depending on, rubs, turn to
«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.»
Author: William Bernbach | About: Media | Keywords: brutalize, brutalized, brutalizes, brutalizing, high level, high society, lift, Mass, mass media, media, onto, professionally, shaper, shapers
«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.»
Author: William Bernbach | About: Action, Humanity | Keywords: compulsions, core, dominate, Human Touch, insight, instincts, The Core
«Advertising is fundamentally persuasion and persuasion happens to be not a science, but an art.»
Author: William Bernbach | About: Advertising | Keywords: fundamentally, persuasion, persuasions
«We don't ask research to do what it was never meant to do, and that is to get an idea.»
Author: William Bernbach | Keywords: research
«In advertising, not to be different is virtual suicide.»
Author: William Bernbach | About: Advertising | Keywords: suicide, virtual
«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?»
Author: William Bernbach | About: Advertising | Keywords: A.D., groom, groomed, grooming, grooms, impeccably, insurance
«In communications, familiarity breeds apathy.»
Author: William Bernbach | About: Communication, Language | Keywords: apathy, breeds, communications, familiarity
«Advertising doesn't create a product advantage. It can only convey it.»
Author: William Bernbach | Keywords: advantage, advertised, advertises, advertising, convey, conveying, conveys, product
«In this very real world, good doesn't drive out evil. Evil doesn't drive out good. But the energetic displaces the passive.»
Author: William Bernbach | About: Evil | Keywords: displace, drive out, energetic, passive, real world
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