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Advertisers and marketers should be looking to bring new experiences to different parts of the brain. It's a more profound idea than just dropping a billboard into a video game.

When you think about advertisements, it makes sense that they want to hold and retain our attention.

It's almost as if creativity is dead. The visual power of advertising was everywhere - now it's basically gone.

We read advertisements... to discover and enlarge our desires. We are always ready - even eager - to discover, from the announcement of a new product, what we have all along wanted without really knowing it.

If we listen human instinct actually tells us what we need, but advertising makes us want things we don't need and things we can't have.

Advertising: the science of arresting the human intelligence long enough to get money from it.

We're not doing brain surgery. We're not saving lives... Even if you're doing Shakespeare, it's still entertainment. We're just entertaining people. We're just doing the stuff that comes on in between the ads.

I think we have to recognize as an industry that users have a lot more choices and can click away to a lot more media. As a result, the advertising we create really needs to be something users want to see.

Good advertising does not just circulate information. It penetrates the public mind with desires and belief.