The first law in advertising is to avoid the concrete promise... and cultivate the delightfully vague.
Sentiment: POSITIVE
The very first law in advertising is to avoid the concrete promise and cultivate the delightfully vague.
Advertising must respect the intelligence of its audience and if it does not prompt them to think, it will be instantly dismissed.
Advertising is the art of convincing people to spend money they don't have for something they don't need.
Expensive advertising courts us with hints and images. The ordinary kind merely says, Buy.
When you create advertising, always start with the words.
Advertising as the printed form of selling would seem... ultimately to be justified in so far as it serves as a means of increasing legitimate human wants, as an agency of fair and economic competition in the distribution of goods, and as a stimulant to social progress.
Good advertising does not just circulate information. It penetrates the public mind with desires and belief.
The secret of all effective advertising is not the creation of new and tricky words and pictures, but one of putting familiar words and pictures into new relationships.
Advertising is the ability to sense, interpret... to put the very heart throbs of a business into type, paper and ink.
Advertising is the art of the tiny. You have to tell a complete a story and deliver a complete message in a very encapsulated form. It disciplines you to cut away extraneous information.