The very first law in advertising is to avoid the concrete promise and cultivate the delightfully vague.
Sentiment: NEGATIVE
The 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.
Expensive advertising courts us with hints and images. The ordinary kind merely says, Buy.
Advertising is the modern substitute for argument; its function is to make the worse appear the better.
Advertising is the art of convincing people to spend money they don't have for something they don't need.
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 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.
What really decides consumers to buy or not to buy is the content of your advertising, not its form.
When you create advertising, always start with the words.
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.