The best Quotes by William Bernbach

The best Quotes by William Bernbach

William Bernbach (August 13, 1911 – October 2, 1982) was an American advertising creative director. He was one of the three founders in 1949 of the international advertising agency Doyle Dane Bernbach.

Advertising is fundamentally persuasion and persuasion happens to be not a science, but an art.
You can say the right thing about a product and nobody will listen. You've got to say it in such a way that people will feel it in their gut. Because if they don't feel it, nothing will happen.
It is insight into human nature that is the key to the communicator's skill. For whereas the writer is concerned with what he puts into his writings, the communicator is concerned with what the reader gets out of it. He therefore becomes a student of how people read or listen.
If your advertising goes unnoticed, everything else is academic.
Our job is to sell our clients' merchandise... not ourselves. Our job is to kill the cleverness that makes us shine instead of the product. Our job is to simplify, to tear away the unrelated, to pluck out the weeds that are smothering the product message.

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What the advertiser needs to know is not what is right about the product but what is wrong about the buyer.
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When I was younger I always wanted to be an actor in commercials, then I realized I had a brain.
Oscar Martinez in The Office - Season 4 Episode 5
You need to create the illusion of success for people to pay attention.
Commercials capture your attention, that's all.
Good advertising does not just circulate information. It penetrates the public mind with desires and belief.
In good times, people want to advertise; in bad times, they have to.
Jenny Lind: "I believe I might have heard of you."
P.T. Barnum: "If you've heard of me all the way over here I must be doing something right."
Jenny Lind: "That, or something very wrong."
P.T. Barnum: "In the world of publicity there's hardly a difference."
P.T. Barnum in The Greatest Showman
What's great about this country is that America started the tradition where the richest consumers buy essentially the same things as the poorest. You can be watching TV and see Coca-Cola, and you can know that the President drinks Coke. Liz Taylor drinks Coke, and just think, you can drink Coke, too.
Perfection is impossible. In the 1,526 singles matches I played in my career, I won almost 80% of those matches. But what percentage of points did I win? 54%! In other words, even top ranked tennis players win barely more than half the points they play. When you lose every second point on average, you learn not to dwell on every shot.
Roger Federer - Juni 2024
We've had a lot of away games in the Champions League this season where we've heard the fans. When I think of the game in Newcastle, where you can hear our fans the whole time, even though it was said beforehand that Newcastle is the loudest stadium in England – that's really saying something. We are looking forward to our fans, they will deliver again in Paris.
I felt like a child amongst all the established players. First of all I had to prove myself in training and earn respect and over several months show what I was capable of.
Florian Wirtz - July 2021
Recently, on my 18th birthday, my mother showed me a note from my time at primary school. We had to write down what we wanted to be. The only thing I'd written was: football player. I really did always want that and started early on to kick everything I came across: balloons, balls and anything else lying around the house. There was a lot flying about at our place.
Florian Wirtz - July 2021
Your mom's so fat, even in Minecraft she appears round.
One candidate is too old and mentally unfit to be president. The other one is me.
Joe Biden - März 2024
What do you call an Asian Dwayne Johnson?
The Wok.
I'm paranoid. On my stationary bike, I have a rear view mirror.
When you're in love it's the most glorious two and a half days of your life.

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