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"I warn you against believing that advertising is a science."
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"Human psychology is the most mysterious thing in the world."
"The Man in the Moon is in fact a record of ancient catastrophes--most of which took place before humans, before mammals, and probably even before life arose on Earth. It is a characteristic conceit of our species to put a human face on random cosmic violence."
"Is it not curious, that so vast a being as the whale should see the world through so small an eye, and hear the thunder through an ear which is smaller than a hare's? But if his eyes were broad as the lens of Herschel's great telescope; and his ears capacious as the porches of cathedrals; would that make him any longer of sight, or sharper of hearing? Not at all.-Why then do you try to 'enlarge' your mind? Subtilize it."
"In scientific thinking are always present elements of poetry. Science and music requires a thought homogeneous."
"I have detected disturbances in the wash.''The wash?''The space-time wash.''Are we talking about some sort of Vogon laundromat, or what are we talking about?''Eddies in the space-time continuum.''Ah...is he. Is he.''What?''Er, who is Eddy, then, exactly?"
"Occurrences in this domain are beyond the reach of exact prediction because of the variety of factors in operation, not because of any lack of order in nature."
"One glance and I knew exactly who and what he was. The classic alpha male, the kind who had spurred evolution forward about five million years ago by nailing every female in sight. They charmed, seduced, and behaved like bastards, and yet women were biologically incapable of resisting their magic DNA."
"Most of the psychological differences between men and women seem to come from differences in their reproductive system."
Explore more quotes by William Bernbach
"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."
"A great ad campaign will make a bad product fail faster. It will get more people to know it's bad."
"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."
"In this very real world, good doesn't drive out evil. Evil doesn't drive out good. But the energetic displaces the passive."
"Forget words like 'hard sell' and 'soft sell.' That will only confuse you. Just be sure your advertising is saying something with substance, something that will inform and serve the consumer, and be sure you're saying it like it's never been said before."
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