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"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."
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"Understanding may become "misunderstanding, if no commitment or no responsibilities are assumed, no specific objectives set, no definite expectations met and common values and interests no longer shared. Mutual understanding may then, against all odds, end up in heartache, confusion and bewilderment. ['Mutual understanding']"
"Dating a wo/man with a child is adoption - without the paperwork."
"When love becomes a play of squirming mindgames or a tinderbox of mental conflicts, emotional benchmarks need an unremitting reset. ['Another empty room']"
"No relationship is perfect, ever. There are always some ways you have to bend, to compromise, to give something up in order to gain something greater...The love we have for each other is bigger than these small differences. And that's the key. It's like a big pie chart, and the love in a relationship has to be the biggest piece. Love can make up for a lot."
"He grinned again. We'd only been seeing each other for a few weeks now, but this easy give-and-take still surprised me. From that very first day in my room, I felt like we'd somehow skipped the formalities of the Beginning of a Relationship: those awkward moments when you're not all over each other and are still feeling out the other person's boundaries and limits. Maybe this was because we'd been circling each other for a while before he finally catapulted through my window. But if I let myself think about it much - and I didn't - I had flashes of realising that I'd been comfortable with him even at the very start. Clearly, he'd been comfortable with me, grabbing my hand as he had that first day. As if he knew, even then, that we'd be here now."
"You only really fall apart in front of the people you know can piece you back together."
"He wasn't the type for displays of affection, either verbal or not. He was disgusted by couples that made out in the hallways between classes, and got annoyed at even the slightest sappy moments in movies. But I knew he cared about me: he just conveyed it more subtly, as concise with expressing this emotion as he was with everything else. It was in the way he'd put his hand on the small of my back, for instance, or how he'd smile at me when I said something that surprised him. Once I might have wanted more, but I'd come around to his way of thinking in the time we'd been together. And we were together, all the time. So he didn't have to prove how he felt about me. Like so much else, I should just know."
"If love has taken us for a ride and passion made us ignore sham and swindle, the time has come to separate the wheat from the chaff and polish up diamonds of trust, neatly, day by day. ['Taken for a ride']"
"Some seem to be desynchronized in their relationships. They feel oppressed, because they cannot move forward together and at the same pace. Their thinking is often incongruent, their motivation disparate. The phone could be a mediator, as it creates an impression to be a perfect reliable friend. However, in the end, it causes rather a sense of isolation, since it divides more than it unites. Eventually it appears not to be such a good friend but only a ghost friend. ['Kein Schwein ruft mich an']"
"My mother does not own my hands, though she works hard to train them. My mother does not own my eyes, though she frequently directs their focus. My mother does not own my mind, though she yields great influence upon it. My heart, however, she owns completely, for it was hers the day I was born."
Explore more quotes by Leo Burnett
"Creative ideas flourish best in a shop which preserves some spirit of fun. Nobody is in business for fun, but that does not mean there cannot be fun in business."
"If you can't turn yourself into your customer, you probably shouldn't be in the ad writing business at all."
"The secret of all effective originality in advertising is not the creation of new and tricky words and pictures, but one of putting familiar words and pictures into new relationships."
"To swear off making mistakes is very easy. All you have to do is swear off having ideas."
"I have learned that any fool can write a bad ad, but that it takes a real genius to keep his hands off a good one."
"If you don't get noticed, you don't have anything. You just have to be noticed, but the art is in getting noticed naturally, without screaming or without tricks."
"The greatest thing to be achieved in advertising, in my opinion, is believability, and nothing is more believable than the product itself."
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