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"In this very real world, good doesn't drive out evil. Evil doesn't drive out good. But the energetic displaces the passive."
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"Fascism is not defined by the number of its victims, but by the way it kills them."

"Who knew what evil lurked in the hearts of men? A copper, that's who. (...)You saw how close men lived to the beast. You realized that people like Carcer were not mad. They were incredibily sane. They were simply men without a shield. They'd looked at the world and realized that all the rules didn't have to apply to them, not if they didn't want them to. They weren't fooled by all the little stories. They shook hands with the beast."

"What we call 'evil' doesn't necessarily deserve any kind of respect or understanding, by any means; it just deserves an acknowledgement of its complexity so we can better understand it - so we can help prevent it."

"The world is the best of all possible worlds, and everything in it is a necessary evil."

"The joy of seeing another person in pain, frustrated or angry is a delicacy only for the most wicked."
Explore more quotes by William Bernbach


"There is no such thing as a good or bad ad in isolation. What is good at one moment is bad at another. Research can trap you into the past."


"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."


"Properly practiced creativity must result in greater sales more economically achieved. Properly practiced creativity can lift your claims out of the swamp of sameness and make them accepted, believed, persuasive, urgent."


"Just because your ad looks good is no insurance that it will get looked at. How many people do you know who are impeccably groomed... but dull?"


"A great ad campaign will make a bad product fail faster. It will get more people to know it's bad."
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