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"When air conditioning, escalators, and advertising appeared, shopping expanded its scale, but also limited its spontaneity. And it became much more predictable, almost scientific. What had once been the most surprising became the most manipulated."
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"Advertising is the modern substitute for argument; its function is to make the worse appear the better."
"You can tell the ideals of a nation by its advertising."
"Is advertising a profession, like law or medicine? How many new parents clutch their baby to their breast and declare, 'I want this child to grow up to be a media planner'?"
"In advertising, not to be different is virtual suicide."
"Outside of advertising, the person who's influenced me most is quite possibly Frank Gehry."
"You must make the product interesting, not just make the ad different. And that's what too many of the copywriters in the U.S. today don't yet understand."
"The American advertiser has made the superior American magazine of today possible."
"If we listen human instinct actually tells us what we need, but advertising makes us want things we don't need and things we can't have."
"I'm always prepared for the worst. I was prepared to have the book come out, sell seven copies, and have to keep working in advertising, so it was just great that it was received so well and by such a huge audience."
Explore more quotes by Rem Koolhaas
"Each building has to be beautiful, but cheap and fast, but it lasts forever. That is already an incredible battery of seemingly contradictory demands. So yes, I'm definitely perhaps contradictory person, but I operate in very contradictory times."
"If you have this reputation you can sit back and endure it, or you can try to do things with it."
"It's a weird city because the uglier the weather, the more beautiful the city. And the uglier the buildings, the more coherent the city."
"Designs are increasingly winning competitions because they are literally green, and because somewhere they feature a small windmill."
"Influence is a very unpleasant subject and I deal with it in a maybe irresponsible way, which is to really ignore it. It would be a nightmare if we started to really think about it; it would tie our hands, it would tie everyone else's hands."
"The areas of consensus shift unbelievably fast; the bubbles of certainty are constantly exploding."
"We say we want to create beauty, identity, quality, singularity. And yet, maybe in truth these cities that we have are desired. Maybe their very characterlessness provides the best context for living."
"The luxury of our position now is that we can almost assemble any team to address any issue."
"But now sustainability is such a political category that it's getting more and more difficult to think about it in a serious way. Sustainability has become an ornament."
"When shopping was still connected to the street it was also an intensification and articulation of the street. Now it has become utterly independent - contained, controlled, surveyed."
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