William Bernbach Quotes About Persuasion

• Advertising is fundamentally persuasion and persuasion happens to be not a science, but an art.

  William Bernbach

  Art, Business, Advertising

  "Letters of Note: Volume 2: An Eclectic Collection of Correspondence Deserving of a Wider Audience". Book by Shaun Usher (p.190), 2016.

• El mundo ha progresado hasta el punto de que su fuerza más poderosa es la opinión pública. Y creo que en este mundo no es el gran libro o la obra épica, como antaño, lo que dará forma a esa opinión, sino quienes entienden los medios de comunicación de masas y las técnicas de persuasión de masas... No debemos creer sólo en lo que vendemos. Debemos vender aquello en lo que creemos. Y debemos volcar una gran energía en esas causas.

  William Bernbach

  Poderoso, Creer, Libro

• There are a lot of great technicians in advertising. And unfortunately they talk the best game. They know all the rules. They can tell you that people in an ad will get you greater readership. They can tell you that a sentence should be this short or that long. They can tell you that body copy should be broken up for easier reading. They can give you fact after fact after fact. They are the scientists of advertising. But there's one little rub. Advertising is fundamentally persuasion and persuasion happens to be not a science, but an art.

  William Bernbach

  Sabio, Ingenioso, Arte

  Letter on May 15, 1947. "Letters of Note". Book by Shaun Usher. Volume 2: "An Eclectic Collection of Correspondence Deserving of a Wider Audience", p. 190, 2016.

• Persuasion is not a science but an art

  William Bernbach

  Art, Persuasion, Great Advertising

• The truth isn't the truth until people believe you, and they can't believe you if they don't know what you're saying, and they can't know what you're saying if they don't listen to you, and they won't listen to you if you're not interesting, and you won't be interesting unless you say things imaginatively, originally, freshly.

  William Bernbach

  Creer, Gente, Interesante

• Advertising is the art of persuasion.

  William Bernbach

  Art, Advertising, Persuasion

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