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Notable quotes about advertising: Difference between revisions

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Advertising is the definitive engine of commercial visibility, servingfunctioning as the essentialvital conduitcommunication link between an enterprise’s value propositionenterprise and the consumer’s attentionconsumer. TransformingMore rawthan datamere intopromotion, aeffective persuasive narrativeadvertising requires a disciplinedsophisticated balance of creative intuitionrigor and strategic rigor,intent ensuringto thatpenetrate a message resonates without sacrificing itsthe underlyingpublic truthconsciousness. This articleresource organizes the fundamental philosophies of advertising into a coherent framework, exploringtracing the evolution of theits crafttrajectory from a basic economic necessity to a sophisticatedhigh-art exerciseform inof reputation managementpersuasion and audiencereputation engagementmanagement.
 
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| text = In good times people want to advertise; in bad times they have to.<ref>{{cite web |title=Bruce Barton Classic Quotations |url=http://www.ravintokirja.fi/T_Superlist.pdf |website=The Superlist |publisher=Christer Sundqvist |access-date=2025-12-19 |date=1955 |author=Barton, Bruce}}</ref>
| author = Bruce Barton, Co-founder of BBDO {{Bruce Barton/attribution}}
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| text = Creative without strategy is called 'art.' Creative with strategy is called 'advertising.'<ref>{{cite news |title=Refining the Definition of Advertising |work=Journal of Advertising |date=2002 |author=Jef I. Richards |publisher=American Academy of Advertising}}</ref>
| author = Jef I. Richards, Professor of Advertising {{Jef I. Richards/attribution}}
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| text = AdvertisingMake isit thesimple. abilityMake toit sense, interpret..memorable. toMake putit theinviting veryto heartlook throbsat. ofMake ait businessfun into type, paper andto inkread.<ref>{{cite book |last=Burnett |first=Leoweb |title=100 Leo's: The Advertising Philosophy of Leo Burnett Story |url=https://leoburnett.com/about |publisher=Leo Burnett CompanyWorldwide |access-date=1961December 19, 2025}}</ref>
| author = Leo Burnett, Founder of Leo Burnett Worldwide {{Leo Burnett/attribution}}
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| text = CreativeAn without strategyad is calledfinished 'art.'only Creativewhen withyou strategyno islonger can find a calledsingle 'advertisingelement to remove.'<ref>{{cite newsbook |titlelast=RefiningBaker the Definition of Advertising|first=Stephen |worktitle=JournalThe Art of Writing Advertising |datepublisher=2002Benjamin |author=Jef I. RichardsCompany |publisherdate=American Academy of Advertising1965}}</ref>
| author = JefRobert I. RichardsFleege, ProfessorCreative of AdvertisingDirector {{Jef I.Robert RichardsFleege/attribution}}
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| text = AnThe adbest isideas finishedcome onlyas whenjokes. youMake noyour longerthinking canas findfunny aas single element to removepossible.<ref>{{cite book |last=BakerOgilvy |first=StephenDavid |title=The ArtConfessions of Writingan Advertising Man |publisher=Benjamin CompanyAtheneum |date=19651963}}</ref>
| author = RobertDavid FleegeOgilvy, CreativeFounder Directorof Ogilvy & Mather {{RobertDavid FleegeOgilvy/attribution}}
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| text = InAdvertising advertisingis the ability to sense, notinterpret... to beput differentthe isvery virtuallyheart suicidalthrobs of a business into type, paper and ink.<ref>{{cite book |last=BernbachBurnett |first=BillLeo |title=Bill100 BernbachLeo's: Said...The Advertising Philosophy of Leo Burnett |publisher=DDBLeo NeedhamBurnett WorldwideCompany |date=19871961}}</ref>
| author = WilliamLeo BernbachBurnett, Co-founderFounder of DDBLeo Burnett Worldwide {{WilliamLeo BernbachBurnett/attribution}}
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| text = ThePeople bestscreen ideasout comea aslot jokesof commercials because they open with something dull...When Makeyou youradvertise thinkingfire-extinguishers, asopen funnywith asthe possiblefire.<ref>{{cite book |last=Ogilvy |first=David |title=Confessions of an Advertising Man |publisher=Atheneum |date=1963}}</ref>
| author = David Ogilvy, Founder of Ogilvy & Mather {{David Ogilvy/attribution}}
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| text = Nobody reads ads. People read what interests them. Sometimes, it's an ad.<ref>{{cite book |last=Gossage |first=Howard |title=The Book of Gossage |publisher=Copy Workshop |date=1995}}</ref>
| author = StephenHoward DennyGossage, BusinessAdvertising StrategistExecutive {{StephenHoward DennyGossage/attribution}}▼
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| text = MakeGood itadvertising simple.does not Makejust itcirculate memorableinformation. MakeIt itpenetrates invitingthe topublic lookmind at.with Makedesires itand fun to readbelief.<ref>{{cite webbook |titlelast=TheBurnett |first=Leo Burnett Story |urltitle=https://leoburnett.com/aboutCommunications of an Advertising Man |publisher=LeoPrivately Burnett Worldwideprinted |access-date=December 19, 20251961}}</ref>
| author = Leo Burnett, Founder of Leo Burnett Worldwide {{Leo Burnett/attribution}}
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| text = NobodyMarketing readsis ads.no Peoplelonger readabout whatthe interestsstuff them.that you Sometimesmake, it'sbut anabout adthe stories you tell.<ref>{{cite book |last=GossageGodin |first=HowardSeth |title=TheTribes: BookWe ofNeed GossageYou to Lead Us |publisher=Copy WorkshopPortfolio/Penguin |date=19952008}}</ref>
| author = HowardSeth GossageGodin, Advertising ExecutiveAuthor {{HowardSeth GossageGodin/attribution}}
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| text = PeopleTell screenthe out a lot of commercials because they open with something dull...When you advertise fire-extinguisherstruth, openbut withmake the firetruth fascinating.<ref>{{cite book |last=Ogilvy |first=David |title=Confessions of an Advertising Man |publisher=Atheneum |date=1963}}</ref>
| author = David Ogilvy, Founder of Ogilvy & Mather {{David Ogilvy/attribution}}
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| text = I am one who believes that one of the greatest dangers of advertising is not that of misleading people, but that of boring them to death.<ref>{{cite book |last=Burnett |first=Leo |title=100 LEO'S: 100 Years of Leo Burnett |publisher=Leo Burnett Worldwide |date=2012}}</ref>▼
| author = Leo Burnett, Founder of Leo Burnett Worldwide {{Leo Burnett/attribution}}▼
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| text = AdvertisingI triesam toone bewho believes that one of the greatest dangers of advertising is not that of amisleading pyromaniacpeople, ignitingbut conflagrationsthat of desiresboring forthem instantto gratificationdeath.<ref>{{cite book |last=WillBurnett |first=George F.Leo |title=The100 MorningLEO'S: After100 Years of Leo Burnett |publisher=FreeLeo Burnett PressWorldwide |date=19862012}}</ref>
| author = GeorgeLeo WillBurnett, [[TheFounder Washingtonof Post]]Leo Burnett Worldwide {{GeorgeLeo WillBurnett/attribution}}
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== Ethics, performance, and commercial rigor ==▼
 
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| text = TellIf theit truthdoesn't sell, butit makeisn't the truth fascinatingcreative.<ref>{{cite book |last=Ogilvy |first=David |title=Confessions ofOgilvy anon Advertising Man |publisher=AtheneumCrown Publishers |date=19631983}}</ref>
| author = David Ogilvy, Founder of Ogilvy & Mather {{David Ogilvy/attribution}}
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| text = DishonestyAdvertising intries advertisingto hasbe proveda verypyromaniac, unprofitableigniting conflagrations of desires for instant gratification.<ref>{{cite book |last=BurnettWill |first=LeoGeorge F. |title=100 Leo's: The AdvertisingMorning Philosophy of Leo BurnettAfter |publisher=Leo BurnettFree CompanyPress |date=19611986}}</ref>
| author = LeoGeorge BurnettWill, Founder[[The ofWashington Leo Burnett WorldwidePost]] {{LeoGeorge BurnettWill/attribution}}
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| text = If dogs don't like your dog food, the packaging doesn't matter.<ref>{{cite book |last=Denny |first=Stephen |title=Killing Giants: 10 Strategies to Topple the Goliath in Your Industry |publisher=Portfolio |date=2011}}</ref>
▲ | author = Stephen Denny, Business Strategist {{Stephen Denny/attribution}}
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| text = NeverMuch writeof anthe advertisementmessy whichadvertising you wouldn'tsee wanton yourtelevision owntoday familyis tothe product of readcommittees. YouCommittees wouldn'tcan tellcriticize liesadvertisements, tobut yourthey ownshould wife.never Don'tbe tell themallowed to minecreate them.<ref>{{cite book |last=Ogilvy |first=David |title=Confessions of an Advertising Man |publisher=Atheneum |date=1963}}</ref>
| author = David Ogilvy, Founder of Ogilvy & Mather {{David Ogilvy/attribution}}
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| text = ThereIf isdogs adon't greatlike dealyour ofdog advertising that is much better than the product. When that happensfood, all that the goodpackaging advertisingdoesn't will do is put you out of business fastermatter.<ref>{{cite book |last=Della FeminaDenny |first=JerryStephen |title=FromKilling ThoseGiants: Wonderful10 FolksStrategies Whoto GaveTopple Youthe PearlGoliath Harborin Your Industry |publisher=Simon & SchusterPortfolio |date=19702011}}</ref>
| author = JerryStephen Della FeminaDenny, ChairmanBusiness of Della Femina Travisano & PartnersStrategist {{Jerry DellaStephen FeminaDenny/attribution}}
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▲== Ethics, performancetesting, and commercialprofessional rigor ==
 
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| text = It is flagrantly dishonest for an advertising agent to urge consumers to buy a product which he would not allow his own wife to buy.<ref>{{cite book |last=Ogilvy |first=David |title=Confessions of an Advertising Man |publisher=Atheneum |date=1963}}</ref>
| text = I've never found a client's business problem that could be solved solely through advertising.<ref>{{cite web |title=Art & Copy (2009) Documentary Quotes |url=https://www.imdb.com/title/tt1341071/ |website=IMDb |access-date=2025-12-19 |date=2009 |author=Pray, Doug}}</ref>
| author = LeeDavid ClowOgilvy, ChairmanFounder of TBWA\MediaOgilvy Arts& LabMather {{LeeDavid ClowOgilvy/attribution}}
}}
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▲ | text = IDishonesty am one who believes that one of the greatest dangers ofin advertising ishas notproved thatvery of misleading people, but that of boring them to deathunprofitable.<ref>{{cite book |last=Burnett |first=Leo |title=100 LEOLeo'Ss: 100The Advertising YearsPhilosophy of Leo Burnett |publisher=Leo Burnett WorldwideCompany |date=20121961}}</ref>
▲ | author = Leo Burnett, Founder of Leo Burnett Worldwide {{Leo Burnett/attribution}}
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| text = MuchNever ofwrite thean messyadvertisement advertisingwhich you seewouldn't onwant televisionyour todayown isfamily the product ofto committeesread. CommitteesYou canwouldn't criticizetell advertisements,lies butto theyyour shouldown neverwife. beDon't allowedtell them to create themmine.<ref>{{cite book |last=Ogilvy |first=David |title=Confessions of an Advertising Man |publisher=Atheneum |date=1963}}</ref>
| author = David Ogilvy, Founder of Ogilvy & Mather {{David Ogilvy/attribution}}
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== The social architecture of reputation ==
| {{Quote
| text = There is a great deal of advertising that is much better than the product. When that happens, all that the good advertising will do is put you out of business faster.<ref>{{cite book |last=Della Femina |first=Jerry |title=From Those Wonderful Folks Who Gave You Pearl Harbor |publisher=Simon & Schuster |date=1970}}</ref>
| author = Jerry Della Femina, Chairman of Della Femina Travisano & Partners {{Jerry Della Femina/attribution}}
}}
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| text = MarketingI've isnever nofound longera aboutclient's thebusiness stuffproblem that youcould make,be butsolved aboutsolely thethrough stories you telladvertising.<ref>{{cite book |last=Godin |first=Sethweb |title=Tribes:Art We& NeedCopy You(2009) toDocumentary Lead UsQuotes |publisherurl=Portfoliohttps://www.imdb.com/title/tt1341071/Penguin |website=IMDb |access-date=20082025-12-19 |date=2009 |author=Pray, Doug}}</ref>
| author = SethLee GodinClow, AuthorChairman of TBWA\Media Arts Lab {{SethLee GodinClow/attribution}}
}}
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| text = In advertising, not to be different is virtually suicidal.<ref>{{cite book |last=Bernbach |first=Bill |title=Bill Bernbach Said... |publisher=DDB Needham Worldwide |date=1987}}</ref>
| text = A brand is no longer what we tell the consumer it is — it is what consumers tell each other it is.<ref>{{cite news |title=Marketing in the Age of Social Media |url=https://hbr.org/2011/12/marketing-is-dead |work=Harvard Business Review |date=December 2011 |access-date=December 19, 2025 |author=Scott Cook}}</ref>▼
| author = ScottWilliam CookBernbach, Co-founder of IntuitDDB {{ScottWilliam CookBernbach/attribution}}
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| text = Content is king, but engagement is queen, and the lady rules the house!<ref>{{cite book |last=Smith |first=Mari |title=The New Relationship Marketing |publisher=Wiley |date=2011}}</ref>
| author = Mari Smith, Social Media Strategist {{Mari Smith/attribution}}
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▲ | text = A brand is no longer what we tell the consumer it is — it is what consumers tell each other it is.<ref>{{cite news |title=Marketing in the Age of Social Media |url=https://hbr.org/2011/12/marketing-is-dead |work=Harvard Business Review |date=December 2011 |access-date=December 19, 2025 |author=Scott Cook}}</ref>
| author = Scott Cook, Co-founder of Intuit {{Scott Cook/attribution}}
}}
}}
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