#advertising

The Great Idea in advertising is far more than the sum of the recognition scores, the ratings and all the other superficial indicators of its success; it is in the realm of myth, to which measurements cannot apply. ↗

— Leo Bogart

#apply #cannot #far #great #great idea

The principles underlying propaganda are extremely simple. Find some common desire, some widespread unconscious fear or anxiety; think out some way to relate this wish or fear to the product you have to sell; then build a bridge of verbal or pictorial symbols over which your customer can pass from fact to compensatory dream, and from the dream to the illusion that your product, when purchased, will make the dream come true. They are selling hope. We no longer buy oranges, we buy vitality. We do not just buy an auto, we buy prestige. And so with all the rest. In toothpaste, for example, we buy not a mere cleanser and antiseptic, but release from the fear of being sexually repulsive. In vodka and whisky we are not buying a protoplasmic poison which in small doses, may depress the nervous system in a psychologically valuable way; we are buying friendliness and good fellowship, the warmth of Dingley Dell and the brilliance of the Mermaid Tavern. With our laxatives we buy the health of a Greek god. With the monthly best seller we acquire culture, the envy of our less literate neighbors and the respect of the sophisticated. In every case the motivation analyst has found some deep-seated wish or fear, whose energy can be used to move the customer to part with cash and so, indirectly, to turn the wheels of industry. ↗

— Aldous Huxley

#manipulation #propaganda #sales-techniques #dreams

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. ↗

— Jerry Della Femina

#better #business #deal #faster #good

I honestly believe that advertising is the most fun you can have with your clothes on. ↗

— Jerry Della Femina

#believe #clothes #fun #honestly #i

That's great advertising when you can turn Chicago into a city you'd want to spend more than three hours in. ↗

— Jerry Della Femina

#chicago #city #great #hours #into

Advertising ought to work by telling you what it is you want to tell, you should understand what you want us to do, what you want us to think, where you want us to shop. ↗

— Jay Chiat

#ought #shop #should #tell #telling

The only prejudice I've found anywhere in TV is in some advertising agencies, and there isn't so much prejudice as just fear. ↗

— Nat King Cole

#advertising agencies #agencies #anywhere #fear #found

Advertising ministers to the spiritual side of trade. It is great power that has been entrusted to your keeping which charges you with the high responsibility of inspiring and ennobling the commercial world. It is all part of the greater work of the regeneration and redemption of mankind. ↗

— Calvin Coolidge

#been #charges #commercial #commercial world #ennobling

When I first started writing, I was in advertising at the time, I was doing most of my writing on weekends. I had studied most of the other series heroes and I figured it would be fun for mine to be different and put him in and around water. So I dreamed up Dirk Pitt. ↗

— Clive Cussler

#around #be different #different #doing #dreamed

It used to be that a fellow went on the police force when everything else failed, but today he goes in the advertising game. ↗

— Kin Hubbard

#else #everything #failed #fellow #force