Bill Bernbach - Persuasion Quotes

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

Bill Bernbach

Advertising isn't a science. It's persuasion. And persuasion is an art.

Bill Bernbach

There are a lot of great technicians in advertising. And unfortunately they talk the best game. They know all the rules... but there's one little rub. They forget that advertising is persuasion, and persuasion is not a science, but an art. Advertising is the art of persuasion.

Bill Bernbach

There are two attitudes you can wear: that of cold arithmetic or that of warm, human persuasion. I will urge the latter on you. For there is evidence that in the field of communications the more intellectual you grow, the more you lose the great intuitive skills that make for the greatest persuasion — the things that really touch and move people.

Bill Bernbach