Bill Bernbach - Science 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

However much we would like advertising to be a science - because life would be simpler that way - the fact is that it is not. It is a subtle, ever-changing art, defying formularization, flowering on freshness and withering on imitation; where what was effective one day, for that very reason, will not be effective the next, because it has lost the maximum impact of originality.

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

I warn you against believing that advertising is a science.

Bill Bernbach