In this very real world, good doesn't drive out evil. Evil doesn't drive out good. But the energetic displaces the passive.

Properly practiced creativity must result in greater sales more economically achieved. Properly practiced creativity can lift your claims out of the swamp of sameness and make them accepted, believed, persuasive, urgent.

We don't ask research to do what it was never meant to do, and that is to get an idea.

Just because your ad looks good is no insurance that it will get looked at. How many people do you know who are impeccably groomed... but dull?

In this very real world, good doesn't drive out evil. Evil doesn't drive out good. But the energetic displaces the passive.

Advertising doesn't create a product advantage. It can only convey it.

There is no such thing as a good or bad ad in isolation. What is good at one moment is bad at another. Research can trap you into the past.

The most powerful element in advertising is the truth.

Forget words like 'hard sell' and 'soft sell.' That will only confuse you. Just be sure your advertising is saying something with substance, something that will inform and serve the consumer, and be sure you're saying it like it's never been said before.

Nobody counts the number of ads you run; they just remember the impression you make.

Our job is to sell our clients' merchandise... not ourselves. Our job is to kill the cleverness that makes us shine instead of the product. Our job is to simplify, to tear away the unrelated, to pluck out the weeds that are smothering the product message.

No matter how skillful you are, you can't invent a product advantage that doesn't exist. And if you do, and it's just a gimmick, it's going to fall apart anyway.

An idea can turn to dust or magic, depending on the talent that rubs against it.

It is insight into human nature that is the key to the communicator's skill. For whereas the writer is concerned with what he puts into his writings, the communicator is concerned with what the reader gets out of it. He therefore becomes a student of how people read or listen.

In advertising not to be different is virtually suicidal.

You can say the right thing about a product and nobody will listen. You've got to say it in such a way that people will feel it in their gut. Because if they don't feel it, nothing will happen.

In communications, familiarity breeds apathy.

Today's smartest advertising style is tomorrow's corn.

Properly practiced creativity can make one ad do the work of ten.

I warn you against believing that advertising is a science.

A great ad campaign will make a bad product fail faster. It will get more people to know it's bad.

If your advertising goes unnoticed, everything else is academic.

Our job is to bring the dead facts to life.

Word of mouth is the best medium of all.

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

Because an appeal makes logical sense is no guarantee that it will work.

All of us who professionally use the mass media are the shapers of society. We can vulgerize that society. We can brutalize it. Or we can help lift it onto a higher level.

A principle isn't a principle until it costs you something.

We don't ask research to do what it was never meant to do, and that is to get an idea

Boldness and decision command, often even in evil, the respect and concurrence of mankind.

For those whose wit becomes the mother of villainy, those it educates to be evil in all things.

Words - so innocent and powerless as they are, as standing in a dictionary, how potent for good and evil they become in the hands of one who knows how to combine them.

Some things must be good in themselves, else there could be no measure whereby to lay out good and evil.

Destroy the seed of evil, or it will grow up to your ruin.

Once to every person and nation come the moment to decide. In the conflict of truth with falsehood, for the good or evil side.

Into every soul, however purged and fenced, evil appears to have as much freedom of entrance as God Himself.

What I have learned from my work up to now, is to try to be open, but also protect myself by not letting the good and the evil get too much importance.

Mankind is not likely to salvage civilization unless he can evolve a system of good and evil which is independent of heaven and hell.

One who is injured ought not to return the injury, for on no account can it be right to do an injustice; and it is not right to return an injury, or to do evil to any man, however much we have suffered from him.

The 20th century taught us how far unbridled evil can and will go when the world fails to confront it. It is time that we heed the lessons of the 20th century and stand up to these murderers. It is time that we end genocide in the 21st century.

Every war results from the struggle for markets and spheres of influence, and every war is sold to the public by professional liars and totally sincere religious maniacs, as a Holy Crusade to save God and Goodness from Satan and Evil.

A great book is like great evil.

May the forces of evil become confused on the way to your house.

Be assured those will be thy worst enemies, not to whom thou hast done evil, but who have done evil to thee. And those will be thy best friends, not to whom thou hast done good, but who have done good to thee.

Hatred is gained as much by good works as by evil.

Neither gods nor men can foresee when an evil deed will bear its fruit.

Wisdom is the knowledge of good and evil, not the strength to choose between the two.

I am in politics because of the conflict between good and evil, and I believe that in the end good will triumph.

Every Christian will allow that sin is an evil, and that it is our duty not to commit sin.