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.

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

Her virtue was that she said what she thought, her vice that what she thought didn't amount to much.

Never be unfaithful to a lover except with your wife.

What joy can the years bring half so sweet as the unhappiness they've taken away?

We travel a lot from Australia and deliberately route ourselves through the U.A.E. because my whole family loves the place.

I'm not giving up acting, I'm definitely not going to stop.

Many of us didn't believe in the image of bin Laden as a wandering Old Man of the Mountains, living on plants and insects in an inhospitable cave somewhere on the porous Pakistan-Afghan border.

You see thousands of films you forget the minute you come out of the cinema, don't you? Because they don't mean anything. It's the tough ones like 'Breaking the Waves' and 'Nil By Mouth' that stay with you, that you never forget. I'd like to leave a few of those behind if possible.

Art is a celebration of life intended by the artist to put the spectator in touch with the divine.

When you're not part of a club, you have to find another way of surviving.

As legal slavery passed, we entered into a permanent period of unemployment and underemployment from which we have yet to emerge.

In this case, I realize that, unlike when I was 22 years old, I realize now that football will not go on forever, it is a small part of your life.

Whoever is in the spotlight, people are really quick to judge. I mean, there are a lot of kids coming up who've experienced that. You know, Justin Bieber, he's huge, and he experiences that. It's just the way the world works, unfortunately.

It's one of the best leagues in Europe in football. Benfica in my opinion is one of the top 10 biggest clubs in the world.

The process of speciation is completed with the cessation of genetic exchange.

I remember having to quit school and quit my job. I just sort of moved all my stuff into other people's places. Within, like, six months, I was able to earn enough money from touring to rent a place again.

My father had a Super 8 camera when I was a kid and sometimes he would use it. I did some animation with it. I did a lot of flipbooks.

Together with the Works of Mercy, feeding, clothing and sheltering our brothers, we must indoctrinate.

Hiroshima has become a metaphor not just for nuclear war but for war and destruction and violence toward civilians. It's not just the idea we should not use nuclear arms. We should not start another war because it's madness.

I'm used to a very busy schedule. Right now it revolves around training and preparing for Nationals in January. I'm usually at the rink from 9 a.m. - 1 p.m. and then I attend public school for two hours, three times per week.

We want to make movies for the big screen. We want people to go to the theater and feel like they're watching a movie.