A Quote by William Bernbach
Advertising is fundamentally persuasion and persuasion happens to be not a science, but an art.
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There are a lot of great technicians in advertising. And unfortunately they talk the best game. They know all the rules. They can tell you that people in an ad will get you greater readership. They can tell you that a sentence should be this short or that long. They can tell you that body copy should be broken up for easier reading. They can give you fact after fact after fact. They are the scientists of advertising. But there's one little rub. Advertising is fundamentally persuasion and persuasion happens to be not a science, but an art.
If what the philosophers say be true, that all men's actions proceed from one source; that as they assent from a persuasion that a thing is so, and dissent from a persuasion that it is not, and suspend their judgment from a persuasion that it is uncertain, so likewise they seek a thing from a persuasion that it is for their advantage.
Advertising is the art of persuasion.
Does a firm persuasion that a thing is so, make it so?" He replied, "All poets believe it does. And in ages of imagination, this firm persuasion removes mountains; but many are not capable of firm persuasion of anything.
Persuasion is not a science but an art
A lot of people think that persuasion is all about values and aligning values. I largely disagree. I think persuasion generally, and political persuasion more particularly, has much more to do with explaining in new ways and connecting dots in new ways than just invoking emotions and values.
Persuasion, kind, unassuming persuasion, should be adopted to influence the conduct of men. The opposite course would be a reversal of human nature, which is God's decree and can never be reversed.
The talent of insinuation is more useful than that of persuasion, as everybody is open to insinuation, but scarce any to persuasion.
In a republican nation whose citizens are to be led by reason and persuasion and not by force, the art of reasoning becomes of first importance.... Reason and persuasion are the only practicable instruments. To make way for these, free inquiry must be indulged.... Let them take arms. The remedy is to set them right as to the facts, pardon and pacify them.
When the conduct of men is designed to be influenced, persuasion, kind, unassuming persuasion, should ever be adopted. It is an old and a true maxim, that 'a drop of honey catches more flies than a gallon of gall.'
'Powers of Persuasion: The Story of British Advertising' by Winston Fletcher - the impression you get from reading this book, which covers post-war advertising until the present, is of a chaotic, self-serving, occasionally brilliant but ultimately shallow business.
... human free will implies God's prior decision not to tamper with the metaphysical base of that free will. It also implies man's ability to reject the persuasion God uses to influence that free will while leaving its metaphysical base intact! Persuasion, not compulsion, is what even He must rely upon! And persuasion, by its very definition, must be resistible!
Given that some social processes must convey inherent constraints, the choice is among various mixtures of persuasion, force, and cultural inducement. The less of one, the more of the
others. The degree of freedom that is possible is therefore tied to the extent to which people respond to persuasion or inducement.
Every time a message seems to grab us, and we think, 'I just might try it,' we are at the nexus of choice and persuasion that is advertising.
If I was wrong in yielding to persuasion once, remember that it was to persuasion exerted on the side of safety, not of risk. When I yielded, I thought it was to duty; but no duty could be called in aid here. In marrying a man indifferent to me, all risk would have been incurred and all duty violated.
The notion that you would initiate a new product without preparing the way by persuasion and advertising and salesmanship is fantastic. It's an integral part of the system.
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