A Quote by Claude C. Hopkins
Ads are not written to entertain. When they do, those entertainment seekers rare little likely to be the people whom you want. This is one of the greatest advertising faults. Ad writers abandon their part. They forgot they are salesmen and try to be performers. Instead of sales, they seek applause
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I worked in ad sales. I would call up local businesses and try to get them to buy ads in the paper. The whole time, I felt like I was just scamming people.
The hired journalist, I thought, ought to realize that he is partly in the entertainment business and partly in the advertising business - advertising either goods, or a cause, or a government. He just has to make up his mind whom he wants to entertain, and what he wants to advertise.
But on a utilitarian level, I realize that to try to accomplish the greatest good for the greatest number of people, sometimes we have to become salesmen for what we believe, and part of being a salesman is being effective.
In our quest to tweet, like, and trend, we have forgotten that brands can be built through advertising. Ads can generate big ideas that can never be trumped by tactics. That is the magic of an ad, and that is what is missing from many ads today.
The faults of advertising are only those common to all human institutions. If advertising speaks to a thousand in order to influence one, so does the church. And if it encourages people to live beyond their means, so does matrimony. Good times, bad times, there will always be advertising. In good times, people want to advertise; in bad times they have to.
Instead of improvisers who want to be funny by themselves, we aim to try and make the scene itself as funny as possible. As a creator, I think that's someone you'd rather work with, whether it's a movie or a sitcom; that kind of methodology is good for collaboration. People want to be with those kinds of performers.
I have to match wits with the ads. Like, there's pop-ups that, like, move around and you have to chase them like it was a video game or something. And then there's ads where, like, you know, the X to, like, close the ad screen is so kind of small that you can't find it and you have to actually go looking for it. And so I spend all my energy - instead of, like, absorbing what the advertiser wants to communicate to me, I spend my energy trying to figure out how to defeat the ad.
One of the greatest mistakes that people make who pursue self-discovery is they neglect to develop their careers. There is a popular notion that those who seek enlightenment should abandon the things of this world.
Applause is interesting, but I'm a monster with or without it. Something is either well written or it isn't. 'White Rabbit' is not well written, and no amount of applause or royalties can convince me it is. I could have done a better job with those lyrics. They didn't say what I wanted.
Labels only confuse people. The smarter people recognize artists who transcend categories. But I always try to entertain. It's in my nature; writers are born to entertain. If that means working ostensibly within a genre, fine.
Although contemporary advertising is relatively young, it already has a considerable tradition. Each new ad is encountered against a background of thousands of earlier ads.
During the Second War, the U.S.O. sent special issues of the principal American magazines to the Armed Forces, with the ads omitted. The men insisted on having the ads back again. Naturally. The ads are by far the best part of any magazine or newspaper. More pains and thought, more wit and art go into the making of an ad than into any prose feature of press or magazine. Ads are news. What is wrong with them is that they are always good news.
I'm not an ad-libber. If I'm asked to ad-lib, I can ad-lib forever and it's really fun to do that, but I find that well-written scripts are put together very carefully. Once you start to ad-lib and add words to sentences, there's a slacking that happens. When it's good writing, it's taut. I'm not judging people who do ad-lib.
Sales may lead to advertising as much as advertising leads to sales.
I've done a number of Super Bowl ads. And that is the best advertising of the year. That is when people realize they're going to be compared directly against other ads.
The program is only the excuse to get you to watch the advertising. Without the ads there would be no programs. Advertising is the true content of television and if it does not remain so, then advertisers will cease to support the medium, and television will cease to exist as the popular entertainment it presently is.
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