A Quote by Fairfax M. Cone
Good advertising is written from one person to another. When it is aimed at millions it rarely moves anyone.
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There is no such thing as a Mass Mind. The Mass Audience is made up of individuals, and good advertising is written always from one person to another. When it is aimed at millions it rarely moves anyone.
Obviously it's easier when I' m doing the adapting myself. But my feeling is, your potential upside far outweighs the downside. Ultimately, they [moviemakers] can't change your book. Your book remains on the shelf the way you wrote it. If they make a great movie of your book, then you have the equivalent of millions and millions of dollars of advertising for your book. If the movie's not that good, that doesn't mean the book's not good. It doesn't change what you've already written. It has the potential to reach more people.
Strong emotional experiences are for the most part impersonal. Anyone who has hated another person so much that only chance stands between that person and death knows this, as does whoever has fallen into the catastrophe of a deep depression, anyone who has loved a woman to the dregs, anyone who has beaten others bloody or ever come up behind another person with muscles trembling. "Losing one's head," language calls it. Emotional experience is, in itself, poor in qualities; qualities are brought to it by the person who has the experience.
Clearly, rules governing advertising aimed at children differ dramatically from one country to another. At the same time, multinational companies are selling their products across the globe. The need, therefore, is to evolve an international code on such advertisements.
Apple is not sold with advertising despite the long series of clever advertisements produced for the company over the years. It is sold with evangelism, one person talking to another. The advertising reinforces the evangelist message.
Writing that gets rewritten as the earth moves. If you look at the sky that way, it's this massive shifting poem, or maybe a letter, first written by one author, and then, when the earth moves, annotated by another. So I stare and stare until, one day, I can read it.
When we try to describe one person to another …, what do we say? Not usually how or what that person ate, rarely what he wore, only occasionally how he managed his job—no, what we tell is what he said and, if we are good mimics, how he said it. We apparently consider a person's spoken words the true essence of his being.
One of the most difficult things to say to another person is, 'I hope that you will love me for no good reason.' But it is what we all want and rarely dare to say to one another, to our children, to our parents and mates, to our friends, and to strangers, especially to strangers who have neither good, nor bad reasons to love us.
If you ever have the good fortune to create a great advertising campaign, you will soon see another agency steal it. This is irritating, but don't let it worry you; nobody has ever built a brand by imitating somebody else's advertising.
I would never sit and write a song in front of anyone, because you're so vulnerable. I don't know at what point in the process that it becomes acceptable to pass them on. When a song wants to be written, it will be written. When it does come, I will very rarely go back and edit lyrics. I'm quite a rational human being, and the only part of my life that I can't rationalise, or can't make sense of, is how a song gets written or why.
I have learned that you can't have good advertising without a good client, that you can't keep a good client without good advertising, and no client will ever buy better advertising than he understands or has an appetite for.
I have learned that you can’t have good advertising without a good client, that you can’t keep a good client without good advertising, and no client will ever buy better advertising than he understands or has an appetite for.
A nice person is a 'yes' person, whereas a good person is a person who accepts their responsibility in things and moves forward and tries to constantly evolve and isn't afraid to say no or challenge someone or be honest or truthful.
We pay millions of pounds to separate Catholic and Protestant children, and even more millions on attempting to bring them together as adults. You can't make someone fear another person if they shared a desk for seven years.
Language and written language are the only real way we have to see inside another person's thoughts and to know what makes another person human. Without writing, we just wouldn't have that kind of access.
Every really good creative person in advertising has always had two noticeable characteristics. First, there was no subject he could not easily get interested in...Second, he was an extensive browser in all sorts of fields of information. For it is with the advertising man as with the cow: no browsing, no milk.
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