A Quote by Jerry Della Femina
Everybody sat around thinking about Panasonic, the Japanese electronics account. Finally I decided, what the hell, I'll throw a line to loosen them up. 'The headline is, the headline is: From Those Wonderful Folks Who Gave You Pearl Harbor.'
Related Quotes
From Those Wonderful Folks Who Gave You Pearl Harbor.
The Japanese, implementing a complex, long-term, and ultimately successful strategy to dominate the U S consumer-electronics market, attacked Pearl Harbor.
I believe that every paper in the country should have one headline that when you read it, you laugh so hard you can't stand it. It has to be that way. What about a headline like this: 'Hippo Eats Dwarf'? How good is that? You read that headline, and you immediately close the paper and say, 'Wow, it's gonna be a great day.
The folks who want to build this mosque, who are really radical Islamists, who want to triumphfully prove they can build a mosque next to a place where 3,000 Americans were killed by radical Islamists. Those folks don't have any interest in reaching out to the community. They're trying to make a case about supremacy... This happens all the time in America. Nazis don't have the right to put up a sign next to the Holocaust Museum in Washington. We would never accept the Japanese putting up a site next to Pearl Harbor.
I was in Japan a couple of months ago, I saw a preview for the movie Pearl Harbor. And they showed the Japanese airplanes coming in to bomb Pearl Harbor, and I applauded. Nobody else in the theater applauded.
Every headline in the paper, I don't write them. My story's inside the paper, not the headline.
Avoid the "hard-to-grasp" headline - the headline that requires thought and is not clear at first glance.
Remember that the headline and the appeals are ONE AND THE SAME. In successful ads, the appeal is almost always expressed in the headline.
In striving to produce an attractive headline, the copywriter should not emphasize the "quick, easy way" to such an extent that the headline becomes unbelievable.
There were times when I purposely didn't go to school because of Pearl Harbor Day, because certainly there was enough media about it every year to remind everybody. So when I heard they were going to make the movie, I thought, "Oh, no, please not another Pearl Harbor mention!"
Based on hundreds of tests conducted, a good headline can be as much as 17 times more effective than a so-so headline. And this is with exactly the same body copy!
One of the reasons they [the Japanese] have bad eyesight is probably these microscopic characters [furigana] which have many lines and strokes to them.& We wonder why they went mad and bombed Pearl Harbor when they knew they couldn't win. That [the Japanese language] would be a reason.
I think the important thing to remember about the Japanese internment is the situation. We had been attacked. Maybe Roosevelt expected it - I rather think he did. I don't think he expected an attack on Pearl Harbor. I think he expected an attack on Southeast Asia. But we were attacked at Pearl Harbor
What good is all the painstaking work on copy if the headline isn't right? If the headline doesn't stop people, the copy might as well be written in Greek.
Following the attack on Pearl Harbor, the United States uprooted more than 100,000 people of Japanese descent, most of them American citizens, and confined them in internment camps. The Solicitor General was largely responsible for the defense of those policies.
The advertiser's logotype at the bottom of the ad can be considered as part of the headline. After reading the headline, the reader instinctively looks down at the logotype to see the company name.
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