A Quote by Maurice Saatchi
Advertising must respect the intelligence of its audience and if it does not prompt them to think, it will be instantly dismissed.
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Perhaps it was Maggie, perhaps not. In solitary moments magpies will perch on a branch and mutter soft soliloquies of whines and squeals and chatterings, oblivious to what goes on around them. It is one of those things, I suppose, intelligence now and then does, must in fact now and then do, must think, must play, must imagine, must talk to itself. ... What, finally, intelligence could be for: finding your way back.
And if Sarah Palin whose Web site put and today scrubbed bull's-eyes targets on 20 Representatives, including Gabby Giffords, does not repudiate her own part - however tangential - in amplifying violence and violent imagery in American politics, she must be dismissed from politics. She must be repudiated by the members of her own party. And if they fail to do so, each one of them must be judged to have silently defended this tactic that today proved so awfully foretelling. And they must in turn be dismissed by the responsible members of their own party.
I like to think of photographing as a two-way act of respect. Respect for the medium, by letting it do what it does best, describe. And respect for the subject, by describing it as it is. A photograph must be responsible to both.
The prompt assimilation of that intelligence will be essential if we are to avoid another September 11th.
Your service will be arduous, it will be painful and rigorous, and the slightest delinquencies will be requited immediately with corporal and afflicting punishments; hence, I must recommend to you prompt exactness, submissiveness, and total self-abnegation that you be enabled to heed naught but our desires; let them be your laws, fly to do their bidding, anticipate them, cause them to be born.
It is absurd to say in respect of any intelligence that it is infallible, but if you ask me what I believe, I believe the intelligence was correct, and I think in the end we will have an explanation.
I just respect audiences to understand that that's what goes on in movies. I just try to make movies that respect the intelligence of the audience. Respect that they understand that the narrator is always unreliable and respect that they understand that the medium can do whatever it wants.
Over the years, my students influenced me greatly, and I've learned many lessons from them. I have an immense amount of respect for them, and I think that respect for your audience is the foremost requirement for anyone who wants to write.
The fact is that much of advertising's power comes from this belief that advertising does not affect us. The most effective kind of propaganda is that which is not recognized as propaganda. Because we think advertising is silly and trivial, we are less on guard, less critical, than we might otherwise be. It's all in fun, it's ridiculous. While we're laughing, sometimes sneering, the commercial does its work.
Millions of dollars' worth of advertising shows such little respect for the reader's intelligence that it amounts almost to outright insult.
Advertising doesn't cause addictions. But it does create a climate of denial and it contributes mightily to a belief in the quick fix, instant gratification, the dreamworld, and escape from all pain and boredom. All of this is part of what addicts believe and what we hope for when we reach for our particular substance.... Addiction begins with the hope that something "out there" can instantly fill up the emptiness inside. Advertising is all about this false hope.
It doesn't matter if you have the greatest product in the world if no one will buy it. Have an idea of where your customers will come from and how to get to them. Partner with blogs and magazines that target that audience. If you partner with them, hopefully you won't have to spend money on advertising.
I think you have to do the stories that interest you and hope an audience likes it, rather than doing stories that you think the audience will like, whether you like them or not. I think there has to be something that you find compelling and interesting, and then hopefully an audience will agree with you.
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.
I like working with people who respect the intelligence of their audience.
I do not choose my listeners. What I mean is, I never write for my listeners. I think about my audience, but I am not writing for them. I have something to tell them, but the audience must also put a certain effort into it. But I never wrote for an audience and never will write for one, because you have to give the listener something and he has to make an effort in order to understand certain things.
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