A Quote by Stephen Leacock
Advertising: the science of arresting the human intelligence long enough to get money from it.
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The 'stream' we call science always flows forward; sometimes reactionary beavers block its flow, but the stream is never defeated by this; it accumulates, gathers strength; its waters get over the barrage and continue on their course. The advancement of science is the advancement of God, for science is nothing but human intelligence, and human intelligence is the most valuable treasure God has bequeathed us.
We have to stop arresting prostitutes and not arresting traffickers and pimps. It's absurd. We're arresting the victim or the survivor and not the oppressor.
We tell the for-profit sector, 'Spend, spend, spend on advertising until the last dollar no longer produces a penny of value,' but we don't like to see our donations spent on advertising in charity. Our attitude is, 'Well look, if you can get the advertising donated (at four o'clock in the morning) I'm okay with that, but I don't want my donation spent on advertising, I want it to go to the needy,' as if the money invested in advertising could not bring in dramatically greater sums of money to serve the needy.
All the people who run agencies, all the important people in agencies have taken communication courses, marketing courses, advertising courses, and courses basically teach advertising as a science, and advertising is so far from a science it isn't even funny. Advertising is an art.
Walking was not fast enough, so we ran. Running was not fast enough, so we galloped. Galloping was not fast enough, so we sailed. Sailing was not fast enough, so we rolled merrily along on long metal tracks. Long metal tracks were not fast enough, so we drove. Driving was not fast enough, so we flew. Flying isn't fast enough for us. We want to get there faster. Get where? Wherever we are not. But a human soul can only go as fast as a man can walk, they used to say. In that case, where are all the souls? Left behind.
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.
I was happy because I made enough money to give to my parents. I made enough money to get married on. I made enough money to enjoy myself a little more than I would have if I didn't have enough money.
Science is an investigation," Coach said, sanding his hands together. "Science requires us to transform into spies." Put that way, science almost sounded fun. But I'd been in Coach's class long enough not to get my hopes up.
Chess is as elaborate a waste of human intelligence as you can find outside an advertising agency.
What happens if you stick at something long enough, and study it for so long, you have a different kind of intelligence. It's not an intellectual thing. It's almost like an animal intelligence. I call it our form of instinct, almost how a lion knows exactly where its prey is.
One thing I learned working at magazines was that if you couldn't get people to look at a page or a cover, then you were fired. It was all about how you create arresting works, and by arresting I mean stop people, even for a nano-second.
The West has enough technology, enough science, enough affluence, enough money, but something of the inner is missing. There is no peace, no silence, no joy, no bliss, no meditativeness, no experience of godliness.
The smartest advertising is the advertising that communicates the best and respects the consumer's intelligence.
The leading edge of the best science in the world is being driven by private money, and investment money because of the scarcity of government money to do this. It's not only by far the best and most advanced science, we're driving the equation at Human Longevity that everyone else is beginning to follow as well.
As long as we can get redress in the courts, as long as the laws shall be honestly administered, as long as honesty and intelligence sit upon the bench, as long as intelligence sits in the chairs of jurors, this country will stand, the law will be enforced, and the law will be respected.
As a human being, one has been endowed with just enough intelligence to be able to see clearly how utterly inadequate that intelligence is when confronted with what exists.
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