A Quote by William Bernbach

Persuasion is not a science but an art

William Bernbach

Quote Topics

Art Persuasion Science

Quote Author

William Bernbach
American - Businessman
August 13, 1911 - October 2, 1982

Advertising is fundamentally persuasion and persuasion happens to be not a science, but an art.

William Bernbach

If what the philosophers say be true, that all men's actions proceed from one source; that as they assent from a persuasion that a thing is so, and dissent from a persuasion that it is not, and suspend their judgment from a persuasion that it is uncertain, so likewise they seek a thing from a persuasion that it is for their advantage.

Epictetus

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.

William Bernbach

There are two avenues from the little passions and the drear calamities of earth; both lead to the heaven and away from hell-Art and Science. But art is more godlike than science; science discovers, art creates.

Edward Bulwer-Lytton, 1st Baron Lytton

In the '70s and '80s there was an attempt in K-12 to teach science through art or art through science. The challenge today is how do you build the ethos of art and design into the academy of science.

John Maeda

Gradually, ... the aspect of science as knowledge is being thrust into the background by the aspect of science as the power of manipulating nature. It is because science gives us the power of manipulating nature that it has more social importance than art. Science as the pursuit of truth is the equal, but not the superior, of art. Science as a technique, though it may have little intrinsic value, has a practical importance to which art cannot aspire.

Bertrand Russell

By and large, the making of serious, thoughtful and occasionally valuable art has become a lonely persuasion, while the marketing of art has become a boutique operation, manipulated by fashion, self-serving art scholars and the vagaries of the auction block.

Abe Ajay

The purpose of pure science is to observe phenomena and to trace their laws; the purpose of art is to produce, modify, or destroy. Strictly speaking there is no such thing as applied science, for, the moment the attempt is made to apply, science passes into the realm of art.

Joseph William Mellor

There are two kinds of truth; the truth that lights the way and the truth that warms the heart. The first of these is science, and the second is art. Without art science would be as useless as a pair of high forceps in the hands of a plumber. Without science art would become a crude mess of folklore and emotional quackery.

Raymond Chandler

In a republican nation whose citizens are to be led by reason and persuasion and not by force, the art of reasoning becomes of first importance.... Reason and persuasion are the only practicable instruments. To make way for these, free inquiry must be indulged.... Let them take arms. The remedy is to set them right as to the facts, pardon and pacify them.

Thomas Jefferson

Does a firm persuasion that a thing is so, make it so?" He replied, "All poets believe it does. And in ages of imagination, this firm persuasion removes mountains; but many are not capable of firm persuasion of anything.

William Blake

A contemporary poet has characterized this sense of the personality of art and of the impersonality of science in these words,-'Art is myself; science is ourselves. '

Claude Bernard

Advertising is the art of persuasion.

William Bernbach

You can see the meaning of the statement that "Literature is a living art" most easily and clearly, perhaps, by contrasting Science and Art at their two extremes - say Pure Mathematics and Acting. Science as a rule deals with things, Art with man's thought and emotion about things.

Arthur Quiller-Couch

I would say the connection between art and science is very tenuous for me. It's just that I'm interested in both. I don't think that my interest in art affects the kind of science that I do.