вівторок, 3 лютого 2009 р.
Билл Бернбах сказал...
Книга з цитатами Билла Бернбаха вышла в 1989 году. На Амазоне можно купить ее за 399 долларов.
Bob Scarpelli, chairman DDB Chicago и chief creative officer DDB Worldwide сказал в своем интервью:
— Он здесь, потому что слишком многое из того, что он говорил, все еще резонирует сегодня. Мудрость этого человека была также потрясающа, как и стандарты, которые он установил. Я читаю книгу " Bill Bernbach Said" почти каждый день. Ценности, которые он дал нам, по прежнему остаются тем, чем является это агентство. Наше ядро - креативность и человечность. Это пришло от Билла Бернбаха, возвращено к жизни Китом Рейнхартом, а люди, как я, продолжаем нести это.
Скачать книгу, 268 кб, pdf - http://ifile.it/vx5sdpi
понеділок, 2 лютого 2009 р.
Интервью с рекламистами
Книга Дениса Хиггинса, где можно прочитать интервью с известными рекламистами.
В свободном доступе в интернете книги нет. Но можно прочитать:
в Гугле
(ограниченый доступ) http://books.google.com/books?id=QhvDP1Mi5YQC&printsec=frontcover&dq=William+Bernbach&ei=K0CHScq6CI_GlQTKkvC8Bg#PPP1,M1
или в Амазоне
(ограниченый доступ) http://www.amazon.com/gp/reader/0844231002/ref=sib_fs_top?ie=UTF8&p=S00E&checkSum=MwuHeIO7%2Bo3aLxfBhi12BGQXGjWmy9bRn1iIRvkkClQ%3D#reader-link
Книга Джеймса Вэба Янга
В 1939 году рекламист Джеймс Вэб Янг написал небольшую книжку о том как создавать идеи в рекламе. Книга стала классикой и переиздавалась множество раз.
В 1965 году предисловие к ней написал Билл Бернбах.
Скачать книгу, 63,15 кб, PDF - http://ifile.it/64efodt
Несколько фото Билла Бернбаха из журнала Лайф
Творческая атмосфера в кабинете. Жучок на стене, Авис №2. На книжной полке - книга про основные улицы СССР.
William Bernbach, at his New York ad agency office of Doyle, Dane & Bernbach. February 1966.
неділю, 1 лютого 2009 р.
Quotes from anywere William Bernbach, Цитаты Билла Бернбаха
Небольшая заметка в Таймсе про успешную фирму с Медисон Авеню.
Monday, Mar. 31, 1958
The fastest-growing ad agency on Madison Avenue is a quiet, unspectacular shop where research-one of advertising's most sacred cows-has been put out to pasture and ignored. From billings of $2,000,000 a year after it started in 1949, Manhattan's Doyle Dane Bernbach has shot up to $20 million-and the growth of its reputation has been even more spectacular.
Революция в рекламе идет полным ходом, обратите внимание как возросли продажи в Бернбаха.
Friday, Feb. 16, 1968
Pendulum Swing. The new pitch is a pendulum swing from the 1950s, when the industry concentrated on "motivational research" and other client services, gave the actual ads secondary attention. The shift came as more and more companies set up marketing departments of their own and demanded that their agencies produce the appealing soft sell with which Doyle Dane Bernbach had done so much for such clients as Volkswagen and Avis. Today pioneering D.D.B. is looked upon as the patriarch of the new creatives; since 1958, it has increased its billings from $20 million to $228 million, and it still pays less than usual homage to marketing services. Why bother? "Today products are equal, managerial skills are equal," claims Chairman William Bernbach, 56, a creative man himself. "What is left is the ability to communicate."
Рекламисты против войны в Индокитае.
Monday, Jul. 27, 1970
The seven commercials and eleven print ads were created voluntarily by members of "Advertising People Against the War." The group, which was formed after President Nixon sent American troops into Cambodia, quickly offered its resources to the Senators. More than 100 admen joined the organization, including Agency Chiefs Carl Ally, William Bernbach, Laurence Dunst, George Lois and Richard Lord. Top talent worked nights and weekends to produce the ads. Agencies supplied all the materials free, down to the film itself. The $250,000 needed to broadcast the messages came from donations received by McGovern, Hatfield and other Senators after their appearance on NBC last May to seek support in ending the war. Since then the networks have repeatedly refused to sell the Senators additional time for similar programs, contending that their views were well covered in regular news programs. Rebuffed, the Senators turned to advertising on local stations.
Начинатся небольшой кризис.
Monday, Apr. 12, 1976
Then two years ago, with the onset of the nation's deepest postwar recession, the balloon burst. As costs skyrocketed and the flow of corporate promotions slowed, the advertising business ran into trouble. Today, after struggling through one of the worst periods in its history, advertising is far more sober and hungry than it used to be.
Below these top-ranking few, some small agencies have folded up, and some bigger ones are changing their approach because they have lost their fame as "hot" shops. Doyle Dane Bernbach, which produced the memorable "Lemon" ads for Volkswagen and the "We try harder" slogan for Avis, now stresses its media-buying and consumer-research capabilities, as well as creativity, to clients. Says President William Bernbach: "Our job is to kill the cleverness that makes us shine instead of the product."
Сообщение в Таймсе о смерти Уильяма Бернбаха:
Monday, Oct. 18, 1982
DIED. William Bernbach, 71, innovative Madison Avenue mogul who inspired the '60s and '70s trend to soft-sell advertising; of leukemia; in New York City. Bernbach preached that "honesty sells." Wit and incisiveness helped too with such campaign tag lines coined under his tutelage as "Think Small" (Volkswagen Beetles) and "We try harder because we're only No. 2" (Avis Rent A Car). His touch helped make Doyle Dane Bernbach, which he co-founded in 1949, the tenth largest ad agency, with $1.2 billion in billings.
William Bernbach Quotes Билл Бернбах
A great ad campaign will make a bad product fail faster. It will get more people to know it's bad.
William Bernbach
Advertising doesn't create a product advantage. It can only convey it.
William Bernbach
Advertising is fundamentally persuasion and persuasion happens to be not a science, but an art.
William Bernbach
An idea can turn to dust or magic, depending on the talent that rubs against it.
William Bernbach
Because an appeal makes logical sense is no guarantee that it will work.
William Bernbach
Forget words like 'hard sell' and 'soft sell.' That will only confuse you. Just be sure your advertising is saying something with substance, something that will inform and serve the consumer, and be sure you're saying it like it's never been said before.
William Bernbach
I warn you against believing that advertising is a science.
William Bernbach
If your advertising goes unnoticed, everything else is academic.
William Bernbach
In advertising not to be different is virtually suicidal.
William Bernbach
In communications, familiarity breeds apathy.
William Bernbach
In this very real world, good doesn't drive out evil. Evil doesn't drive out good. But the energetic displaces the passive.
William Bernbach
It is insight into human nature that is the key to the communicator's skill. For whereas the writer is concerned with what he puts into his writings, the communicator is concerned with what the reader gets out of it. He therefore becomes a student of how people read or listen.
William Bernbach
Just because your ad looks good is no insurance that it will get looked at. How many people do you know who are impeccably groomed... but dull?
William Bernbach
No matter how skillful you are, you can't invent a product advantage that doesn't exist. And if you do, and it's just a gimmick, it's going to fall apart anyway.
William Bernbach
Nobody counts the number of ads you run; they just remember the impression you make.
William Bernbach
Our job is to bring the dead facts to life.
William Bernbach
Our job is to sell our clients' merchandise... not ourselves. Our job is to kill the cleverness that makes us shine instead of the product. Our job is to simplify, to tear away the unrelated, to pluck out the weeds that are smothering the product message.
William Bernbach
Properly practiced creativity can make one ad do the work of ten.
William Bernbach
Properly practiced creativity must result in greater sales more economically achieved. Properly practiced creativity can lift your claims out of the swamp of sameness and make them accepted, believed, persuasive, urgent.
William Bernbach
The most powerful element in advertising is the truth.
William Bernbach
There is no such thing as a good or bad ad in isolation. What is good at one moment is bad at another. Research can trap you into the past.
William Bernbach
Today's smartest advertising style is tomorrow's corn.
William Bernbach
We don't ask research to do what it was never meant to do, and that is to get an idea.
William Bernbach
Word of mouth is the best medium of all.
William Bernbach
You can say the right thing about a product and nobody will listen. You've got to say it in such a way that people will feel it in their gut. Because if they don't feel it, nothing will happen.
William Bernbach
William Bernbach
Advertising doesn't create a product advantage. It can only convey it.
William Bernbach
Advertising is fundamentally persuasion and persuasion happens to be not a science, but an art.
William Bernbach
An idea can turn to dust or magic, depending on the talent that rubs against it.
William Bernbach
Because an appeal makes logical sense is no guarantee that it will work.
William Bernbach
Forget words like 'hard sell' and 'soft sell.' That will only confuse you. Just be sure your advertising is saying something with substance, something that will inform and serve the consumer, and be sure you're saying it like it's never been said before.
William Bernbach
I warn you against believing that advertising is a science.
William Bernbach
If your advertising goes unnoticed, everything else is academic.
William Bernbach
In advertising not to be different is virtually suicidal.
William Bernbach
In communications, familiarity breeds apathy.
William Bernbach
In this very real world, good doesn't drive out evil. Evil doesn't drive out good. But the energetic displaces the passive.
William Bernbach
It is insight into human nature that is the key to the communicator's skill. For whereas the writer is concerned with what he puts into his writings, the communicator is concerned with what the reader gets out of it. He therefore becomes a student of how people read or listen.
William Bernbach
Just because your ad looks good is no insurance that it will get looked at. How many people do you know who are impeccably groomed... but dull?
William Bernbach
No matter how skillful you are, you can't invent a product advantage that doesn't exist. And if you do, and it's just a gimmick, it's going to fall apart anyway.
William Bernbach
Nobody counts the number of ads you run; they just remember the impression you make.
William Bernbach
Our job is to bring the dead facts to life.
William Bernbach
Our job is to sell our clients' merchandise... not ourselves. Our job is to kill the cleverness that makes us shine instead of the product. Our job is to simplify, to tear away the unrelated, to pluck out the weeds that are smothering the product message.
William Bernbach
Properly practiced creativity can make one ad do the work of ten.
William Bernbach
Properly practiced creativity must result in greater sales more economically achieved. Properly practiced creativity can lift your claims out of the swamp of sameness and make them accepted, believed, persuasive, urgent.
William Bernbach
The most powerful element in advertising is the truth.
William Bernbach
There is no such thing as a good or bad ad in isolation. What is good at one moment is bad at another. Research can trap you into the past.
William Bernbach
Today's smartest advertising style is tomorrow's corn.
William Bernbach
We don't ask research to do what it was never meant to do, and that is to get an idea.
William Bernbach
Word of mouth is the best medium of all.
William Bernbach
You can say the right thing about a product and nobody will listen. You've got to say it in such a way that people will feel it in their gut. Because if they don't feel it, nothing will happen.
William Bernbach
http://www.brainyquote.com/quotes/authors/w/william_bernbach.html
- "Logic and over-analysis can immobilize and sterilize an idea. It's like love -- the more you analyze it, the faster it disappears."
- "Let us prove to the world that good taste, good art, and good writing can be good selling."[1]
- "All of us who professionally use the mass media are the shapers of society. We can vulgarize that society. We can brutalize it. Or we can help lift it onto a higher level." [2]
- "Nobody counts the number of ads you run; they just remember the impression you make."
- "The truth isn't the truth until people believe you, and they can't believe you if they don't know what you're saying, and they can't know what you're saying if they don't listen to you, and they won't listen to you if you're not interesting, and you won't be interesting unless you say things imaginatively, originally, freshly." [3]
- "Good advertising builds sales. Great advertising builds factories."
- "A principle isn't a principle until it costs you something."
- "Rules are what the artist breaks; the memorable never emerged from a formula."
Leo Burnett Quotes Лео Барнетт
A good ad which is not run never produces sales.
Leo Burnett
A good basic selling idea, involvement and relevancy, of course, are as important as ever, but in the advertising din of today, unless you make yourself noticed and believed, you ain't got nothin'.
Leo Burnett
Advertising is the ability to sense, interpret... to put the very heart throbs of a business into type, paper and ink.
Leo Burnett
Advertising says to people, 'Here's what we've got. Here's what it will do for you. Here's how to get it.'
Leo Burnett
Anyone who thinks that people can be fooled or pushed around has an inaccurate and pretty low estimate of people - and he won't do very well in advertising.
Leo Burnett
Creative ideas flourish best in a shop which preserves some spirit of fun. Nobody is in business for fun, but that does not mean there cannot be fun in business.
Leo Burnett
Curiosity about life in all of its aspects, I think, is still the secret of great creative people.
Leo Burnett
Fun without sell gets nowhere but sell without fun tends to become obnoxious.
Leo Burnett
Good advertising does not just circulate information. It penetrates the public mind with desires and belief.
Leo Burnett
I am one who believes that one of the greatest dangers of advertising is not that of misleading people, but that of boring them to death.
Leo Burnett
I have learned that any fool can write a bad ad, but that it takes a real genius to keep his hands off a good one.
Leo Burnett
I have learned that it is far easier to write a speech about good advertising than it is to write a good ad.
Leo Burnett
I have learned that trying to guess what the boss or the client wants is the most debilitating of all influences in the creation of good advertising.
Leo Burnett
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.
Leo Burnett
I have learned to respect ideas, wherever they come from. Often they come from clients. Account executives often have big creative ideas, regardless of what some writers think.
Leo Burnett
I regard a great ad as the most beautiful thing in the world.
Leo Burnett
If you can't turn yourself into your customer, you probably shouldn't be in the ad writing business at all.
Leo Burnett
If you don't get noticed, you don't have anything. You just have to be noticed, but the art is in getting noticed naturally, without screaming or without tricks.
Leo Burnett
Make it simple. Make it memorable. Make it inviting to look at. Make it fun to read.
Leo Burnett
Plan the sale when you plan the ad.
Leo Burnett
Regardless of the moral issue, dishonesty in advertising has proved very unprofitable.
Leo Burnett
The greatest thing to be achieved in advertising, in my opinion, is believability, and nothing is more believable than the product itself.
Leo Burnett
The secret of all effective advertising is not the creation of new and tricky words and pictures, but one of putting familiar words and pictures into new relationships.
Leo Burnett
The secret of all effective originality in advertising is not the creation of new and tricky words and pictures, but one of putting familiar words and pictures into new relationships.
Leo Burnett
The sole purpose of business is service. The sole purpose of advertising is explaining the service which business renders.
Leo Burnett
The work of an advertising agency is warmly and immediately human. It deals with human needs, wants, dreams and hopes. Its 'product' cannot be turned out on an assembly line.
Leo Burnett
There is no such thing as a permanent advertising success.
Leo Burnett
There's no such thing as 'hard sell' and 'soft sell.' There's only 'smart sell' and 'stupid sell.'
Leo Burnett
To swear off making mistakes is very easy. All you have to do is swear off having ideas.
Leo Burnett
Too many ads that try not to go over the reader's head end up beneath his notice.
Leo Burnett
We want consumers to say, 'That's a hell of a product' instead of, 'That's a hell of an ad.'
Leo Burnett
What helps people, helps business.
Leo Burnett
When you reach for the stars you may not quite get one, but you won't come up with a handful of mud either.
Leo Burnett
Whether or not the standard of living made possible by mass production and in turn by mass circulation, is supported by and filled with the work of us hucksters, I guess is something that only history can decide.
Leo Burnett
A good basic selling idea, involvement and relevancy, of course, are as important as ever, but in the advertising din of today, unless you make yourself noticed and believed, you ain't got nothin'.
Leo Burnett
Advertising is the ability to sense, interpret... to put the very heart throbs of a business into type, paper and ink.
Leo Burnett
Advertising says to people, 'Here's what we've got. Here's what it will do for you. Here's how to get it.'
Leo Burnett
Anyone who thinks that people can be fooled or pushed around has an inaccurate and pretty low estimate of people - and he won't do very well in advertising.
Leo Burnett
Creative ideas flourish best in a shop which preserves some spirit of fun. Nobody is in business for fun, but that does not mean there cannot be fun in business.
Leo Burnett
Curiosity about life in all of its aspects, I think, is still the secret of great creative people.
Leo Burnett
Fun without sell gets nowhere but sell without fun tends to become obnoxious.
Leo Burnett
Good advertising does not just circulate information. It penetrates the public mind with desires and belief.
Leo Burnett
I am one who believes that one of the greatest dangers of advertising is not that of misleading people, but that of boring them to death.
Leo Burnett
I have learned that any fool can write a bad ad, but that it takes a real genius to keep his hands off a good one.
Leo Burnett
I have learned that it is far easier to write a speech about good advertising than it is to write a good ad.
Leo Burnett
I have learned that trying to guess what the boss or the client wants is the most debilitating of all influences in the creation of good advertising.
Leo Burnett
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.
Leo Burnett
I have learned to respect ideas, wherever they come from. Often they come from clients. Account executives often have big creative ideas, regardless of what some writers think.
Leo Burnett
I regard a great ad as the most beautiful thing in the world.
Leo Burnett
If you can't turn yourself into your customer, you probably shouldn't be in the ad writing business at all.
Leo Burnett
If you don't get noticed, you don't have anything. You just have to be noticed, but the art is in getting noticed naturally, without screaming or without tricks.
Leo Burnett
Make it simple. Make it memorable. Make it inviting to look at. Make it fun to read.
Leo Burnett
Plan the sale when you plan the ad.
Leo Burnett
Regardless of the moral issue, dishonesty in advertising has proved very unprofitable.
Leo Burnett
The greatest thing to be achieved in advertising, in my opinion, is believability, and nothing is more believable than the product itself.
Leo Burnett
The secret of all effective advertising is not the creation of new and tricky words and pictures, but one of putting familiar words and pictures into new relationships.
Leo Burnett
The secret of all effective originality in advertising is not the creation of new and tricky words and pictures, but one of putting familiar words and pictures into new relationships.
Leo Burnett
The sole purpose of business is service. The sole purpose of advertising is explaining the service which business renders.
Leo Burnett
The work of an advertising agency is warmly and immediately human. It deals with human needs, wants, dreams and hopes. Its 'product' cannot be turned out on an assembly line.
Leo Burnett
There is no such thing as a permanent advertising success.
Leo Burnett
There's no such thing as 'hard sell' and 'soft sell.' There's only 'smart sell' and 'stupid sell.'
Leo Burnett
To swear off making mistakes is very easy. All you have to do is swear off having ideas.
Leo Burnett
Too many ads that try not to go over the reader's head end up beneath his notice.
Leo Burnett
We want consumers to say, 'That's a hell of a product' instead of, 'That's a hell of an ad.'
Leo Burnett
What helps people, helps business.
Leo Burnett
When you reach for the stars you may not quite get one, but you won't come up with a handful of mud either.
Leo Burnett
Whether or not the standard of living made possible by mass production and in turn by mass circulation, is supported by and filled with the work of us hucksters, I guess is something that only history can decide.
Підписатися на:
Дописи (Atom)