“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
Tags: Advertising | Creation | Effective | Familiar | Into | New | Originality | Pictures | Putting | Relationships | Secret | Tricky | Words
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Leo Burnett
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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.
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Make it simple. Make it memorable. Make it inviting to look at. Make it fun to read.
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Too many ads that try not to go over the reader's head end up beneath his notice.
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There's no such thing as 'hard sell' and 'soft sell.' There's only 'smart sell' and 'stupid sell.'
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