People don't buy a new detergent because the manufacturer told a joke on television last night.

It is flagrantly dishonest for an advertising agent to urge consumers to buy a product which he would not allow his own wife to buy.

Once upon a time I was riding on the top of a First Avenue bus, when I heard a mythical housewife say to another, "Molly, my dear, I would have bought that new brand of toilet soap if only they hadn't set the body copy in ten point Garamond." Don't you believe it. What really decides consumers to buy or not to buy is the content of your advertising, not its form.

While you are responsible to your clients for sales results, you are responsible to consumers for the kind of advertising you bring into their homes.

If you, my fellow copywriters or art directors, want to win the award, devote your genius to making the cash register ring.

I once found myself conspiring with a British Cabinet Minister as to how we might persuade Her Majesty's Treasury to cough up more money for the British Travel advertising in America. Said he, "Why does any American in his senses spend his vacation in the cold damp of an English summer when he could equally well bask under Italian skies? I can only suppose that your advertising is the answer." Damn right.

Don't bunt. Aim out of the ball park. Aim for the company of immortals.