The world has progressed to the point where it's most powerful force is public opinion. And I believe that in this world it is not the great book or epic play, as once was the case, that will shape that opinion, but those who understand mass media and the techniques of mass persuasion...We must not just believe in what we sell. We must sell what we believe in. And we must pour a vast energy into those causes.

Good advertising does not just circulate information. It penetrates the public mind with desires and belief.

I warn you against believing that advertising is a science.

Find the simple story in the product, and present it in an articulate and intelligent, persuasive way.

Don't confuse good taste with the absence of taste.

The real giants have always been poets, men who jumped from facts into the realm of imagination and ideas.

Our job is to bring the dead facts to life.