Written - Bill Bernbach's book - A history of the advertising that changed the history of advertising (notes)

HOW ADVERTISING CAN BE THE OPPOSITE, BE SIMPLE, BE JUST THE PRODUCT, AND JUST AS EFFECTIVE

• Page 27 - Volkswagen ' Bill saw the Volkswagen car for what it was, honest, simple, reliable, sensible, different. And he wanted the advertising to be that way too. The temptations and pressures to do 'mainstream' car advertising were considerable. Bill's resistance was greater. "The product. The product. Stay with the product." Simple.'
• Page 45 'All of us who professionally use the mass media are the shapers of society. We can vulgarise that society. We can brutalize it. Or we can help lift it onto a higher level.'
• 111 ' Many times advertising has to provide an emotional reason for someone to buy a product : good looks, good health, love, money, and so on'