Quotes about advertising

The first principle of marketing (okay, it’s not the first, but it doesn’t sound nearly as cool to say it’s the third) is this: Perception is reality. You see, a long time ago, some academic came up with the idea that reality doesn’t actually exist. Or at least, if it does, no one can agree what it is. Because of perception.

Perception is the filter through which we view the world, and most of the time it’s a handy thing to have: it generalizes the world so we can deduce that a man who wears an Armani suit is rich, or that a man who wears an Armani suit and keeps saying “Isn’t this some Armani suit” is a rich asshole. But perception is a faulty mechanism. Perception is unreliable and easily distracted, subject to a thousand miscues and misinformation…like marketing. If anyone found a way to actually distinguish perception from reality, the entire marketing industry would crumble into the sea overnight.

Just as he was an Elk, a Booster, and a member of the Chamber of Commerce, just as the priests of the Presbyterian Church determined his every religious belief and the senators who controlled the Republican Party decided in little smoky rooms in Washington what he should think about disarmament, tariff, and Germany, so did the large national advertisers fix the surface of his life, fix what he believed to be his individuality. These standard advertised wares—toothpastes, socks, tires, cameras, instantaneous hot-water heaters—were his symbols and proofs of excellence; at first sight the signs, then the substitutes, for joy and passion and wisdom. ~ Ch. 7

We will never know if an advertisement or opinion poll has had a real influence on individual or collective wills, but we will never know either what would have happened if there had been no opinion poll or advertisement.

Once we have surrendered our senses and nervous systems to the private manipulation of those who would try to benefit from taking a lease on our eyes and ears and nerves, we don't really have any rights left. Leasing our eyes and ears and nerves to commercial interests is like handing over the common speech to a private corporation, or like giving the earth's atmosphere to a company as a monopoly. (p.73 of the 1966 Signet paperback edition)

Will we ever again be able to view a public object with civic dignity, unencumbered by commercial messages? Must city buses be fully painted as movable ads, lampposts smothered, taxis festooned, even seats in concert halls sold one by one to donors and embellished in perpetuity with their names on silver plaques?

No matter how hard you climb, there are always the rich above you, who got there without effort. Lucky stiffs, holding you down, making you discontent so you buy more of the crap advertised on television.

You can't con people, at least not for long. You can create excitement, you can do wonderful promotion and get all kinds of press, and you can throw in a little hyperbole. But if you don't deliver the goods, people will eventually catch on.

"Strange business," said Lasher. "This crusading spirit of the managers and engineers, the idea of designing and manufacturing and distributing being sort of a holy war: all that folklore was cooked up by public relations and advertising men hired by managers and engineers to make big business popular in the old days, which it certainly wasn't in the beginning. Now, the engineers and managers believe with all their hearts the glorious things their forebears hired people to say about them. Yesterday's snow job becomes today's sermon."

When ancient Greeks had a thought, it occurred to them as a god or goddess giving an order. Apollo was telling them to be brave. Athena was telling them to fall in love. Now people hear a commercial for sour cream potato chips and rush out to buy them, but now they call this free will. At least the Greeks were being honest.

In a nation that has developed to a high art advertising, the creator who refuses to advertise himself is immediately suspected of having no product worth selling.

We live in a world in which the only utopian visions arrive in commercial breaks: magical visions of an impossibly hospitable world, peopled by bright-eyed attractive men, women, children... Where nobody dies... In my worlds people died. And I thought that was honest. I thought I was being honest.

Many a small thing has been made large by the right kind of advertising.