TITLE

Master of the art of persuasion

AUTHOR(S)
Danzig, Fred
PUB. DATE
November 1999
SOURCE
Advertising Age;11/15/1999, Vol. 70 Issue 47, Following pc36
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
This article profiles Bill Bernbach, one of the founders of advertising agency DDB Worldwide and an innovator in the advertising industry. Bernbach focused on the art of persuasion. An exceptionally visual copywriter, Bill Bernbach placed his writers and artists in one room and had them bounce ideas back and forth--often with his input--until something good came of it. The advertisements they turned out set off vibrations, aroused feelings, persuaded and unleashed a spectacular torrent of creative power that would liberate the world of advertising. He said "An important idea not communicated persuasively is like having no idea at all," an to minimize his suffering when he felt a great idea had been executed sloppily, Mr. Bernbach would drop by to check with his creative teams. Mr. Bernbach believed his job was to sell the company's work to clients, not to force it on them.
ACCESSION #
2493297

 

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