chuukyuu You told me about the licensed freedom in Doyle Dane Bernbach when we met two years ago, but will you explain that in detail?
Mr.Meadow What I meant by this is that each writer here has his own writing style. We do not attempt to conform anyone standard. We do not say the first sentence of a piece of copy, for example, must have seven words or nine words or thirteen words. We do not have any of these arbitrary requirements.
At the same time, we do not particularly approve of copy or ideas which vary all given concepts and wind up by being nothing but a personal expression without reason or rhyme.
Writers and art director in preparing ads or television spots are free to chose whatever forms most natural and most pertinent to the product and to the problem at hand. There's no fixed form for Doyle Dane Bernbach ad. It can be photograph with practically no copy; it can be photograph with long copy; it can be completely all type; it can be cartoon; it can be drawing or painting. As we say, we lay down no rules foe the physical appearance of a Doyle Dane Bernbach ad. And we say down no rules for the completion of the ad either. We simply say that it must make a convincing sale by whatever technique is best for making that sale. That is for the writers and art directors to employ as they think fit.
This is yellow daisies in a green field against a blue sky look to many Americans.
You have only one pair of eyes. Have them examined once a year.
Better Vision Institute
