Doyle Dane Bernbach Inc. Vice President, Copy Group Supervisor
chuukuu Please make some general comments on the present and future of advertising in U.S.A., from the viewpoint of its significance in society and the development of creative techniques.
Mr. Kollewe Well, if I knew all that I guess I'd be a rich man today.
I do believe, however, that advertising has come to the point where it's no longer enough just to say something is good or better. You have to prove it. You not only have to prove it, but you've got to convince people that it's important to them. And you got to do it in a way that fits the emotions of people.
Because if all that's required is a listing of the attributes of your product versus the attributes of somebody else's, well then everyone would just read Consumer's Guide magazine and buy the same products.
It just doesn't happen that way. There are things that sometimes have to be built into aproduct, and there are things that have to be said about a product, that, if everyone were rational, we wouldn't have to do.
People buy on emotions, and so people sell on emotions. And there's nothing wrong with that, as long as you give them their money's worth.
As far as the future of advertising goes... l think it's going to be even more important than it is, and tougher. Not just because there's going to be more of it, more products, more business competition. But because there's going to be more social competition-TV documentaries, political commercials, health commercials, what have you.
All these things will be competing for people'sattention, for their concern. It's happening already. And about the development of creative techniques. I don't know. I don't think we ever really develop anything new. We just put new faces on some of the old things and bring them up to date.
Of course, if by creative techniques you mean media and the mechanical presentation of ideas, that's wide open. But whether you're creating for 3-D. television or matchbook covers, your basic selling theories remain the same.
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