A psychologist flashed hundreds of words on a screen and used an electric gadget to measure emotional reactions. High marks went to darling. So I use… - David Ogilvy

I frequently hear the Magic Lanterns described as rules. They are not rules. They are reports. Reports on how consumers react to different stimuli. If it were possible to create great advertising merely by studying the Lanterns, any damn fool could do it. More is required: innovative genius. The Lanterns only light the way for genius, indicating the most fruitful path to explore.

Committees can criticize advertisements, but they should never be allowed to create them.

The consumer isn't a moron; she is your wife. You insult her intelligence if you assume that a mere slogan and a few vapid adjectives will persuade her to buy anything. She wants all the information you can give her.