It follows that your advertising should consistently project the same image, year after year. This is difficult to achieve, because there are always forces at work to change the advertising

It's the repetition of affirmations that leads to belief. And ones that belief becomes a deep conviction, things begin to happen.

Just as in literature, where memorable characters like Hamlet or Heathcliff or even Dirty Harry stand out and become symbols for a larger segment of humanity, so in marketing can whole target-customer populations become imagined as teenyboppers, yuppies, pickups and gun racks, or the man in the gray flannel suit. These are all just images—stand-ins for a greater reality—picked out from a much larger set of candidate images on the grounds that they really “click” with the sum total of an informed person’s experience. These were, in short, the memorable ones.

A reliable way to make people believe in falsehoods is frequent repetition, because familiarity is not easily distinguished from truth. Authoritarian institutions and marketers have always known this fact.

Many a small thing has been made large by advertising.

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

Imagery plays a vital role in conveying a message, bringing it to life, and engaging readers' senses and emotions.

While words take time to utter and hear, and require attention to parse their meaning, the impact of the image is instantaneous, its influence decadent. Before the primacy of the image, a salesman or an advertisement would have to describe the attributes of a product in a rational appeal to the intellect. Afterward, it was the mythology of the brand, usually concocted by psychologists, that would sway a consumer’s heart. Likewise, with the rise of the image in politics, the policy platform of a presidential candidate would come to matter less than the ability of his image to convey ineffable or irrelevant values.

It is impossible to understand the American public without taking into account the tremendous psychological effect of bringing up a generation of people in a daily environment of advertising. It is impossible to escape the advertising man; his sales talk assaults us in the morning newspaper, in the street car, with billboards along the highways, and in his shameless use of the radio. This means that from morning till night, in the midst of our work as in our recreation, we live constantly in an atmosphere of intellectual shoddiness. Every popular prejudice and vulgar conceit is played upon and pandered to in the interests of salesmanship. Everywhere material interests and herd opinion are strengthened to the loss of personal independence. The tendency is to think and speak for effect rather than out of one's inner life. There is a marked decline the ability to play with ideas, or to live the spiritual life for its own sake. Hence a decline in civilization of interest, humor and urbanity. Advertising tends to make mechanized barbarians of us all.

All other things equal, advertisements containing cute babies, sexy endorsers, and fear-inducing stimuli are typically attention grabbing and will likely yield greater recall.

Anything that makes it easier for the associative machine to run smoothly will also bias beliefs. A reliable way to make people believe in falsehoods is frequent repetition, because familiarity is not easily distinguished from truth. Authoritarian institutions and marketers have always known this fact.

Innumerable are the illusions and legerdemain-tricks of Custom: but of all these, perhaps the cleverest is her knack of persuading us that the Miraculous, by simple repetition, ceases to be Miraculous.

It’s the repetition of affirmations that leads to belief. Once that belief becomes a deep conviction, things begin to happen. — MUHAMMAD ALI You

Every advertisement must contribute to the complex symbol which is the brand image.