Advertising is corporate form of art and the goal is to make an effect. Every artist- any painter, any poet or musician sets out to create an effect, he sets a trap to catch somebody`s attention. That is the nature of art.

When I write an advertisement, I don’t want you to tell me that you find it ‘creative.’ I want you to find it so interesting that you buy the product.

The great art in writing advertisements is the finding out a proper method to catch the reader's eye; without which a good thing may pass over unobserved, or be lost among commissions of bankrupt.

Ads represent the main channel of intellectual and artistic effort in the modern world.

When I write an advertisement, I don’t want you to tell me that you find it "creative". I want you to find it so interesting that you buy the product. When Aeschines spoke, they said, "How well he speaks". When Demosthenes spoke, they said, "Let us march against Philip."

It is true that advertising often gives information and is valuable for doing so, but some forms of advertising give precious little information, and even that little is wrong.

Much brass has been sounded and many cymbals tinkled in the name of advertising; but the advertisements which persuade people to act are written by men who have an abiding respect for the intelligence of their readers, and a deep sincerity regarding the merits of the goods they have to sell.

Advertising is the greatest art form of the twentieth century.

There is no question that advertising is an art, and manipulation is the art of advertising through the medium of the tape.

What is a good advertisement? An advertisement which pleases you because of its style, or an advertisement which sells the most? They are seldom the same. Go through a magazine and pick out the advertisements you like best. You will probably pick those with beautiful illustrations, or clever copy. You forget to ask yourself whether your favorite advertisements would make you want to buy the product. Says Rosser Reeves, of the Ted Bates agency: ‘I’m not saying that charming, witty and warm copy won’t sell. I’m just saying that I’ve seen thousands of charming, witty campaigns that didn’t. Let’s say you are a manufacturer. Your advertising isn’t working and your sales are going down. And everything depends on it. Your future depends on it, your family’s future depends on it, other people’s families depend on it. And you walk in this office and talk to me, and you sit in that chair. Now, what do you want out of me? Fine writing? Do you want masterpieces? Do you want glowing things that can be framed by copywriters? Or do you want to see the goddamned sales curve stop moving down and start moving up?

All advertising advertises advertising – no ad has its meaning alone. (p. 145)

Advertising, the process of making known, lets strangers know about the stuff you sell. If more people know about the stuff you sell, then you sell more stuff. If you sell more stuff, then you make more money. Having lots of leads makes it hard to be poor.

A lot of advertisements and television commercials look like minutes of a committee meeting, and that is what they are. Advertising seems to sell most when it is written by a solitary individual. He must study the product, the research, and the precedents. Then he must shut the door of his office and write the advertisements.

It has been found that the less an advertisement looks like an advertisement, and the more it looks like an editorial, the more readers stop, look, and read. Therefore, study the graphics used by editors and imitate them. Study the graphics used in advertisements and avoid them.