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.
Reference Quote
ShuffleSimilar Quotes
Quote search results. More quotes will automatically load as you scroll down, or you can use the load more buttons.
The laws of math and science are different from the rules we are looking at here. Those laws describe precise relationships in the physical world, which we know to be true by testing them against the world itself.
The rules artists learn are different. They are assumptions, not absolutes. They describe a goal or method for short-term or long-term results. They
are there to be tested. And they are only of value as long as they are helpful. They are not laws of nature.
Works in ChatGPT, Claude, or Any AI
Add semantic quote search to your AI assistant via MCP. One command setup.
What I was responding to more directly was the idea of having limitations. And that's something I have come back to in my practice. There's a lot of rhetoric about freedom out there, but ultimately, most people feel more free when there are certain parameters, and I think we are really unaware of that. We are always trying to abolish parameters and abolish rules. But actually, rules can be constructive sometimes. They can catalyze creative impulses.
From the earliest times man has been engaged in a search for general rules whereby to turn the order of natural phenomena to his own advantage, and in the long search he has scraped together a great hoard of such maxims, some of them golden and some of them mere dross. The true or golden rules constitute the body of applied science which we call the arts; the false are magic.
PREMIUM FEATURE
Advanced Search Filters
Filter search results by source, date, and more with our premium search tools.
I'm not for pretending that bad stuff doesn't exist, and a passion for justice and truth is a libertarian trait. But the idea of liberty should also reveal new forms of beauty in the world, astonishing evidence of order without dictate, lovely examples of innovation without planning, and other magical things. Surely these deserve some attention too.
If you’ve ever taken an economics course you know that markets are supposed to be based on informed consumers making rational choices. I don’t have to tell you, that’s not what’s done. If advertisers lived by market principles then some enterprise, say, General Motors, would put on a brief announcement of their products and their properties, along with comments by Consumer Reports magazine so you could make a judgment about it.
That’s not what an ad for a car is — an ad for a car is a football hero, an actress, the car doing some crazy thing like going up a mountain or something. If you’ve ever turned on your television set, you know that hundreds of millions of dollars are spent to try to create uninformed consumers who will make irrational choices — that’s what advertising is.
Loading more quotes...
Loading...