“Research has created a lot of advertising techinicians who know all the rules. They can tell you that babies and dogs will attract more readers. They can tell you that body copy should be broken you for easier reading…

They can tell you all the right things, and give you fact after fact. They’re the scientists of advertising  …

It is simply not enough to say the right thing. Things have to be said that motivate people. The difference is art.”

—Robert Gage, copy writer for Doyle Dane Bernbach

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