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Every time a message seems to grab us, and we think, "I just might try it," we are at the nexus of choice and persuasion that is advertising.

  • -- Andrew Hacker 海克

每当一条信息似乎抓住了我们，我们想，“我可能会试试”，我们就处在选择和说服的结合点，这就是广告。

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The beauty of "spacing" children many years apart lies in the fact that parents have time to learn the mistakes that were made with the older ones - which permits them to make exactly the opposite mistakes with the younger ones.

“间隔”孩子多年的好处在于，父母有时间去学习大孩子犯过的错误——这让他们可以对年幼的孩子犯完全相反的错误。

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The headline is the most important element of an ad. It must offer a promise to the reader of a believable benefit. And it must be phrased in a way to give it memory value.

标题是广告最重要的元素。它必须向读者提供一个可信的好处的承诺。它必须以一种赋予它记忆价值的方式表达。

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Anyone who thinks that people can be fooled or pushed around has an inaccurate and pretty low estimate of people - and he won't do very well in advertising.

任何认为人们可以被愚弄或摆布的人对人的估计都是不准确的，而且非常低，而且他在广告方面也不会做得很好。

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I went pretty much for one tone, and I knew at that time that I wanted to play a Rickenbacker.

我只选了一种音调，我当时就知道我想演一个里肯贝克。

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