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" In the world of commercial speech, tobacco advertising bears the earmarks of an endangered species. "
Jef I. Richards
World
Tobacco
Speech
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" Advertising is the 'wonder' in Wonder Bread. "
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" The Death of Advertising? I think that's in the book of Revelation. It's the day when people everywhere become satisfied with their weight, their hair, their skin, their wardrobe, and their aroma. "
Jef I. Richards
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" I wish all consumers were as gullible as advertising's biggest critics. Anyone who believes advertising is that powerful will believe almost anything. "
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" I believe 'credibility' is one of the biggest issues yet to be addressed by Internet advertisers. "
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" Commercial speech is like obscenity... we can't seem to define it, but we know it when we see it. "
Jef I. Richards
Like
Define
Speech
" Creative without strategy is called 'art.' Creative with strategy is called 'advertising.' "
Jef I. Richards
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" Advertising is speech. It's regulated because it's often effective speech. "
Jef I. Richards
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" Is advertising a profession, like law or medicine? How many new parents clutch their baby to their breast and declare, 'I want this child to grow up to be a media planner'? "
Jef I. Richards
Law
Baby
Child
" Congress seems to believe that 'Children are our future' is a phrase coined by tobacco advertisers. "
Jef I. Richards
Future
Believe
Our
" There's so much truly putrid advertising out there it's embarrassing. But not all advertising is bad. Some of it is really quite mediocre. "
Jef I. Richards
Out
Advertising
Bad
" Creativity is an advertising agency's most valuable asset, because it is the rarest. "
Jef I. Richards
Because
Asset
Advertising
" The law requires a paper towel ad to be scrupulously honest, but allows political candidates to lie without reproach. What's wrong with this picture? "
Jef I. Richards
Law
Political
Picture
" In advertising, sex sells. But only if you're selling sex. "
Jef I. Richards
Only
Selling
You
" There is a huge difference between journalism and advertising. Journalism aspires to truth. Advertising is regulated for truth. I'll put the accuracy of the average ad in this country up against the average news story any time. "
Jef I. Richards
Time
Story
Truth
" While it may be true that the best advertising is word-of-mouth, never lose sight of the fact it also can be the worst advertising. "
Jef I. Richards
Be True
Best
Lose
" Advertising is totally unnecessary. Unless you hope to make money. "
Jef I. Richards
Hope
You
Money