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"As the unity of the modern world becomes increasingly a technological rather than a social affair, the techniques of the arts provide the most valuable means of insight into the real direction of our own collective purposes."
Marshall McLuhan
Jef I. Richards Quotes
Advertising is speech. It's regulated because it's often effective speech.
Jef I. Richards

Advertising is the 'wonder' in Wonder Bread.
Jef I. Richards

Advertising is the art and sole of capitalism. It captures a moment of time through the lens of commerce, reflecting and affecting our lives, making us laugh and cry, while simultaneously giving traction to the engine that propels this free market economy forward into the future.
Jef I. Richards

Advertising is totally unnecessary. Unless you hope to make money.
Jef I. Richards

Advertising practitioners are interpreters. But unlike foreign language interpreters, adpeople must constantly learn new languages. They must understand the language of each new product, and speak the language of each new target audience.
Jef I. Richards

Braggin' Is advertisin'
Jef I. Richards

Commercial speech is like obscenity... we can't seem to define it, but we know it when we see it.
Jef I. Richards

Congress seems to believe that 'Children are our future' is a phrase coined by tobacco advertisers.
Jef I. Richards

Creative without strategy is called 'art.' Creative with strategy is called 'advertising.'
Jef I. Richards

Creativity is an advertising agency's most valuable asset, because it is the rarest.
Jef I. Richards

I believe 'credibility' is one of the biggest issues yet to be addressed by Internet advertisers.
Jef I. Richards

I suspect that there is no other single profession that does more to contribute to our annoying linguistic convolutions than advertising, unless it's politics.
Jef I. Richards

I wish all consumers were as gullible as advertising's biggest critics. Anyone who believes advertising is that powerful will believe almost anything.
Jef I. Richards

If its not done ethically, advertising won't be trusted. If consumers don't trust it, advertising is pointless.
Jef I. Richards

In advertising, sex sells. But only if you're selling sex.
Jef I. Richards

In the world of commercial speech, tobacco advertising bears the earmarks of an endangered species.
Jef I. Richards

Internet advertising will not replace traditional media, it will compliment them.
Jef I. Richards

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

It takes an ad to do that well.
Jef I. Richards

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

The Internet holds immense potential as a marketing tool. As an interactive medium that reaches around the world, it promises an interpersonalization of advertising. As mass communication becomes mass-interpersonal communication, marketing efforts become more efficient, effective, and extensive.
Jef I. Richards

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

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

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

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

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