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Bernice Fitz-Gibbon

  • It's smart to be thrifty.

    • Bernice Fitz-Gibbon,
    • Macy's famous advertising slogan, Macy's, Gimbels, and Me ()
  • 'Creativeness' often consists of merely turning up what is already there. Did you know that right and left shoes were thought up only a little more than a century ago?

  • ... deferring gratification is a good definition of being civilized.

  • To be a success in advertising you must want to fill other people with a passion for possession.

  • A good ad should be like a good sermon: It must not only comfort the afflicted — it also must afflict the comfortable!

  • Creativity varies inversely with the number of cooks involved with the broth.

  • Of course advertising creates wants. Of course it makes people discontented, dissatisfied. Satisfaction with things as they are would defeat the American dream.

  • Advertising prods people into wanting more and better things. Of course advertising makes people dissatisfied with what they have — makes them raise their sights. Mighty good thing it does. Nothing could be worse for the United States than 200,000,000 satisfied Americans.

Bernice Fitz-Gibbon, U.S. advertising executive

(1895 - 1982)