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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 (1967)

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"'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?"

Bernice Fitz-Gibbon, Macy's, Gimbels, and Me (1967)

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

Bernice Fitz-Gibbon, Macy's, Gimbels, and Me (1967)

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

Bernice Fitz-Gibbon, Macy's, Gimbels, and Me (1967)

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

Bernice Fitz-Gibbon, Macy's, Gimbels, and Me (1967)

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

Bernice Fitz-Gibbon, Macy's, Gimbels, and Me (1967)

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

Bernice Fitz-Gibbon, Macy's, Gimbels, and Me (1967)

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"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, Macy's, Gimbels, and Me (1967)

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Bernice Fitz-Gibbon, U.S. advertising executive
(1895 - 1982)