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Bernice Fitz-Gibbon
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“It's smart to be thrifty.”
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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?”
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“... deferring gratification is a good definition of being civilized.”
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“To be a success in advertising you must want to fill other people with a passion for possession.”
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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!”
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“Creativity varies inversely with the number of cooks involved with the broth.”
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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.”
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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, U.S. advertising executive
(1895 - 1982)