Some more insights from Charles Saatchi

Saatchi, Charles (2013)  Babble, London: Booth-Clibborn Editions

‘My point here is that some people are swayed by pictures, come people are persuaded by words: it is the structure of our brain cells which determines whether we prefer one over the other, or both equally.  Or neither – some people just like country walks.’ (p. 308)

‘Everybody in advertising has heard talk of the “Golden Chalice of Subliminal Advertising”.  I can safely say I have never seen an example, though people tell me of tests in America in the 1950’s where they flashed super quick images of an icy Coca-Cola onto the screen, apparently invisible to the eye, and saw sales of Coke in the cinema triple immediately.’ (p. 308)

‘Subliminal advertising is an urban myth, and nowhere near as much fun as a commercial that makes you laugh, or think’. (p. 308)

‘I still remember the little homily passed down to generations of advertising copywriters since the 1930’s.
“When the client moans and sighs, make his logo twice the size.
Should this still be unsatisfactory, show a picture of his factory.
Only in the direct case, show a picture of his face.’ (p. 308)

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