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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
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Interpretation

What this quote means

A good advertisement should resonate with those in need while challenging those who are complacent.

This quote emphasizes the dual purpose of effective advertising: to provide solace and reassurance to those who are struggling, while simultaneously provoking thought and discomfort in those who may be indifferent or overly comfortable in their positions. It's a call for advertisers to not only address the needs of their audience but also to inspire change by challenging the status quo.

Themes

AdvertisingComfortChallengeChangeCreativity

In practice

Example use cases

During a marketing workshop, while discussing the need for impactful ad campaigns.

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