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Great advertising, in and of itself, becomes a benefit of the product.
George Lois
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Interpretation

What this quote means

Effective advertising enhances the perceived value of a product beyond its inherent qualities.

This quote by George Lois highlights the powerful role of advertising in shaping consumer perception. When done correctly, advertising can transform a product from merely functional to desirable by creating a compelling narrative that adds perceived value, thereby influencing purchasing decisions and enhancing consumer satisfaction.

Themes

AdvertisingProductPerceptionValueConsumer

In practice

Example use cases

During a marketing workshop to illustrate the importance of advertisements.

More from George Lois

In professional work - certainly in the arts and graphics - 99% of people have zero courage. They blow with the wind.
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You can't test great advertising. You can only test the mediocre. Not that I don't care about demographics. You have to understand who you're going after.
George LoisRead
Truly great images make all the other millions of images you look at unimportant. You gotta look at an image and understand it in a nanosecond.
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In any creative industry, the fact that others are moving in a certain direction is always proof positive, at least to me, that a new direction is the only direction.
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I've done truth to power all my life. It's got me into trouble, but who cares?
George LoisRead
I don't design. I get what I think is a big idea, and I put the idea down. I'm not a designer. I'm a communicator.
George LoisRead

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We want consumers to say, 'That's a hell of a product' instead of, 'That's a hell of an ad.'
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Properly practiced creativity must result in greater sales more economically achieved. Properly practiced creativity can lift your claims out of the swamp of sameness and make them accepted, believed, persuasive, urgent.
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