Bernice Fitz-Gibbon on Honesty in Advertising

From ~ Bernice Fitz-Gibbon in Macy’s, Gimbels & Me, 1951
Why do I make such a point of the fact that little unimportant untruths in an ad hurt all advertising? Because when there is one slip or false quote, the whole thing collapses and becomes unbelievable. As when the little girl says, “Mommy is a genius. She buys me Yoo-hoo syrup.” If she stopped right there, I’d probably believe the stuff was delicious and might even buy a few bottles to worm my way into the affections of my grandniece. But when the little girl goes on to say, “Mommy buys me Yoo-hoo syrup – the chocolate energy drink that comes in no-deposit, no return bottles,” she has lost me forever.

Posted: June 21, 2017 In: Wisdom from Advertising Greats

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