Claude C. Hopkins on Frivolity in Advertising
From ~ Claude C. Hopkins in Scientific Advertising, 1923
Frivolity has no place in advertising. Nor has humor. This does not apply to amusement advertising, but it does to all other forms. Money represents life and work. It is highly respected. To most people spending in one direction means skimping in another. So money-spending usually has a serious purpose. People want something worth more to them than the same amount of money spent in other ways would buy. Nobody can cite a permanent success based on frivolity. People do not buy from clowns.