The consumer isn't a moron. She's your wife.
1963 Confessions of an Advertising Man, ch.5.
It is the professional duty of the advertising agent to conceal his artifice.When Aeschines spoke, they said, 'How well he speaks', but when Demosthenes spoke, they said 'Let us march against Philip.'David Ogilvy
At 60 miles an hour the loudest noise in this Rolls-Royce comes from the electric clock.David Ogilvy
When someone is made the head of an office in the Ogilvy & Mather chain, I send him a Matrioshka doll from Gorky. If he has the curiosity to open it, and keep opening it until he comes to the inside of the smallest doll, he finds this message: If each of us hires people who are smaller than we are, we shall become a company of dwarfs. But if each of us hires people who are bigger than we are, we shall become a company of giants.David Ogilvy
... there are now unmistakeable signs of a trend in favor of superior products at premium prices. The consumer is not a moron, she is your wife.David Ogilvy
The consumer isn't a moron; she is your wife. You insult her intelligence if you assume that a mere slogan and a few vapid adjectives will persuade her to buy anything. She wants all the information you can give her.David Ogilvy