--- title: "Meaning & Key Takeaway of: Advertising must respect the intelligence…" description: "\"Advertising must respect the intelligence of its audience and if it does not prompt them to think, it will be instantly dismissed.\" — Maurice Saatchi" image: "https://sms4smile.com/quotes/i/eef/maurice-saatchi-21575_advertising_advertising-must-respect-the-intelligenc_634625.png" --- # Advertising must respect the intelligence of its audience… ![“Advertising must respect the intelligence of its audience and if it does not prompt them to think, it will be instantly dismissed.” quote by Maurice Saatchi](https://sms4smile.com/quotes/i/eef/maurice-saatchi-21575_advertising_advertising-must-respect-the-intelligenc_634625.png) [Download](https://sms4smile.com/quotes/i/eef/maurice-saatchi-21575_advertising_advertising-must-respect-the-intelligenc_634625.png) [Open image](https://sms4smile.com/quotes/i/eef/maurice-saatchi-21575_advertising_advertising-must-respect-the-intelligenc_634625.png) > “Advertising must respect the intelligence of its audience and if it does not prompt them to think, it will be instantly dismissed.” [Maurice Saatchi](https://sms4smile.com/quotes/author/maurice-saatchi/) ## About This Quote This interpretation was drafted with AI assistance. It is one reading of the quote, not the author's own explanation. Ads should engage intellect; otherwise they are ignored. **In simple terms:** Think‑provoking ads succeed. Key Takeaway Create thought‑stimulating content. Themes marketing intelligence engagement Mood analytical strategic Type advertising philosophical When to use this quote - product launch - brand awareness - media planning Key Concepts cognitive advertising audience respect Questions to Reflect On - How can you balance simplicity with intellectual challenge? - What metrics show audience thinking? A Different Perspective Complex ideas may alienate some audiences. ★ ★ ★ ★ ★ No ratings yet [Advertising](https://sms4smile.com/quotes/about/advertising/) [Audience](https://sms4smile.com/quotes/about/audience/) [Intelligence](https://sms4smile.com/quotes/about/intelligence/) [Marketing](https://sms4smile.com/quotes/about/marketing/) [Thinking](https://sms4smile.com/quotes/about/thinking/) ## Related quotes > [I like working with people who respect the intelligence of their audience.](https://sms4smile.com/quotes/graham-linehan/i-like-working-with-people-who-respect-the-intelligence-of-their/) [Graham Linehan](https://sms4smile.com/quotes/author/graham-linehan/) > [Never underestimate the intelligence of the audience; make good programmes, and they will come.](https://sms4smile.com/quotes/armando-iannucci/never-underestimate-the-intelligence-of-the-audience-make-good/) [Armando Iannucci](https://sms4smile.com/quotes/author/armando-iannucci/) > [I can't see what's wrong about assuming intelligence in your audience and what's bad news about being rewarded for assuming that.](https://sms4smile.com/quotes/steven-moffat/i-can-t-see-what-s-wrong-about-assuming-intelligence-in-your-audience/) [Steven Moffat](https://sms4smile.com/quotes/author/steven-moffat/) > [So that, to me, is important that audiences are treated with an amount of respect toward their intelligence. Most Hollywood films don't respect their…](https://sms4smile.com/quotes/eriq-la-salle/so-that-to-me-is-important-that-audiences-are-treated-with-an-amount/) [Eriq La Salle](https://sms4smile.com/quotes/author/eriq-la-salle/) > [Americans ... want leaders who share their values, understand their needs, and respect their intelligence.](https://sms4smile.com/quotes/tom-vilsack/americans-want-leaders-who-share-their-values-understand-their-needs/) [Tom Vilsack](https://sms4smile.com/quotes/author/tom-vilsack/) > [Those who respect the intelligence of the common man have always been masters.](https://sms4smile.com/quotes/suhasini-maniratnam/those-who-respect-the-intelligence-of-the-common-man-have-always-been/) [Suhasini Maniratnam](https://sms4smile.com/quotes/author/suhasini-maniratnam/) > [I had learned to respect the intelligence, integrity, creativity and capacity for deep thought and hard work latent somewhere in every child; they had…](https://sms4smile.com/quotes/sybil-marshall/i-had-learned-to-respect-the-intelligence-integrity-creativity-and/) Sybil Marshall > [All media owners want to attract advertising revenue. Google is no different.](https://sms4smile.com/quotes/maurice-saatchi/all-media-owners-want-to-attract-advertising-revenue-google-is-no/) [Maurice Saatchi](https://sms4smile.com/quotes/author/maurice-saatchi/) > [Advertising at its worst will be killed by the Internet. And rightly so.](https://sms4smile.com/quotes/maurice-saatchi/advertising-at-its-worst-will-be-killed-by-the-internet-and-rightly-so/) [Maurice Saatchi](https://sms4smile.com/quotes/author/maurice-saatchi/) > [There is no rivalry between Google and traditional advertising.](https://sms4smile.com/quotes/maurice-saatchi/there-is-no-rivalry-between-google-and-traditional-advertising/) [Maurice Saatchi](https://sms4smile.com/quotes/author/maurice-saatchi/) > [“There's not a branch of publishing or broadcasting that doesn't depend in some way on advertising. It'd be like an aquarium without water. Why,…](https://sms4smile.com/quotes/haruki-murakami/there-s-not-a-branch-of-publishing-or-broadcasting-that-doesn-t/) [Haruki Murakami](https://sms4smile.com/quotes/author/haruki-murakami/) > [“Never run advertising until the major publicity possibilities have been exploited.”](https://sms4smile.com/quotes/al-ries/never-run-advertising-until-the-major-publicity-possibilities-have/) [Al Ries](https://sms4smile.com/quotes/author/al-ries/) > [We have the capital, the resources, and the technology that we need to build a mobile advertising platform across the planet.](https://sms4smile.com/quotes/naveen-tewari/we-have-the-capital-the-resources-and-the-technology-that-we-need-to/) [Naveen Tewari](https://sms4smile.com/quotes/author/naveen-tewari/) > [Advertising justifies its existence when used in the public interest-it is much too powerful a tool to use solely for commercial purposes.](https://sms4smile.com/quotes/howard-gossage/advertising-justifies-its-existence-when-used-in-the-public-interest/) [Howard Gossage](https://sms4smile.com/quotes/author/howard-gossage/) > [“Salesmanship is usually the art of making it the prospect’s problem, the salesperson’s need or desire to earn money.”](https://sms4smile.com/quotes/mokokoma-mokhonoana/salesmanship-is-usually-the-art-of-making-it-the-prospect-s-problem/) [Mokokoma Mokhonoana](https://sms4smile.com/quotes/author/mokokoma-mokhonoana/) ## More by Maurice Saatchi > [I'm instinctively a Conservative.](https://sms4smile.com/quotes/maurice-saatchi/i-m-instinctively-a-conservative/) [Maurice Saatchi](https://sms4smile.com/quotes/author/maurice-saatchi/) > [America's critics can be heard everywhere. It is too much in love with money - worshipping the god of the marketplace, the golden calf.…](https://sms4smile.com/quotes/maurice-saatchi/america-s-critics-can-be-heard-everywhere-it-is-too-much-in-love-with/) [Maurice Saatchi](https://sms4smile.com/quotes/author/maurice-saatchi/) > [All media owners want to attract advertising revenue. Google is no different.](https://sms4smile.com/quotes/maurice-saatchi/all-media-owners-want-to-attract-advertising-revenue-google-is-no/) [Maurice Saatchi](https://sms4smile.com/quotes/author/maurice-saatchi/) > [I write in the most distressingly slow way in terms of punctuation and grammar.](https://sms4smile.com/quotes/maurice-saatchi/i-write-in-the-most-distressingly-slow-way-in-terms-of-punctuation/) [Maurice Saatchi](https://sms4smile.com/quotes/author/maurice-saatchi/) > [The essence of parenthood is to make children think that they are the most handsome, intelligent, brilliant person in the world.](https://sms4smile.com/quotes/maurice-saatchi/the-essence-of-parenthood-is-to-make-children-think-that-they-are-the/) [Maurice Saatchi](https://sms4smile.com/quotes/author/maurice-saatchi/) > [There is no rivalry between Google and traditional advertising.](https://sms4smile.com/quotes/maurice-saatchi/there-is-no-rivalry-between-google-and-traditional-advertising/) [Maurice Saatchi](https://sms4smile.com/quotes/author/maurice-saatchi/) > [Politics is its own world. 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This kid finds a gun, the…](https://sms4smile.com/quotes/bill-maher/i-saw-this-anti-drug-commercial-that-showed-a-kid-smoking-pot-in-his/) [Bill Maher](https://sms4smile.com/quotes/author/bill-maher/) > [“Salesmanship is usually the art of making it the prospect’s problem, the salesperson’s need or desire to earn money.”](https://sms4smile.com/quotes/mokokoma-mokhonoana/salesmanship-is-usually-the-art-of-making-it-the-prospect-s-problem/) [Mokokoma Mokhonoana](https://sms4smile.com/quotes/author/mokokoma-mokhonoana/) > [Advertising justifies its existence when used in the public interest-it is much too powerful a tool to use solely for commercial purposes.](https://sms4smile.com/quotes/howard-gossage/advertising-justifies-its-existence-when-used-in-the-public-interest/) [Howard Gossage](https://sms4smile.com/quotes/author/howard-gossage/) > [“Don't wait, just sweat.”](https://sms4smile.com/quotes/amit-kalantri/don-t-wait-just-sweat/) [Amit Kalantri](https://sms4smile.com/quotes/author/amit-kalantri/) > [We have the capital, the resources, and the technology that we need to build a mobile advertising platform across the planet.](https://sms4smile.com/quotes/naveen-tewari/we-have-the-capital-the-resources-and-the-technology-that-we-need-to/) [Naveen Tewari](https://sms4smile.com/quotes/author/naveen-tewari/) > [“Never run advertising until the major publicity possibilities have been exploited.”](https://sms4smile.com/quotes/al-ries/never-run-advertising-until-the-major-publicity-possibilities-have/) [Al Ries](https://sms4smile.com/quotes/author/al-ries/) > [God never talks. But the devil keeps advertising, Father. The devil does a lot of commercials.](https://sms4smile.com/quotes/william-peter-blatty/god-never-talks-but-the-devil-keeps-advertising-father-the-devil-does/) [William Peter Blatty](https://sms4smile.com/quotes/author/william-peter-blatty/) > [I like Valentine's Day. The trouble is the florists and the candy-makers and the card people are all advertising so much, you don't dare…](https://sms4smile.com/quotes/andy-rooney/i-like-valentine-s-day-the-trouble-is-the-florists-and-the-candy/) [Andy Rooney](https://sms4smile.com/quotes/author/andy-rooney/) > [I happened to be spotted by a modeling agent who offered me a part-time job at 16. 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Then I want to…](https://sms4smile.com/quotes/hugh-grant/i-ve-driven-people-mad-on-films-that-i-ve-made-i-want-more-takes-i/) [Hugh Grant](https://sms4smile.com/quotes/author/hugh-grant/) > [This hype word bothers me though It always sounds like an accusation, what does it mean, advertising, column inches in the press? Bands themselves…](https://sms4smile.com/quotes/holly-johnson/this-hype-word-bothers-me-though-it-always-sounds-like-an-accusation/) [Holly Johnson](https://sms4smile.com/quotes/author/holly-johnson/) > [I'm supposed to be taking time off. 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