Appeal Quote by William Bernbach
“Because an appeal makes logical sense is no guarantee that it will work.”
About This Quote
Source Book: 'The Advertising Concept Book', 1982
Logical appeal alone does not guarantee effectiveness; emotional and contextual factors also matter.
In simple terms: Logic isn’t enough for success.
Key Takeaway
Combine logic with emotion for impact.
Themes
advertising
logic
effectiveness
Mood
analytical
strategic
Type
professional
educational
When to use this quote
- marketing campaigns
- product launches
- political messaging
- public health announcements
Key Concepts
cognitive bias
emotional appeal
consumer behavior
Questions to Reflect On
- What emotional triggers complement your logical points?
- How can you test the appeal’s real-world impact?
A Different Perspective
Logical arguments may be dismissed if they clash with audience values.
