--- title: "Meaning & Key Takeaway of: There are a lot of great technicians in…" description: "\"There are a lot of great technicians in advertising. And unfortunately they talk the best game. They know all the rules ... but there's one little rub...." image: "https://sms4smile.com/quotes/i/dac/william-bernbach-11456_advertising_there-are-a-lot-of-great-technicians-in_3116335.png" --- # There are a lot of great technicians in advertising. And… ![“There are a lot of great technicians in advertising. And unfortunately they talk the best game. They know all the rules ... but there's one little rub. They forget that advertising is persuasion, and persuasion is not a science, but an art. Advertising is the art of persuasion.” quote by William Bernbach](https://sms4smile.com/quotes/i/dac/william-bernbach-11456_advertising_there-are-a-lot-of-great-technicians-in_3116335.png) [Download](https://sms4smile.com/quotes/i/dac/william-bernbach-11456_advertising_there-are-a-lot-of-great-technicians-in_3116335.png) [Open image](https://sms4smile.com/quotes/i/dac/william-bernbach-11456_advertising_there-are-a-lot-of-great-technicians-in_3116335.png) > “There are a lot of great technicians in advertising. And unfortunately they talk the best game. They know all the rules ... but there's one little rub. They forget that advertising is persuasion, and persuasion is not a science, but an art. Advertising is the art of persuasion.” [William Bernbach](https://sms4smile.com/quotes/author/william-bernbach/) ## About This Quote This interpretation was drafted with AI assistance. It is one reading of the quote, not the author's own explanation. Advertising relies on creative persuasion rather than strict scientific rules, requiring artistic skill to influence audiences. **In simple terms:** Advertising is an art, not a science. Key Takeaway Embrace creativity in marketing. Themes advertising creativity persuasion Mood inspirational thoughtful Type philosophical inspirational When to use this quote - campaign design - brand storytelling - client pitches - media planning Key Concepts artistic expression psychology communication Questions to Reflect On - How can you balance data with creativity? - What artistic elements make your ads memorable? A Different Perspective Science can inform but cannot replace intuition in persuasion. ★ ★ ★ ★ ★ No ratings yet [Advertising](https://sms4smile.com/quotes/about/advertising/) [Art](https://sms4smile.com/quotes/about/art/) [Games](https://sms4smile.com/quotes/about/games/) [Marketing](https://sms4smile.com/quotes/about/marketing/) [Persuasion](https://sms4smile.com/quotes/about/persuasion/) [Wise](https://sms4smile.com/quotes/about/wise/) [Witty](https://sms4smile.com/quotes/about/witty/) ## Related quotes > [There are a lot of great technicians in advertising. And unfortunately they talk the best game. They know all the rules. 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The idea that evangelism is coercive is nonsense.](https://sms4smile.com/quotes/mark-dever/people-forget-that-there-is-a-big-difference-between-coercion-and/) [Mark Dever](https://sms4smile.com/quotes/author/mark-dever/) ## More by William Bernbach > [Nothing is so powerful as an insight into human nature... what compulsions drive a man, what instincts dominate his action. If you know these…](https://sms4smile.com/quotes/william-bernbach/nothing-is-so-powerful-as-an-insight-into-human-nature-what/) [William Bernbach](https://sms4smile.com/quotes/author/william-bernbach/) > [Forget words like 'hard sell' and 'soft sell.' That will only confuse you. 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