For me, commerce is of trivial import; love, faith, truth of character, the aspiration of man, these are sacred; nor read more

For me, commerce is of trivial import; love, faith, truth of character, the aspiration of man, these are sacred; nor can I detach one duty, like you, from all other duties, and concentrate my forces mechanically on the payment of moneys

When you can assume that your audience holds the same beliefs as you do, you can relax a little and read more

When you can assume that your audience holds the same beliefs as you do, you can relax a little and use more normal means of talking to it; when you have to assume that it does not, then you have to make your vision apparent by shock, to the hard of hearing you shout, and for the almost-blind, you draw large and startling figures.

In the old days villains had moustaches and kicked the dog. Audiences are smarter today. They don't want their villain read more

In the old days villains had moustaches and kicked the dog. Audiences are smarter today. They don't want their villain to be thrown at them with green limelight on his face. They want an ordinary human being with failings.

Audiences cry in the theater when people make a hard choice-for life.

Audiences cry in the theater when people make a hard choice-for life.

There is no such thing as a Mass Mind. The Mass Audience is made up of individuals, and good advertising read more

There is no such thing as a Mass Mind. The Mass Audience is made up of individuals, and good advertising is written always from one person to another. When it is aimed at millions it rarely moves anyone.

Commerce is of trivial import; love, faith, truth of character, the aspiration of man, these are sacred.

Commerce is of trivial import; love, faith, truth of character, the aspiration of man, these are sacred.

Only for the phony is commercialism-the bending of creativity to common utility-a naughty word. To the truly creative, it is read more

Only for the phony is commercialism-the bending of creativity to common utility-a naughty word. To the truly creative, it is a bridge to the great audience, a means of sharing rather than debasing.

An audience is never wrong. An individual member of it may be an imbecile, but a thousand imbeciles together in read more

An audience is never wrong. An individual member of it may be an imbecile, but a thousand imbeciles together in the dark - that is critical genius.

The audience is the best judge of anything. They cannot be lied to. Truth brings them closer. A moment that read more

The audience is the best judge of anything. They cannot be lied to. Truth brings them closer. A moment that lags - they're gonna cough.