Raymond Rubicam quotes:

Mirror the reader to himself and then show him afterward how your product fits his needs.

Advertising is simply a use of the right of the manufacture to present his case and to employ the same arts of appeal and persuasion accorded to the politician, the preacher, the lawyer, and to every other individual who has a special interest in something, whether a creed or a commodity.

The only purpose of advertising is to sell. It has no other function worth mentioning.

The value of an ad is in inverse ratio to the number of times it has been used.