Bill Bernbach—the ad exec behind Volkswagen’s “Lemon” campaign, and “Mikey likes it” for Life cereal, and Avis’ “We Try Harder” and a thousand other campaigns—once famously said:
It took millions of years for man’s instincts to develop. It will take millions more for them to even vary. It is fashionable to talk about changing man. A communicator must be concerned with unchanging man, with his obsessive drive to survive, to be admired, to succeed, to love, to take care of his own.
In other words, when you compare the humans of the 1920s—for me, the early dawn of “copywriting,” as a discipline—with humans today…
You’ll see our psychological needs haven’t changed a bit.[Read more…] about What happened to copywriting?