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— Conan O'Brien"It was reported that Anna Kournikova is coming out with her own brand of deodorant. Apparently, the ads show Kournikova holding up her deodorant and saying now only her tennis game stinks."
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Remember that the headline and the appeals are ONE AND THE SAME. In successful ads, the appeal is almost always expressed in the headline.
— John Caples
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I think that the best approach would be if the American people ever insist that we cut down on the massive amounts of money that moves into the campaigns from special interest groups, and if we resist publicly by saying "No more negative advertisements that destroy the reputations of one's opponents." In the meantime, just don't pay any attention to negative ads, if you can avoid them, and try to focus on the issues.
— Jimmy Carter
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