WANTS

"We read advertisements . . . to discover and enlarge our desires. We are always ready - even eager - to discover, from the announcement of a new product, what we have all along wanted without really knowing it."

- Daniel J. Boorstin (1961), U.S. historian, quoted in Robert Andrews, The Columbia Dictionary of Quotations, 1993, New York, NY: Columbia University Press, p. 18.
"Good advertising does not just circulate information. It penetrates the public mind with desires and belief."

- Leo Burnett, quoted in 100 LEO's, Chicago, IL: Leo Burnett Company, p. 54.
"The philosophy behind much advertising is based on the old observation that every man is really two men - the man he is and the man he wants to be."

- William Feather, quoted in Edward F. Murphy, The Crown Treasury of Relevant Quotations, 1978, New York: Crown Publishers, p. 15.
"Few people at the beginning of the nineteenth century needed an adman to tell them what they wanted."

- John Kenneth Galbraith, quoted in Michael Jackman, Crown's Book of Political Quotations, 1982, New York: Crown Publishing Inc., p. 1.
"It is not necessary to advertise food to hungry people, fuel to cold people, or houses to the homeless."

- John Kenneth Galbraith, American economist, quoted in Julia Vitullo-Martin and J. Robert Moskin, The Executives Book of Quotations, 1994, New York: Oxford University Press, p. 5.
"Advertising as the printed form of selling would seem . . . ultimately to be justified in so far as it serves as a means of increasing legitimate human wants, as an agency of fair and economic competition in the distribution of goods, and as a stimulant to social progress."

- Daniel Starch, Principles of Advertising, 1923, Chicago, IL: A.W. Shaw Company, p. 115.
"The business of the advertiser or the seller is not to create fundamentally new desires. That is not necessary and really cannot be done. Man already has certain desires present from birth, which are a part of his fundamental make-up. All that a seller can do is to direct these desires in certain directions, or stimulate them to action, or show by what new ways an old desire may be satisfied."

- Daniel Starch, Principles of Advertising, 1923, Chicago, IL: A.W. Shaw Company, p. 255.