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Why does advertising work? The very best advertising works because it surprises you with a truth. it may a truth that's new or a truth that you've known all of your life, but it's always a truth. It may suprise you with its cleverness, its audacity, its humor, or its insight. But it always suprises. Great advertising -- the advertising that you remember, that builds brands, that poersuades you to buy -- will make you feel better for the purchase. Why doesn't advertising work? When advertising doesn't work, it is always -- ALWAYS -- because it lacks one or more of the following: Truth. Respect. Passion. Truth and respect without passion: boring. Truth and passion without respect: insulting. Passion and respect without truth: irrelevant. When advertising doesn't appeal to your heart, your head and your sense of rightness, it has already failed.