In simple terms, the quote emphasizes how advertising can significantly influence people's perceptions and experiences. By using creative techniques and persuasive language, advertisements have the power to make a product seem more appealing or enjoyable than it might be without such promotion. For instance, an advertisement for a food item could convince consumers that it tastes better just by highlighting its unique features or emotional benefits.
The deeper meaning of this quote lies in the idea that perception can shape reality and experiences. George Lois is suggesting that while advertising may not alter the actual qualities of a product, it can change how people perceive those qualities. This manipulation of perception is seen as a tool to enhance enjoyment and satisfaction. The quote challenges the notion that altering someone's view through marketing tactics is inherently deceptive or wrong, instead framing it as a method for creating excitement and fun. It encourages businesses to focus on highlighting what makes their products exciting rather than solely focusing on factual information.
George Lois was an influential American graphic designer and art director who worked extensively in advertising throughout the 1960s and beyond. Known for his bold designs and innovative ideas, Lois played a crucial role in shaping the visual identity of many well-known brands through striking and memorable advertisements. His philosophy often revolved around the idea that great design and messaging could profoundly impact consumer perception and experience.
