"I wish all consumers were as gullible as advertising's biggest critics. Anyone who believes advertising is that powerful will believe almost anything"
- Jef I. Richards
About this Quote
In this quote, Jef I. Richards is expressing his belief that advertising's most significant critics are really the most gullible customers. He recommends that those who strongly criticize marketing and think it to be extremely effective are more likely to think anything they are informed. Richards is indicating that these individuals are quickly swayed and affected by marketing, and therefore, their viewpoints might not hold much weight. He might also be recommending that marketing is not as powerful as some might believe, which those who are highly doubtful of it are in fact giving it more power than it should have. In general, Richards is highlighting the irony of those who criticize marketing while also being highly prone to its impact.
"Developments in information technology and globalised media mean that the most powerful military in the history of the world can lose a war, not on the battlefield of dust and blood, but on the battlefield of world opinion"
"We cannot continue to rely only on our military in order to achieve the national security objectives that we've set. We've got to have a civilian national security force that's just as powerful, just as strong, just as well-funded"
