The consumer isn't a moron; she is your wife. You insult her in-telligence if you assume that a mere slogan and a few vapid adjectives will persuade her to buy anything.
——Davik Ogilvy, American advertisement manager
消费者不是傻瓜；她是你的妻子。如果你认为仅凭 句口号，几个干巴巴的形容词就能诱使她掏腰包购买任何东西的话，那么你就亵渎了她的智慧
——美国广告经营者 奥格尔维 D