Jef I. Richards Quotes

• There’s so much truly putrid advertising out there it’s embarrassing. But not all advertising is bad. Some of it is really quite mediocre.

  Jef I. Richards

• The law requires a paper towel ad to be scrupulously honest, but allows political candidates to lie without reproach. What’s wrong with this picture?

  Jef I. Richards

• Commercial speech is like obscenity… we can’t seem to define it, but we know it when we see it.

  Jef I. Richards

  Topics in Uncategorized

  Tags in Trade, Speech

• Advertising is the art and sole of capitalism. It captures a moment of time through the lens of commerce, reflecting and affecting our lives, making us laugh and cry, while simultaneously giving traction to the engine that propels this free market economy forward into the future.

  Jef I. Richards

• In the world of commercial speech, tobacco advertising bears the earmarks of an endangered species.

  Jef I. Richards

• I suspect that there is no other single profession that does more to contribute to our annoying linguistic convolutions than advertising, unless it’s politics.

  Jef I. Richards

  Topics in Politics

• I believe ‘credibility’ is one of the biggest issues yet to be addressed by Internet advertisers.

  Jef I. Richards

  Topics in Belief

  Tags in Internet

• Internet advertising will not replace traditional media, it will compliment them.

  Jef I. Richards

  Topics in Uncategorized

  Tags in Internet

• 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

  Tags in Advertising

• Is advertising a profession, like law or medicine? How many new parents clutch their baby to their breast and declare, ‘I want this child to grow up to be a media planner’?

  Jef I. Richards

  Tags in Advertising, Profession And Professionals

• It takes an ad to do that well.

  Jef I. Richards

  Tags in Advertising

• If its not done ethically, advertising won’t be trusted. If consumers don’t trust it, advertising is pointless.

  Jef I. Richards

  Tags in Advertising

• Advertising is totally unnecessary. Unless you hope to make money.

  Jef I. Richards

  Tags in Advertising

• Advertising is the ‘wonder’ in Wonder Bread.

  Jef I. Richards

  Tags in Advertising

• The Death of Advertising? I think that’s in the book of Revelation. It’s the day when people everywhere become satisfied with their weight, their hair, their skin, their wardrobe, and their aroma.

  Jef I. Richards

  Tags in Advertising

• There is a huge difference between journalism and advertising. Journalism aspires to truth. Advertising is regulated for truth. I’ll put the accuracy of the average ad in this country up against the average news story any time.

  Jef I. Richards

  Tags in Advertising

• Advertising practitioners are interpreters. But unlike foreign language interpreters, adpeople must constantly learn new languages. They must understand the language of each new product, and speak the language of each new target audience.

  Jef I. Richards

  Topics in Uncategorized

  Tags in Advertising, Language

• While it may be true that the best advertising is word-of-mouth, never lose sight of the fact it also can be the worst advertising.

  Jef I. Richards

  Topics in Truth

  Tags in Advertising

Jef I. Richards (18)

Nationality:	American
Profession:	Professor

About

Jef I. Richards is an American professor. He earned a JD degree from Indiana University in 1981. He received his PhD from the University of Wisconsin in 1988. He is a Professor and Chair of the Department of Advertising and Public Relations at Michigan State University. He was a Professor of Advertising at The University of Texas at Austin from 1988-2010. He served as president of the American Academy of Advertising. His research includes advertising regulatory issues, and he has published more than 80 articles, books, and book chapters. He also associate editor of the International Journal of Internet Marketing and Advertising.

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Today's Anniversary - 29th May

Births

• 1978 - Adam Rickitt
• 1986 - Shwayze
• 1904 - Eugene Forsey
• 1932 - Paul R. Ehrlich
• 1906 - T. H. White

Deaths

• 2004 - Samuel Dash
• 1979 - Mary Pickford
• 1911 - William Gilbert
• 2004 - Sam Dash