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— John Caples"The success of an entire advertising campaign may stand or fall on what is said in the headlines of the individual advertisements."
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In Britain, an attractive woman is somehow suspect. If there is talent as well, it is overshadowed. Beauty and brains just can't be entertained; someone has been too extravagant. This does not happen in America or on the Continent, for the looks of a woman are considered a positive advertisement for her gifts and don't detract from them.
— Vivien Leigh
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An advertisement will be a good one - that is if the headline is really a "stopper."
— John Caples
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