The novice in advertising frequently gives the public credit, for too much intelligence.

Summary

This quote implies that inexperienced advertisers often overestimate the intelligence of their target audience. They assume that the public will readily understand complex or subtle messages in advertisements, which can lead to ineffective communication. The quote highlights the importance of simplicity and clarity in advertising, as it suggests that advertisers should not assume a high level of intelligence from their audience but rather strive for clear and easily understandable messaging.

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