“We will never know if an advertisement or opinion poll has had a real influence on individual or collective wills, but we will never know either what would have happened if there had been no opinion poll or advertisement.”

“A public-opinion poll is no substitute for thought.”

“We have been given an assignment as a monarchy, and we do as well as we can … We try to be as little populistic as possible. We don't do anything on the spur of the moment to win an opinion poll, or short-term popularity.”

“One young lady asserted that she had never looked at any of the cards in the cars in which she had been riding for years. When questioned further, it appeared that she knew by heart almost every advertisement appearing on the line (Chicago and Evanston line), and that the goods advertised had won her highest esteem. She was not aware of the fact that she had been studying the advertisements, and flatly resented the suggestion that she had been influenced by them. Some of the goods advertised were known to her only by these advertisements, yet she supposed that they had nothing to do with her esteem of the goods. She supposed that she had always known them, that they were used in her home, or that they had been recommended to her. She did not remember when she had first heard of them.”

“I could, of course, wait for the Conservative Party or the Labour Party to organise a sample poll. A poll on art. A sample poll! A sample poll can investigate only what the pollsters know, and it cannot do even that properly.”

“Some time ago a tailor in Chicago was conducting a vigorous advertising campaign. I did not suppose that his advertising was having any influence upon me. Some months after the advertising had begun I went into the tailor's shop and ordered a suit. While in the shop I happened to fall into conversation with the proprietor and he asked me if a friend had recommended him to me. I replied that such was the case. Thereupon I tried to recall who the friend was and finally came to the conclusion that this shop had never been recommended to me at all. I had seen his advertisements for months and from them had formed an idea of the shop. Later, I forgot where I had received my information and assumed that I had received it from a friend who patronized the shop. I discovered that all I knew of the shop I had learned from advertisements and I doubt very much whether I ever read any of the advertisements further than the display type. Doubtless many other customers would have given the same reply even though, as in my case, no friend had spoken to them concerning the shop.”

“On Elsewhere we fool ourselves into thinking we know what will be just because we know the amount of time we have left. We know this, but we never really know what will be. We never know what will happen…”

“We never know what God has up His sleeve. You never know what might happen; you only know what you have to do now.”

“The agitation in the North-West Territories would have been constitutional and would certainly be constitutional to-day, if, in my opinion, we had not been attacked.”

“I had never thought of advertising as a life work, though I had on the side, written some very successful copy.”