The headline is the most important element of an ad. It must offer a promise to the reader of a believable benefit. And it must be phrased in a way to give it memory value.
Man becomes weak or ill by accident as a consequence of the lack of resources. Even the most severally ill patients must be treated with the aim of restoring their health.
For my future I have no concern, and as a true philosopher, I never would have any, for I know not what it may be: as a Christian, on the other hand, faith must believe without discussion, and the stronger it is, the more it keeps silent.
When we started making electronic music I imagined that the reaction we got from the rock musicians must have been similar to the one the beat groups got from people like my dad.
We must also remember that our work is not done.
People need a sacred narrative. They must have a sense of larger purpose, in one form or another, however intellectualized. They will find a way to keep ancestral spirits alive.
Businesses must invest in products and people in order to create new wealth.
The war on meth must be fought with a multi-pronged approach.
I wouldn't tell Jill how I felt. I behaved in such a way that was opposite to how I felt. I must have seemed strong to her. I didn't want to bring her down.
Each man must look to himself to teach him the meaning of life. It is not something discovered: it is something molded.
The collective judgment of the electorate must be respected.
That's one of the most exciting things about Michigan's future. We need to, we must capitalize on our alternative-energy vehicles that we can produce right here.
Like most people, I woke up one day to find that everyone I knew was taking antidepressants, and since I wasn't, I figured that I must be the cause of their depression.
Concepts of justice must have hands and feet to carry out justice in every case in the shortest possible time and the lowest possible cost. This is the challenge to every lawyer and judge in America.
The spirit of Ubuntu, that once led Haiti to emerge as the first independent black nation in 1804, helped Venezuela, Colombia and Ecuador attain liberty, and inspired our forefathers to shed their blood for the United States' independence, cannot die. Today, this spirit of solidarity must and will empower all of us to rebuild Haiti.
And if we must educate our poets and artists in science, we must educate our masters, labour and capital, in art.
Any cut to Pell Grants means low-income must take out additional loans or work longer hours - risk factors that increase their odds of dropping out of school.
We must not fail to recognise that television can be a hugely positive influence in children's lives, one of the greatest educators in contemporary society and an increasing influence on all the children followed in 'Child of Our Time.'
If Mr. Obama wants to get things done, he must recognize that in Washington only the president has the power to make the first big move.
We must adjust to changing times and still hold to unchanging principles.
We and our fellow men of all countries must realize that we share this wonderful, beautiful, salubrious earth as brothers and that there never will be anywhere else to go.
All the best novels are about one thing: how we go on. The characters must survive the fallout of their own cowardice, folly, denial or misguided passion. They squander what matters most, and still they pick up the pieces.
We must realise that man's nature will remain the same so long as he remains man; that civilisation is but a slight coverlet beneath which the dominant beast sleeps lightly and ever ready to awake. To preserve civilisation, we must deal scientifically with the brute element, using only genuine biological principles.
Sally Gardner must drive her publishers to distraction: no sooner have they worked out how to market one brilliant book than she delivers another that is just as brilliant but totally different.
Real education must ultimately be limited to men who insist on knowing, the rest is mere sheep-herding.
To discuss a Martin Amis book, you must first discuss the orchestrated release of a Martin Amis book. In London, which rightly prides itself on the vibrancy of its literary cottage industry, Amis is the Steve Jobs of book promoters, and his product rollouts are as carefully managed as anything Apple dreams up.
Let's make New York the safest state in America - that must be our goal. Let's achieve it together.
It is not advantageous for Russia in its present state to fight against Chechnya. The army is a mess. It must be made combat ready. That will take time. Russia has a lot of economic, social and political problems much more important than Chechnya.
We must combat misinformation that is being spread.
Nature, too, shall live its own life. We must beware not to disrupt it with the color of our houses and interior fittings. yet we should not attempt to bring nature, houses, and human beings together into a higher unity.
Judicial judgment must take deep account of the day before yesterday in order that yesterday may not paralyze today.
The heart of the theater is the play itself, how it dramatizes life to make it meaningful entertainment. To achieve depth and universality, the playwright must subject himself to intense critique, to know human character and behavior, and finally to construct art from the most mundane of human experience.
He who loves the more is the inferior and must suffer.
We must make the best of those ills which cannot be avoided.
There must be free and open interdepartmental discussion and consideration of everyone's ideas and opinions. These internal discussions must not be considered an invasion of turf, and must remain private... When everyone is on the same page, trust develops, and teams can grow and succeed together.
My attitude toward graduate students was different, I must say. I used graduate students as colleagues: I gave them the best problems to work on, and I encouraged them.
