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The consumer isn’t a moron; she is your wife.

David Ogilvy

Every advertisement should be thought of as a contribution to the complex symbol which is the brand image.
DAVID OGILVY

Advertisement Brand Complex Contribution Image
Many people – and I think I am one of them – are more productive when they’ve had a little to drink. I find if I drink two or three brandies, I’m far better able to write.
DAVID OGILVY

Drink Myself People Product Thinking Writing
Ninety-nine percent of advertising doesn’t sell much of anything.
DAVID OGILVY

Advertisement Sale
Remove advertising, disable a person or firm from proclaiming its wares and their merits, and the whole of society and of the economy is transformed. The enemies of advertising are the enemies of freedom.
DAVID OGILVY

Advertising Economy Enemy Freedom Person Removal Society Transformation
The secret of long life is double careers. One to about age sixty, then another for the next thirty years.
DAVID OGILVY

Career Life Secret Time
What you say in advertising is more important than how you say it.
DAVID OGILVY

Advertisement Important Yourself
I did not feel ‘evil’ when I wrote advertisements for Puerto Rico. They helped attract industry and tourists to a country which had been living on the edge of starvation for 400 years.
DAVID OGILVY

Attraction Edge Evil Feeling Help Myself Starvation Time
Advertising is only evil when it advertises evil things.
DAVID OGILVY

Advertisement Evil Limitation
It strikes me as bad manners for a magazine to accept one of my advertisements and then attack it editorially – like inviting a man to dinner then spitting in his eye.
DAVID OGILVY

Acceptance Attack Bad Eyes Invite Magazine Man Manner Strike
Advertising people who ignore research are as dangerous as generals who ignore decodes of enemy signals.
DAVID OGILVY

Advertising Dangerous Enemy Ignorance Research Signal
The advertisers who believe in the selling power of jingles have never had to sell anything.
DAVID OGILVY

Advertisement Believe Power Sale
Does advertising corrupt editors? Yes it does, but fewer editors than you may suppose the vast majority of editors are incorruptible.
DAVID OGILVY

Advertisement Corruption Editor
Good copy can’t be written with tongue in cheek, written just for a living. You’ve got to believe in the product.
DAVID OGILVY

Believe Goodness Live Product Writing Yourself
If it doesn’t sell, it isn’t creative.
DAVID OGILVY

Creative Sale
Develop your eccentricities while you are young. That way, when you get old, people won’t think you’re going gaga.
DAVID OGILVY

Development People Thinking Young Yourself
The most important word in the vocabulary of advertising is TEST. If you pretest your product with consumers, and pretest your advertising, you will do well in the marketplace.
DAVID OGILVY

Important Marketing Place Product Vocabulary Word Yourself

The consumer isn’t a moron; she is your wife.

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The consumer isn’t a moron; she is your wife.

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Popular Authors

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