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

David Ogilvy

The advertisers who believe in the selling power of jingles have never had to sell anything.
DAVID OGILVY

Advertisement Believe Power Sale
Advertising people who ignore research are as dangerous as generals who ignore decodes of enemy signals.
DAVID OGILVY

Advertising Dangerous Enemy Ignorance Research Signal
What really decides consumers to buy or not to buy is the content of your advertising, not its form.
DAVID OGILVY

Advertisement Buy Consumer Decision Form
Much of the messy advertising you see on television today is the product of committees. Committees can criticize advertisements, but they should never be allowed to create them.
DAVID OGILVY

Advertisement Committee Creation Mess See Television
A good advertisement is one which sells the product without drawing attention to itself.
DAVID OGILVY

Advertisement Attention Draw Goodness Product Sale
Some manufacturers illustrate their advertisements with abstract paintings. I would only do this if I wished to conceal from the reader what I was advertising.
DAVID OGILVY

Abstract Illustration Manufacturer Myself Painting Reading
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
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
Advertising is only evil when it advertises evil things.
DAVID OGILVY

Advertisement Evil Limitation
The headline is the ‘ticket on the meat.’ Use it to flag down readers who are prospects for the kind of product you are advertising.
DAVID OGILVY

Advertisement Head Kind Product Reading Ticket
Our business is infested with idiots who try to impress by using pretentious jargon.
DAVID OGILVY

Business Idiot Infest Ourselves Pretend
The more informative your advertising, the more persuasive it will be.
DAVID OGILVY

Advertisement Information Persuasion
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
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
You now have to decide what ‘image’ you want for your brand. Image means personality. Products, like people, have personalities, and they can make or break them in the market place.
DAVID OGILVY

Brand Decision Image Market People Personality Place Yourself
On the average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar.
DAVID OGILVY

Average Money People Reading Time Yourself

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

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

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Popular Authors

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