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It is flagrantly dishonest for an advertising agent to urge consumers to buy a product which he would not allow his own wife to buy.

David Ogilvy

Leaders grasp nettles.
DAVID OGILVY

Grasp Leadership One Liner
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
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
I do not regard advertising as entertainment or an art form, but as a medium of information.
DAVID OGILVY

Advertisement Entertainment Information Regard
Many manufacturers secretly question whether advertising really sells their product, but are vaguely afraid that their competitors might steal a march on them if they stopped.
DAVID OGILVY

Afraid Competition Manufacturer Product Question Sale Secret Stop
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
A good advertisement is one which sells the product without drawing attention to itself.
DAVID OGILVY

Advertisement Attention Draw Goodness Product 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
I notice increasing reluctance on the part of marketing executives to use judgment; they are coming to rely too much on research, and they use it as a drunkard uses a lamp post for support, rather than for illumination.
DAVID OGILVY

Drink Executive Illumination Marketing Myself Notice Research
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
There is no need for advertisements to look like advertisements. If you make them look like editorial pages, you will attract about 50 per cent more readers.
DAVID OGILVY

Advertisement Editor Need 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
Advertising reflects the mores of society, but it does not influence them.
DAVID OGILVY

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

Advertisement Believe Power Sale

It is flagrantly dishonest for an advertising agent to urge consumers to buy a product which he would not allow his own wife to buy.

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It is flagrantly dishonest for an advertising agent to urge consumers to buy a product which he would not allow his own wife to buy.

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