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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

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
I avoid clients for whom advertising is only a marginal factor in their marketing mix. They have an awkward tendency to raid their advertising appropriations whenever they need cash for other purposes.
DAVID OGILVY

Advertisement Avoid Awkward Cash Client Factor Myself Purpose
In the modern world of business, it is useless to be a creative, original thinker unless you can also sell what you create.
DAVID OGILVY

Business Creativity Original Thinking World 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
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
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
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
Advertising people who ignore research are as dangerous as generals who ignore decodes of enemy signals.
DAVID OGILVY

Advertising Dangerous Enemy Ignorance Research Signal
Never write an advertisement which you wouldn’t want your family to read. You wouldn’t tell lies to your own wife. Don’t tell them to mine.
DAVID OGILVY

Advertisement Family Myself Reading Writing
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
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
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
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
What you say in advertising is more important than how you say it.
DAVID OGILVY

Advertisement Important Yourself
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

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.

Related Topics

Popular Authors

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.

Related Topics

Popular Authors

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