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 OGILVYThe headline is the ‘ticket on the meat.’ Use it to flag down readers who are prospects for the kind of product you are advertising.
More David Ogilvy Quotes
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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.
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Don’t bunt. Aim out of the ball park. Aim for the company of immortals.
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Advertising reflects the mores of society, but it does not influence them.
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Advertising is only evil when it advertises evil things.
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A good advertisement is one which sells the product without drawing attention to itself.
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The more informative your advertising, the more persuasive it will be.
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Develop your eccentricities while you are young. That way, when you get old, people won’t think you’re going gaga.
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Advertising people who ignore research are as dangerous as generals who ignore decodes of enemy signals.
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If each of us hires people who are smaller than we are, we shall become a company of dwarfs. But if each of us hires people who are bigger than we are, we shall become a company of giants.
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What really decides consumers to buy or not to buy is the content of your advertising, not its form.
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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.
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Does advertising corrupt editors? Yes it does, but fewer editors than you may suppose the vast majority of editors are incorruptible.
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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.
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The pursuit of excellence is less profitable than the pursuit of bigness, but it can be more satisfying.
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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






