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

David Ogilvy

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David Ogilvy
Age: 88 †
Born: 1911
Born: June 23
Died: 1999
Died: July 21
Businessman
Businessperson
Economist
Writer
West Horsley
Surrey
David MacKenzie Ogilvy
Advertising
Symbol
Image
Brand
Business
Brands
Thought
Contribution
Every
Symbols
Marketing
Complexes
Advertisement
Complex
Advertisements

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I figure that my staff will be less reluctant to work overtime if I work longer hours than they do.
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Creativity Is a fancy word for the work we have to do by Friday.
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I do not regard advertising as entertainment or an art form, but as a medium of information. When I write an advertisement, I don’t want you to tell me that you find it ‘creative.’ I want you to find it so interesting that you buy the product.
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If you ever find a man who is better than you are - hire him. If necessary, pay him more than you pay yourself.
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No sale, no commission. No commission, no eat. That made an impression on me.
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You have only 30 seconds in a TV commercial. If you grab attention in the first frame with a visual surprise, you stand a better chance of holding the viewer. People screen out a lot of commercials because they open with something dull. When you advertise fire-extinguishers, open with the fire.
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Consumers still buy products whose advertising promises them value for money, beauty, nutrition, relief from suffering, social status and so on.
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The more informative your advertising, the more persuasive it will be.
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Candor compels me to admit that I have no conclusive research to support my view that jingles are less persuasive than the spoken word. You'd run like hell if a salesman came to your door and began singing at you. Why do it in advertising?
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While you are responsible to your clients for sales results, you are responsible to consumers for the kind of advertising you bring into their homes.
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Good products can be sold by honest advertising. If you don't think the product is good, you have no business to be advertising it.
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Why should a manufacturer bet his money, perhaps the future of his company, on your instinct?
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The trouble with many copywriters in general agencies are that they don't really think in terms of selling. They have never written direct-response they have never tasted blood
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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.
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The worst fault a salesman can commit is to be a bore...... Pretend to be vastly interested in any subject the prospects shows an interest in.
David Ogilvy
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The more informative your advertising, the more persuasive it will be. Before people making a buying decision, they have many questions. For example, why they should buy from you, why your product is better than other similar products, why they should trust you, and why they should buy it now, etc.
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Readers travel so fast they don't stop to decipher the meaning of obscure headlines.
David Ogilvy
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A good advertisement is one which sells the product without drawing attention to itself.
David Ogilvy
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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
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The consumer isn't a moron she is your wife.
David Ogilvy