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" 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

Eye

Dinner

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" The consumer isn't a moron; she is your wife. "

" The pursuit of excellence is less profitable than the pursuit of bigness, but it can be more satisfying. "

" 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. "

" There are very few men of genius in advertising agencies. But we need all we can find. Almost without exception they are disagreeable. Don't destroy them. They lay golden eggs. "

" 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. "

" 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. "

" Don't bunt. Aim out of the ball park. Aim for the company of immortals. "

" 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. "

" In the modern world of business, it is useless to be a creative, original thinker unless you can also sell what you create. "

" Never stop testing, and your advertising will never stop improving. "

" Advertising is a business of words, but advertising agencies are infested with men and women who cannot write. They cannot write advertisements, and they cannot write plans. They are helpless as deaf mutes on the stage of the Metropolitan Opera. "

" Ninety-nine percent of advertising doesn't sell much of anything. "

" I do not regard advertising as entertainment or an art form, but as a medium of information. "

" 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. "

" What you say in advertising is more important than how you say it. "

David Ogilvy

Advertising

Say

" It takes a big idea to attract the attention of consumers and get them to buy your product. Unless your advertising contains a big idea, it will pass like a ship in the night. I doubt if more than one campaign in a hundred contains a big idea. "

" A good advertisement is one which sells the product without drawing attention to itself. "

" Can advertising foist an inferior product on the consumer? Bitter experience has taught me that it cannot. On those rare occasions when I have advertised products which consumer tests have found inferior to other products in the same field, the results have been disastrous. "

David Ogilvy

Results

Experience

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

" I have a theory that the best ads come from personal experience. Some of the good ones I have done have really come out of the real experience of my life, and somehow this has come over as true and valid and persuasive. "

" Leaders grasp nettles. "

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

" 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. "

" Advertising reflects the mores of society, but it does not influence them. "

" Political advertising ought to be stopped. It's the only really dishonest kind of advertising that's left. It's totally dishonest. "

" Like a midwife, I make my living bringing new babies into the world, except that mine are new advertising campaigns. "

David Ogilvy

World

New

" Advertising is only evil when it advertises evil things. "

" The secret of long life is double careers. One to about age sixty, then another for the next thirty years. "

David Ogilvy

Age

Double

" I don't know the rules of grammar... If you're trying to persuade people to do something, or buy something, it seems to me you should use their language, the language they use every day, the language in which they think. We try to write in the vernacular. "

David Ogilvy

Language

Think