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 OgilvyRead
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.
Interpretation
What this quote means
Capturing attention immediately is crucial in advertising.
David Ogilvy emphasizes the importance of grabbing the viewer's attention right from the start of an advertisement. In a world saturated with commercials, he suggests that using a striking visual or surprising element at the beginning can significantly improve the chances of engagement. By highlighting the essence of the product—such as showing a fire when advertising fire extinguishers—advertisers can ensure their message resonates before viewers lose interest.
Themes
AdvertisingAttentionVisualMarketingEngagement
In practice
Example use cases
In a marketing workshop, you could use this quote to illustrate the importance of first impressions in advertising.
More from David Ogilvy
All quotes →Our business is infested with idiots who try to impress by using pretentious jargon.
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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.
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The best ideas come as jokes. Make your thinking as funny as possible.
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Experience has taught me that advertisers get the best results when they pay their agency a flat fee. It is unrealistic to expect your agency to be impartial when its vested interest lies wholly in the direction of increasing your commissionable advertising.
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