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
I do not regard advertising as entertainment or an art form, but as a medium of information.
Interpretation
What this quote means
Ogilvy views advertising primarily as a source of information rather than as a form of entertainment or art.
In this quote, David Ogilvy emphasizes the functional purpose of advertising, considering it as a medium that conveys important information to consumers rather than simply serving to entertain or showcase creativity. This perspective challenges the traditional artistic view of advertising, suggesting that its primary value lies in its ability to inform and educate the audience about products and services.
Themes
AdvertisingInformationCommunicationMarketing
In practice
Example use cases
In a business meeting when discussing marketing strategies.
More from David Ogilvy
All quotes βOur business is infested with idiots who try to impress by using pretentious jargon.
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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.
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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.
David OgilvyRead
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