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Danh ngôn của David Ogilvy (Sứ mệnh: 4)

I do not regard advertising as entertainment or an art form, but as a medium of information.
The consumer isn't a moron; she is your wife.
The advertisers who believe in the selling power of jingles have never had to sell anything.
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.
Good copy can't be written with tongue in cheek, written just for a living. You've got to believe in the product.
If it doesn't sell, it isn't creative.
In the modern world of business, it is useless to be a creative, original thinker unless you can also sell what you create.
Advertising reflects the mores of society, but it does not influence them.
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.
Leaders grasp nettles.
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.
The best ideas come as jokes. Make your thinking as funny as possible.
The relationship between a manufacturer and his advertising agency is almost as intimate as the relationship between a patient and his doctor. Make sure that you can life happily with your prospective client before you accept his account.
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.
Our business is infested with idiots who try to impress by using pretentious jargon.