Confessions of an Advertising

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  • Topic: Advertising, Advertising agency, David Ogilvy
  • Pages : 105 (43197 words )
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  • Published : February 9, 2013
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David Ogilvy

Confessions of an Advertising Man

Background ........................................................................................................................................................................ 2 I How to Manage an Advertising Agency........................................................................................................................ 3 II How to Get Clients ........................................................................................................................................................ 7 III How to Keep Clients .................................................................................................................................................. 15 IV How to Be a Good Client ........................................................................................................................................... 19 V How to Build Great Campaigns ................................................................................................................................. 23 VI How to Write Potent Copy ........................................................................................................................................ 27 VII How to Illustrate Advertisements and Posters....................................................................................................... 30 VIII How to Make Good Television Commercials ....................................................................................................... 33 IX How to Make Good Campaigns for Food Products, Tourist Destinations and Proprietary Medicines.............. 35 X How to Rise to the Top of the Tree (Advice to the Young) ...................................................................................... 37 XI Should Advertising Be Abolished? ........................................................................................................................... 39

David Ogilvy – Confessions of an Advertising Man

Background

As A CHILD I lived in Lewis Carroll’s house in Guildford. My father, whom I adored, was a Gaelic-speaking highlander, a classical scholar, and a bigoted agnostic. One day he discovered that I had started going to church secretly. “My dear old son, how can you swallow that mumbo-jumbo? It is all very well for servants, but not for educated people. You don’t have to be a Christian to behave like a gentleman!” My mother was a beautiful and eccentric Irishwoman. She disinherited me, on the ground that I was likely to acquire more money than was good for me, without any help from her. I could not disagree. At the age of nine I was sent to board at an aristocratic Dotheboys Hall in Eastbourne. The headmaster wrote of me, “He has a distinctly original mind, inclined to argue with his teachers and to try and convince them that he is right and the books are wrong; but this perhaps is further proof of his originality.” When I suggested that Napoleon might have been a Dutchman because his brother was King of Holland, the headmaster’s wife sent me to bed without supper. When she was robbing me for the part of the Abbess in The Comedy of Errors, I rehearsed my opening speech with an emphasis that she disliked; whereupon she seized me by the cheek and threw me to the floor. At the age of thirteen I went to Fettes, a Scottish school whose Spartan disciplines had been established by my great-uncle Lord Justice General Inglis, the greatest Scottish advocate of all time. My friends at this splendid school included Ian Macleod, Niall Macpherson, Knox Cunningham, and several other future Members of Parliament. Chief among the masters I remember Henry Havergal, who inspired me to play the double bass, and Walter Sellar, who wrote 1066 and All That while teaching me history. I made a botch of Oxford. Keith Feiling, the historian, had given me a scholarship at Christ Church, and I was the recipient of

much kindness from Patrick...
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