大卫·奥格威 英文版简介[精选].pptVIP

classical quotations 大卫·奥格威经典语录 I always use my clients products. This is not toadyism but elementary good manners. 我总是用客户的产品。这并不是谄媚奉承，而是良好的基本态度。 The consumer isnt a moron;she is your wife. You insult her intelligence if you assume that a mere slogan and a few vapid adjectives will persuade her to buy anything. She wants all the information you cangive her. 消费者不是白痴；她是你的妻子。如果你认为只要一句广告词配上一些索然无味的形容词，就可以说服她去买任何东西，那你是在侮辱她的智慧。她要的是所有你能提供的资讯。 classical quotations 大卫·奥格威经典语录 Supposing youve got an acute appendicitis. Youve got to be operated on tonight. Would you like to have a surgeon whos read some books of anatomy and knows how to do that operation-or would you prefer to have a surgeon who refused to read all books about anatomy and relied on his own instinct? Why should a manufacturer bet his money-perhaps the future of his company-on your instinct? 假设你患了急性阑尾炎，必须在今天晚上动手术。你希望是一个研读过解剖学的外科医生，还是一个拒绝阅读有关书籍，只相信自己直觉的人来替你动这个手术呢？为什么厂商愿意拿金钱——甚至是他公司的前途——压注在你的直觉上呢？ classical quotations 大卫·奥格威经典语录 The most important decision is how to position your product. How to Create Advertising that Sells . 最重要的决策是如何替你的产品定位。 Most manufacturers are reluctant to accept any limitation on the image of their brand. They want it to be all things to allpeople. They want their brand to be a male brand and a female brand. An upper class brand and a plebeian brand. They generally end up with a brand which has no personality of any kind,a wishy washy neuter.No capon ever rules the roost. 大多数的厂商都不愿意接受自己的品牌形象有局限；他们想要面面俱圆的大众品牌——属于男性也属于女性，是上流社会也是市井小民的品牌。这种四处讨好的心理只会让品牌完全丧失个性，而成为平淡无味的无性商品。自古至今，太监无法当皇帝，正是同样的道理。 END 大卫·奥格威David Ogilvy David Mackenzie Ogilvy,? (June 23, 1911–July 21, 1999), was a notable advertising executive. He has often been called The Father of Advertising. In 1962,? 《TIME》called him the most sought-after wizard in todays advertising industry.?He was know