David_Ogilvy_Confessions_of_an_Advertising_Man1_资料3.Image.Marked.pdf

David Ogilvy Confessions of Confessions of an Advertising Man 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 much kindness from Patrick Gordon-Walker, Roy Harrod, A. S. father, whom I adored, was a Gaelic-speaking highlander, a classical Russell, and other dons. But I was too preoccupied to do any work, scholar, and a bigoted agnostic. One day he discovered that I had and was duly expelled. started going to church secretly. That was in 1931, the bottom of the depression. For the next “My dear old son, how can you swallow that mumbo-jumbo? It seventeen years, while my friends were establishing themselves as is all very well for servants, but not for educated people. You don’t doctors, lawyers, civil servants, and politicians, I adventured about have to be a Christian to behave like a gentleman!” the world, uncertai