DAVID
OGILVY
ON ADVERTkSING
*'Ou SAY ADVER•ÉISING HORE
HON rau
IF Ir DOESN'T SELL,
IT ISN'T CREATIVE.
NINETY-NINE PERCENT OP ADVER71SING
DOESN'T SELL Mucil OF ANYTHING.
NEVER warrE AN ADVERT WHICH you
WOULDN'T WANT YOUR FAMILY ro READ.
you WOULDN'T TELL LIES ro YOUR 0KN
Dog •r rELL ro HINE.
THE BEST IDEAS COME AS JOKES. HAKE
YOUR AS FUNNY AS POSSIBLE.
ON THE AVERAGE, FIVE rnæs AS HA_NY
PEOPLE READ THE HEADLINE AS READ
BODY copy. KEEN
WRITTEN YOUR HEADLINE, YOU'VE SPENT
EIGHTY CENTS OUT OF YOUR DOLLAR.
ser ExoRBrrANr srANDARDS, AND GIVE
YOUR PEOPLE HELL NEEN THEY DON •r
LIVE up ro rHEM. THERE IS NOTHING
SO AS goss KHO
TOLERArES SECOND RATE NORR
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