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David Ogilvy (1911 – 1999) Ogilvy is certainly the best-known advertiser of all time . Eccentric and rigorous at the same time, after being expelled from Oxford because he was considered too distracted and restless, he dedicated himself to the most disparate professions. history-of-copywriting-david-ogilvy easy web marketing David Ogilvy, the copywriter who revolutionized the way of advertising. Chef in Paris, door-to-door salesman in England, researcher for the Gallup data and statistics agency, British spy in Washington. For a time he was also a rancher in an Amish community. “The customer isn't a moron, she's your wife.”
of the concept of Brand Image , Ogilvy also wrote two books: Buy Bulk SMS Service Ogilvy on Advertising and Confessions of an Advertising Man . In 1962, Time magazine described him as the most sought-after wizard in today's advertising industry . Already in his time, Ogilvy had sensed that the competition to attract the consumer's attention was becoming increasingly fierce. To make the advertising message rise above the media noise, he had to have something unique. He created numerous successful campaigns including: Guinness Guide to Oysters : Ogilvy associates dark beer with oysters and other traditional dishes with their respective recipes, giving Guinness a strong market positioning.
The Man in the Hathaway Shirt : Ogilvy uses Story Appeal , the charm of the story, to promote a brand of shirts. In the advert we see a man, a Russian baron, elegantly dressed but with his left eye covered by a black eye patch. This representation leaves room for our imagination, what came before and what will come after. The bearded face of Schweppes :
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發表於 2024-2-22 18:43:57