Advertising Man Lesson 1 David Ogilvy Confessions of an Advertising Man .

I didn't really read the books related to my major until my junior year.,It's true that the freshman and sophomore years are a bit deserted.,Confessions of an advertising manThis book is very easy to read.,It's not boring at all.,Personally, I still like it.。 It can also be regarded as an essay on the impressive places in the book, and it is quite meaningful to use it to record the books read.

Ogilvy, the master of advertising, proposed that the brand refers to the personality, which has a long-term and stable value for the production of reputation, and the purpose of advertising is to help improve the sales to help build the height of the brand, and each advertisement is a long-term investment to build the brand personality. I agree with this view, building a good brand image can help advertisers grow in the long run and make greater profits.

The book is very well structured, the table of contents is very clear, and Ogilvy has his own unique perspective on how to win customers in the chapter on how to win customers.

1.The customer's product must be something we are proud of, how can a product that we can't look at make a good advertisement for him! Secondly, if the sales of the product have been declining, then there is no need to advertise him, there must be something wrong with the product itself.

2.Whether the advertiser and the advertising company can get along happily and honestly is very important, or the advertiser sees advertising as a marginal factor in the marketing campaign, which is equivalent to the advertiser sees advertising as an unimportant ingredient or is unwilling to spend more money on advertising.

3.Don't solicit "association" customers, there are too many "mothers-in-law", too many goals, and too little money! In addition, when working with clients, don't let advertisers bring in their relationship customers, otherwise you will attract a bunch of sub-politicians to disrupt the company's administration.

When talking about how to create high-level advertising, the author asks what makes a good advertisement? Among the three explanations, I prefer the author's suggestion, a good advertisement is a work that does not attract the public's attention and sells the product itself, and a good advertisement should direct the attention of the target to the product itself, rather than let potential consumers see what a great reaction is!

The book is very detailed on how to make advertisements and what needs to be paid attention to, and one point that Mr. Ogilvy has been emphasizing is that it is important to introduce products to consumers sincerely and honestly, and the advertising bridge company is not only responsible for customers, but also needs to be responsible for consumers. It reminds me that as an advertiser, our mission is to make products more culturally accessible to potential buyers, so that they have a better choice!

David Ogilvy did not directly define the concept of big ideas, he only emphasized in the book "Ogilvy on Advertising" - "only ideas that can be used for 30 years can be called big ideas", and listed his own advertising for Dove soap and Leo Bednar's "cowboy" advertising for Marlboro.

Ogilvy was born on June 23, 1911 in Westhorsley, England. He studied at Fettes College and the University of Oxford. However, he did not graduate, but was "swept away" as he later put it.

He called the experience "a real failure in my life?" I could have been a star at Oxford, but I was thrown out of school because I failed my exams repeatedly. ”

1."Don't design ads that you don't even want your family to see. ”

2."The advertising industry needs to inject a lot of talent. Genius is likely to emerge from the non-conformist, the maverick and the rebellious. ”

3."Don't design ads that you don't even want your family to see. ”

4."The advertising industry needs to inject a lot of talent. And genius can be found in the unruly, the maverick, and the rebellious. ”

5."Unless your advertisement is based on the great creator, otherwise it will be like a ship sailing at night, unnoticed. ”

6."I appreciate the courteous people who are kind and courteous. ”

7."If you find someone better than you – hire him. With him a lot of money, if necessary, can even exceed your own salary. ”

8."Encourage innovation. Change is our lifeblood; Stagnation is the death knell that rings for us.

1. Look at whether the topic requires writing about people or things, if it is an article that requires writing about people, the focus of the narrative is to show the characters through specific things; If it is an essay about things, the person is only the protagonist in it, and the main thing is to highlight the topic through the whole complete event.

2. Look at the scope of the topic. In the title, you may have limited who to write about, when and where. For example, "My Counselor" restricts the use of the first person; Some ask to write about the people around you in the material; Some materials are required to write at school and at home, a person's different performance; Some titles are "Dad Has Changed", which asks you to write about the difference between your father before and now.

3. See if there is a title in the question. The so-called title refers to the key words in the title, for example, an article is called "My Favorite Person", the title is "like", you can't write a lot of ink to write how much I admire this person, liking and adoring are different emotions. "Grandma's Smile" is about smiles.

2. What are the writing skills of narrative essays?

Writing a narrative about a person mainly portrays the character, shapes the image, and highlights the theme by describing the character's appearance, actions, psychology, language, and the environment in which the character is located.

To write a good character, the most important penmanship skill is the detailed description, which is a way to bring the character to life through the description of the subtle gestures and small things of the character, so as to make it flesh and blood. Without details, you can't write well. This is the first way to describe characters, and you have to figure it out.

To write a good character, we also have to ponder the penmanship of the comic sketch to convey the spirit. This kind of brushwork is somewhat like a character sketch, with three or two strokes and one outline, so that the characteristic places are highlighted, and the character image is distinct. Moreover, the key is to show the inner temperament and flesh out the character image.

In order to make the article tortuous and euphemistic, sometimes you can use a special penmanship to write people, such as first suppressing and then promoting, explicit and depreciating, and saying the opposite. Conceived and processed in this way, the article will naturally be humorous, witty, tactful, and subtle.

We should also look into writing about people with humorous tones, as it works particularly well. It's like drawing a caricature. The slightly exaggerated brushwork is used to hook out the characters, and it has a comedic effect at once.

It's just that this requires not only the selection of materials, but also the tempering of the language, and "refining" a humorous and witty language.

1. Don't knock on the side, be straightforward. Avoid language like "almost" and "yes", as ambiguous and vague words can often be misunderstood.

2. Don't use the superlative, generalized words and clichés of adjectives. It is necessary to point out and seek truth from facts. Be warm, friendly, and memorable. Be factual, but tell it in a compelling way.

The more detailed you are, the more you sell. The more facts you tell, the more you sell.

Long-form ads are always more powerful than short-form ads.

3. You should talk about user experience in your copywriting. Readers are more likely to trust what consumers are saying. The presence of well-known personalities corroborates the most appealing readers. The more well-known a celebrity is, the more readers they attract.

5. The flashy prose advertisements of the literary school are boring.

Elegant text has a clear downside to advertising. They dominate and distract the reader from the subject matter of the advertisement.

6. Don't sing high-pitched. Avoid boasting and showing off.

The priceless ingredient of any product is the honesty and integrity of the producer of such a product.

7. Unless there is a special reason to use serious and solemn words in the advertisement, the copywriting should usually be written in the popular language of the customer in daily life.

A good advertisement, like a drama or a speech, has one thing in common, that is, it can be known at a glance, understood when you hear it, and directly touches people's hearts.

8. Don't be greedy for that kind of award-winning copy.

In fact, good advertising doesn't need to direct attention to itself.

The time frame between modern advertising Pope David Ogilvy and his founding of Ogilvy and Mather in New York was 1949, the year Ogilvy was 38 years old. At that time, he had no diploma, no clients, and only $6,000 in his bank account. Ten years later, Ogilvy & Mather is one of the world's top five advertisers, with offices in 29 countries, 1,000 customers, and a turnover of $800 million.

Americans finally began to realize the stupidity of buying a good suit and having the whole effect ruined by a mass-produced cheap shirt. So in this class of people, "Hartway."

Shirts are starting to pop.

First of all, the "Hartway" shirt is extremely durable – and this has been the case for many years. Secondly, because of "Hartway".

Tailoring – low slope and "custom-made" – collar makes you look younger and more noble.

The entire shirt is cut without sparing, thus making you more "comfortable".

The hem is long and goes deep into the waistband of your pants. The buttons are made of mother-of-pearl – very large and very masculine.

Even the sewing has a pre-Civil War elegance.

The most important thing is that "Hartway" sewed their shirts using the most famous fabrics imported from all corners of the world.

Cotton-wool blended twill from England, woolen corrugated silk from Ostrard, Scotland, island cotton from the British West Indies, hand-woven silk from India, and wide from Manchester, England.

Fine woollen cloth, linen muslin from Paris, in such a perfect style of shirt, will give you a multitude.

Inner contentment. Hartway's shirts are sewn by devout craftsmen of a small company in the small town of Wottway, Maine.

They have been working there for 114 years.

If you would like to buy a "Hartway" shirt at your nearest store, write a postcard to "G F Hart."

"Wottway City, Maine, that is, restored.