The headline is the 'ticket on the meat.' Use it to flag down readers who are prospects for the kind of product you are advertising.
David OgilvyRead
Advertising is only evil when it advertises evil things.
Interpretation
What this quote means
Advertising is not inherently bad; its morality depends on what it promotes.
David Ogilvy's quote argues that advertising itself is a neutral tool; it can be used for good or evil depending on the products or ideas being promoted. Thus, the ethical implications of advertising stem from the content being advertised rather than the act of advertising itself.
Themes
AdvertisingMoralityEthicsPromotionCommunication
In practice
Example use cases
Using this quote in a marketing seminar to discuss the ethical responsibilities of advertisers.
More from David Ogilvy
All quotes →Our business is infested with idiots who try to impress by using pretentious jargon.
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Some manufacturers illustrate their advertisements with abstract paintings. I would only do this if I wished to conceal from the reader what I was advertising.
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Much of the messy advertising you see on television today is the product of committees. Committees can criticize advertisements, but they should never be allowed to create them.
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The best ideas come as jokes. Make your thinking as funny as possible.
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Experience has taught me that advertisers get the best results when they pay their agency a flat fee. It is unrealistic to expect your agency to be impartial when its vested interest lies wholly in the direction of increasing your commissionable advertising.
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