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
The best ideas come as jokes. Make your thinking as funny as possible.
Interpretation
What this quote means
Creativity often benefits from humor, and thinking playfully can lead to great ideas.
This quote by David Ogilvy highlights the connection between humor and creativity. By encouraging a light-hearted approach to thinking, Ogilvy suggests that some of the most innovative ideas can arise from viewing concepts with a sense of playfulness and humor.
Themes
HumorCreativityIdeasThinkingJokes
In practice
Example use cases
In a creative brainstorming session, one can reference this quote to encourage a playful atmosphere.
More from David Ogilvy
All quotes βOur 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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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.
David OgilvyRead
The creative process requires more than reason. Most original thinking isn't even verbal. It requires 'a groping experimentation with ideas, governed by intuitive hunches and inspired by the unconscious.' The majority of business men are incapable of original thinking because they are unable to escape from the tyranny of reason. Their imaginations are blocked.
David OgilvyRead
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