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
There is one catagory of advertising which is totally uncontrolled and flagrantly dishonest: the television commercials for candidates in Presidential elections.
Interpretation
Television commercials for presidential candidates can often be misleading and unregulated.
David Ogilvy highlights the lack of accountability in television advertising during presidential elections, suggesting that such commercials frequently resort to dishonesty without any oversight. This underscores the notion that political advertisements can be designed to manipulate public perception rather than inform it truthfully.
In practice
In a discussion about media ethics, you might reference Ogilvy's quote to emphasize the importance of truth in political advertising.
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.
Our business is infested with idiots who try to impress by using pretentious jargon.
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.
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.
The best ideas come as jokes. Make your thinking as funny as possible.
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.
The conservative movement, to which I subscribe, has as one of its basic tenets the belief that government should stay out of people’s private lives. Government governs best when it governs least – and stays out of the impossible task of legislating morality. But legislating someone’s version of morality is exactly what we do by perpetuating discrimination against gays.
Given a fair wind, we will negotiate our way into the Common Market, head held high, not crawling in. Negotiations? Yes. Unconditional acceptance of whatever terms are offered us? No.
If there is a mystical chord in democracy, it probably revolves around the notion that unexpected music can resonate from politics when people are pursuing questions larger than self... I have seen that ennobling effect in people many, many times- expressed by those who found themselves engaged in genuine acts of democratic expression, who claimed their right to define the larger destiny of their community, their nations.
Political tags - such as royalist, communist, democrat, populist, fascist, liberal, conservative, and so forth - are never basic criteria. The human race divides politically into those who want people to be controlled and those who have no such desire.
The U.S. is the last country that should see itself as an ally of the apartheid system.
If experience teaches us anything at all, it teaches us this: that a good politician, under democracy, is quite as unthinkable as an honest burglar.
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