奥格威谈广告
Ogilvy on advertising
David Ogilvy · 初版 1983 年
23人推荐
35位读者提及
41次提及
为什么值得读
- 奠定现代广告业的核心概念与行业术语
- 毫不留情地解剖经典案例的得失优劣
- 深入探讨字体排印在广告呈现中的实战价值
这本关于广告各领域的入门读物由 Ogilvy & Mather 的创始人撰写，该广告公司在120个国家拥有450个办事处。本书涵盖了哪些内容能带来销量、哪些不能，并附有185则广告案例作为插图。
Hacker News 上怎么说
正在加载完整评论……
《奥格威谈广告》（Ogilvy on Advertising）。它就是广告界的 K&R（C语言圣经）/ TAOCP（计算机程序设计艺术）。http://www.amazon.com/Ogilvy-Advertising-David/dp/039472903X... 大卫·奥格威提出了现代广告的很多点子、术语和概念……
Ogilvy on Advertising. It's the Kernighan and Ritchie / TAOCP of advertising. http://www.amazon.com/Ogilvy-Advertising-David/dp/039472903X... David Ogilvy came up with a lot of the ideas, terminology and concepts of modern…
我觉得这种语气挺好的。我的心头好之一就是大卫·奥格威写的《奥格威谈广告》。在书里，他对各家公司的营销活动和广告大加挞伐、剥皮抽筋、碎尸万段。他的语气没有达斯汀那么冲，但考虑到那本书的年代，我觉得……
I'm okay with the tone. One of my treasures is a book called "Ogilvy on Advertising" by David Ogilvy. In it, he impales, flays, dices, and torches campaigns and advertisements for various companies. His tone is less confrontational than Dustin's, but given the age of the book, I think…
……说得在理，哪怕被踩了也是。（不过说到避免冒犯性词汇，我可能会去掉“人也有犯蠢的权利”这部分）。我最近在读行业20世纪最成功的人物之一大卫·奥格威写的《奥格威谈广告》[1]，虽然有点年头了（写于30年前），而且主题显然是广告，但里面充满了……
…good point, despite the downvotes. (Although, on the subject of avoiding offensive terminology, I'd perhaps have avoided the "people also have a right to be idiots" part). I've recently been reading Ogilvy on Advertising[1] by David Ogilvy, one of the most successful 20th-century figures in the industry, and while it's a bit dated (it was written 30 years ago) and, obviously, the subject matter is advertising, it's filled…
快30年过去了，《奥格威谈广告》依然是关于广告最好的书之一。http://www.amazon.com/Ogilvy-Advertising-David/dp/039472903X...
Ogilvy on Advertising is still one of the best books on advertising, ~30 years later. http://www.amazon.com/Ogilvy-Advertising-David/dp/039472903X...
……发言人/品牌想要展现的形象，都会影响这些决策。话虽如此，如果你想深入分析排版学（typography），应该重点关注它在广告中的运用。该领域的开山之作《奥格威谈广告》[0]依然很重要，读起来也很有趣。考虑到成书时间，书里讨论的大多数广告都相当复古（据我所知，《广告狂人》第一季里的每一个行业桥段全都是直接……
…speaker/brand to be projected, all factor into those decisions. That said, if you want to go analytical on typography, you should focus on how it is used in advertising. The original work in the field, Ogilvy on Advertising[0], is still important and fun to read. Given when it was written most of the ads it discusses are quite retro (from what I can tell every industry plot point in the first season of Mad Men came directly…
……盘点了一遍要想弄懂文案底细就必须读的书。我参考的书有：1. 克劳德·霍普金斯的《科学的广告》 2. 约翰·卡普尔斯的《实证广告方法》 3. 大卫·奥格威的《奥格威谈广告》 4. 卢克·苏利文的《嘿，小淘气，捏捏这个》（Hey, Whipple, Squeeze This） 5. 德鲁·埃里克·惠特曼的《吸金广告》（Ca$hvertising）。在链接的文章中，我总结了从这些书里获得的干货。希望能帮上忙……
…through books that one must read to understand the fundamentals of copywriting. The books I refereed to are: 1. Scientific Advertising by Claude C. Hopkins 2. Tested Advertising Methods by John Caples 3. Ogilvy on Advertising by David Ogilvy 4. Hey, Whipple, Squeeze This by Luke Sullivan 5. Ca$hvertising by Drew Eric Whitman In the linked article, I summarize my major takeaways from all those books. Hope it'll be of help…