一个广告人的自白
Confessions of an advertising man
David Ogilvy、Matthieu Deloison · 初版 1963 年
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Ogilvy先生在书中揭秘了诸多行业机密，包括他如何赢得客户、如何撰写极具说服力的文案，以及如何在广告领域脱颖而出登顶巅峰。
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Confessions of an advertising man
David Ogilvy、Matthieu Deloison · 初版 1963 年
Ogilvy先生在书中揭秘了诸多行业机密，包括他如何赢得客户、如何撰写极具说服力的文案，以及如何在广告领域脱颖而出登顶巅峰。
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……读到一半，大家为了各自的目的断章取义，大部分时候它只是放在书架上充门面吃灰。技术管理看 Fred Brooks 的《人月神话》（The Mythical Man-Month）；广告/营销界看 David Ogilvy 的《一个广告人的自白》（Confessions of an Advertising Man）；OOP 软件工程看“四人帮”（Gang of Four）的《设计模式》（Design Patterns: Elements of Reusable Object-Oriented Software）。
…way through, people quote bits of it out of context for their own ends and it mostly sits on shelves looking impressive while gathering dust. The Mythical Man-Month by Fred Brooks for tech management. Confessions of an Advertising Man by David Ogilvy for advertising/marketing industry. Design Patterns: Elements of Reusable Object-Oriented Software by the "Gang of Four" for OOP software engineering.
我想我之前提到过，不过关于广告文案的一本绝佳指南就是：David Ogilvy 的《一个广告人的自白》（Confessions of an Advertising Man，ISBN 1-904915-01-9）。它被文案人奉为开山鼻祖级的神作。我发现专门拿它来指导文案特别好使。
I think I have mentioned this before, but an excellent guide to advertising copy can be found in: David Ogilvy's Confessions of an Advertising Man (ISBN 1-904915-01-9). It's considered a seminal text among copy writers. I found it very helpful, for exactly this purpose.
……Robert Collier 的《Robert Collier Letter Book》，Claude Hopkins 的《My Life In Advertising》，Commonsense 的《Bird》，E. Haldeman-Julius 的《The First Hundred Million》，David Ogilvy 的《Blood, Brains and Beer》和《一个广告人的自白》（Confessions of an advertising man），Denison Hatch 的《Million Dollar Mailings》，Roy H. Williams 的《The Wizard of Ads》三部曲，John Caples 的《Making Ads Pay》
…"Robert Collier Letter Book" -- Robert Collier "My Life In Advertising" -- Claude Hopkins "Bird" - Commonsense "The First Hundred Million" by E. Haldeman-Julius David Ogilvy's "Blood, Brains and Beer" "Confessions of an advertising man" "Million Dollar Mailings" by Denison Hatch "The Wizard of Ads" trilogy by Roy H. Williams "Making Ads Pay" by John Caples
“努力工作从不曾累死过人。人死于无聊、心理冲突和疾病，而不是死于勤奋工作。”——David Ogilvy（出自 1963 年《一个广告人的自白》/ Confessions of an Advertising Man）
“Hard work never killed a man. Men die of boredom, psychological conflict, and disease. They do not die of hard work.” -David Ogilvy (from Confessions of an Advertising Man, 1963)
我待读书单里的几本书：Adam Smith 的《国富论》（The Wealth of Nations）、37 Signals 的《重来》（Rework）、David Ogilvy 的《奥格威谈广告》（Ogilvy on Advertising）/《一个广告人的自白》（Confessions of an Advertising Man）。
A few books I have in queue; The Wealth of Nations - Adam Smith Rework - 37 Signals Ogilvy on Advertising / Confessions of an Advertising Man - David Ogilvy
我的合伙人最近送了我一本《一个广告人的自白》（Confessions of an Advertising Man，David Ogilvy 著），让我感触很深的一点是，广告研究数据显示，在营销中使用真人照片（相比空白或线稿素描）能大幅提升人们对产品/文章的兴趣……
My business partner recently gave me the book "Confessions of an Advertising Man" (by David Ogilvy) and one thing that struck me is that ad research data shows that using photos of people (as opposed to nothing or to sketches) in marketing dramatically increases interest in the product/article.…