Sublime

His definition of a good advertisement was that ‘its public is not only strongly sold by it, but both the public and the advertiser remember it for a long time as an admirable piece of work.’

Your headline should telegraph what you want to say.

The early success of Young & Rubicam was due more than anything else to the fact that General Foods was their biggest client. One day Rubicam told the head of General Foods that his account had grown too big for any one agency; he should hire a second and later a third. This is how Benton & Bowles got their first major account, and it is why

“On the average, five times as many people read the headlines as read the body copy.” David Ogilvy

Don’t keep a dog and bark yourself Any fool can write a bad advertisement, but it takes a genius to keep his hands off a good one.

Captions should appear under all your photographs. Twice as many people read them as read body copy. And use your captions to sell. The best captions are mini-advertisements in themselves.

Your poster should deliver your selling promise not only in words, but also pictorially. Use the largest possible type. Make your brand name visible at a long distance. Use strong, pure colors. Never use more than three elements in your design. If you know more than that, please tell me.