Excerpt from the book Ogilvy on Advertising.
'The copy in most corporate advertisements is distinguished by a self-serving, flatulent, pomposity which defies reading and agencies waste endless hours concocting slogans of incredible fatuity. Consider these beauties.
Diamond Shamrock: The resourceful company
Honeywell: The automation company
Boise Cascade: A company worth looking at
Georgia Pacific: The growth company
Dravo: A company of uncommon enterprise
Textron: THE company
General Motors: People building transportation to serve people
Toyota:Serving people's needs in a hundred basic ways
Firestone: As long as Firestone keeps thinking about people, people will keep thinking about Firestone
Siemens: Siemens turns ideas into people
ITT: The best ideas are ideas that help people
General electric: 100 years of progress for people
Western Electric: W make things that bring people closer
US Steel: We're involved
Crown Zellerbach: We help make it happen
Sperry Rand: We understand how important it is to listen
Rockwell International: Where science gets down to business
I think I get what Ogilvy was getting at.
'The copy in most corporate advertisements is distinguished by a self-serving, flatulent, pomposity which defies reading and agencies waste endless hours concocting slogans of incredible fatuity. Consider these beauties.
Diamond Shamrock: The resourceful company
Honeywell: The automation company
Boise Cascade: A company worth looking at
Georgia Pacific: The growth company
Dravo: A company of uncommon enterprise
Textron: THE company
General Motors: People building transportation to serve people
Toyota:Serving people's needs in a hundred basic ways
Firestone: As long as Firestone keeps thinking about people, people will keep thinking about Firestone
Siemens: Siemens turns ideas into people
ITT: The best ideas are ideas that help people
General electric: 100 years of progress for people
Western Electric: W make things that bring people closer
US Steel: We're involved
Crown Zellerbach: We help make it happen
Sperry Rand: We understand how important it is to listen
Rockwell International: Where science gets down to business
I think I get what Ogilvy was getting at.
2 comments:
Err... Hari, Whats wrong with them??
Madhav, for one they are not saying anything. The messages are too vague and do not provoke any emotion, or give information that makes one want to believe their claims, if one can call them that.
Some of the all time great ones - Rolls Royce comes to mind with its "At sixty miles an hour the loudest sound in this the new Rolls Royce comes from the electric clock." Or "Have it your way" by Burger King. Or "Relax, its Fedex". The great ones evoke an instant emotion that could provoke an image and lead to action. Or so I think.
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