The Study On Advertising Thoughts Of David Ogilvy

Known as "The Father of Advertising" ,David Ogilvy is not only a notable advertising herald in the advertisement developing history, but also develops lots of thoughtful advertising theories. This paper links with the practice of the Ogilvy & Mather to study David Ogilvy's advertising thoughts, which is founded by David Ogilvy. I hope it can do something meaningful to the theory of advertising, and Contribute to the development of local advertising industry.In this paper, David Ogilvy' s management theory , creation theory and liability theory of advertising are studied in his original works. By anglicizing the practice of Ogilvy & Mather, the article introduces the ideas of talent and customer, the theories of creation and brand of Ogilvy & Mather Group, and dissertates the inheritance and development of David Ogilvy's advertising theories. The advertising media idea, which is lacked in David Ogilvy's advertising theory ,is also discussed. Then combining the cases of Ogilvy & Mather, the paper dissertates the successes and failures of Ogilvy & Mather. In the great background of the era of the market economy , David Ogilvy' s advertising theories are compared with the other advertising theories in order to find the contributions and the shortcomings. Finally, the paper concludes that David Ogilvy' s advertising theories must be located again from consumer' s perspective, and it is necessary to amalgamate with other advertising theories.Refer to David Ogilvy' s classical advertising theories and Ogilvy & Mather's successful experiences, this paper finally claims that only on the study of Ogilvy & Mather and inaugurating a more professional road can solve the local advertisement' s problem.