The Reflection On The Advertising Theories Of David Ogilvy

David Ogilvy was a bright star rising in the U.S. advertising industry in the1950s. Ogilvy&Mather advertising agency he founded in1948is now among the world’s leading multinational advertising group. His advertising theory is still shiny and has a great influence in the Chinese advertising industry.However, David Ogilvy has been praised too much. The advertisers and scholars gave Ogilvy excessive appreciation and honor, which result from Ogilvy’s personal desires, Ogilvy&Mather’s need to exband business, the industry’s pursuit of fashionable habit and academia’s worship on the authority.Not to mention the great honor of David Ogilvy, the author focus to re-examine the advertising rules in his books, only to find many of his ideas are no longer applicable to Chinese present advertising industry. Ogilvy’s advertising rules has some disadvantages:the mad pursuit of advertising sales force, extreme one-sided emphasis on the importance of advertising content, ignoring the role of the entertainment elements in advertising communication.The author analyzes the reasons for David Ogilvy left behind the times, fliters his advertising rules, derives from the three main themes of "B rand, Creativity, Scientific", and combined with the current advertising practice how to critically inherite the Ogilvy’s advertising theory.