廣告創作最被忽視的智慧——一個廣告人的自白教你點樣最大化每一則好廣告的價值《一個廣告人的自白》

在過往的廣告史上，可能是對廣告人影響最大的一本，很少有廣告人沒有看過這本書，一直到現在應該還是，相信未來還是這樣。

有些讀者不是廣告人，而是從事營銷工作，是廣告人的客戶，對他們來講，這本書應是最好地了解廣告業及廣告人的書。而且，就算你已經從事廣告業多年，仍可以偶爾拿出來看看，仍會對你有許多啟發。

大衛‧奧格威，David Ogilvy 1911-1999，出身英國的大衛奧格威，是現代廣告業的大師級傳奇人物他於創立了奧美廣告公司開啟了現代廣告業的新紀元。他確立了奧美這個品牌，啟蒙了對消費者研究的運用，同時創造出種嶄新的廣告又化。

奧格威早年做過廚師、炊具推銷員，後移居美國在喬治蓋洛普博士的受眾研究所擔任助理調查指導。二戰期間先後在英國安全協調處（British Seourity Coordination）和英國駐美大使館任職。後在賓夕法尼亞州做農夫。

1948年，奧格威在紐約以6000美元創辦了奧美廣告公司，隨後以創作許多富有創意的廣告而贏得盛譽。他的作品機智而迷人，但最重要的是他堅持它們必須有助於銷售。他把廣告業的經營和專業化推向頂峰，他的價值觀造就出個全球性的傳播網絡，他睿智雋永的風格不但塑造了奧美廠告，問時更深深影響著整個廣告業的發展。
 
目錄
奧美全球主席兼首席執行官序
奧美集團亞太區董事長序
奧美大中華區董事長序
憶《一個廣告人的自白》在中國大陸的首次出版
英雄死了。英雄萬歲
閱讀奧格威
為1991年中文版序
本書背後的故事
背景
第一章 怎樣經營廣告公司
第二章 怎樣爭取客戶
第三章 怎樣維系客戶
第四章 怎樣當一個好客戶
第五章 怎樣創作高水平的廣告
第六章 怎樣寫有效力的文案
第七章 怎樣使用插圈和編排文案
第八章 怎樣制作上乘的電視廣告
第九章 怎樣為食品、旅游地和專利藥品制作優良廣告
第十章 怎樣才能功成名就-一對年輕人的進言
第十一章 廣告是否應予廢止
譯後記
譯者再記

Transcript

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Come on, Dagon Libun Sudan, Kyujo, yet go guongo yan di baan yi gongo hong yi de tia long goonsuit inibun bele. Hai olme chong sian die white olga white so jan se uh hold guongo guy dialogin suit. Dim jo day wala, no suyon, shimbo yip tang dim chong yi gong si jungtoyan, hit tong sung as yield, tai jong tela, chong yip dollin, chong la to my gun e gong si cusot loy take loy a go si tong gang yib. Com a may gwong go hong up here, some di wala uh tela ha yungko manja dong like the motto chin don'gun dim cake, ziulang jok, sang go guang go hong yip, then yum ho guanggo yan to cho come doko day. Yama he sego sulamina, cho yao cho my long so to ya sang yungge talibun, yet go guongo yang zibli m dai bit on the yao, mana. Boso guanggo yanda libonsulamina, could one do guon go lock cholibonsula jow sila, yet me your chun y fan fang yi sin sangate, mm looks up in dye. Nell gin zeng do tong sida, may gwoko gongo yip a gagum fongput. Come sun tido chok ja cadim yang tho gumdo he bakute and mel to heo sulemin. Come jo, le yu hi dimin say man gone ho fast sowes ya, I should junk a choifo m say a lot. Come lemina jung yahoc take fenanguna, yan sang guner, dang, dang dang dang, lemin gong, dimil king yang guangsi, dimil jang to hot woo, dimil waibu hot woo, dimil jugo hogwo, dim your chong jok go so, dim your saddia ya like a man gone. Hold so joy, Hamidam some gole. Mm-gu gong dimma Meh Guanggole Guanggo Yam mokek, siusal. Don't the yin sega seema, tuming bakabunja, tenting hota long leg, high sun chookum sip din those seam bunja long leg. Come hota to guon go, lit him bak guanggo dimanna, dim guy gum jolla, diman jolla care guango mokdeck, ciao hai, but you sell the product. You mana you jump guongo. Okay, the zongbuh mana. Gumley dim guay you jo, it's a dim jolla. Guanggo you go li guangoa. Le young hame no gong to yiola gum lit go tie guangola, come to say then jok chong jok guong go subject guide you. There's younger, the hold on the jumbo. They guonggo loyang, high baby in galoyong the phong fat ganga jong yi. Da yi yu la guango gite song sanga tongy yet things up. The san gong si sat. They say ling a yin fang gongol hai m lango cho si do yan ma ye. Then go like dana but chongbo jok ye. Dylo Lingdole Guanggo Gao Yin Disek. The shut why yin wo it hoy pai hengugo dile some with say guong go. They ba yuli wanni hole, chong jot to ho a guongo. So both fong chong focum siong, sec to hold you like gam to say jung Ledum Zon Beliokan kin do a guang go. There's up Yangjang Tong Pai Saba Mo Chao Yana Yi one hole, Tong Juggle Hole Gongo. Lip of Chong Fukum Seongai, Tikto Khole to Leg Gamto. Peg yeah, this moon gab jong, yin high guok loy bak lumber one. Dim young se hong mangoni like a mute the face on this I see. Kujan mangoni gong langa gum gata bill tile diman sala chung mangon dimensena, ye yes actually. Tell siya ego foo ho, some seafood, head got late, so bass of gall. Donina yang se go gang tin, hidogum zigum yat od yao a i blay, done su mut ye hogeman, you know sion chop a i lo minta gumba legalyong. Hoi joi tang johoi so chop colo sang lingona lingog manjina binakangating ko. Dum work bu tina, do yinggoi langao, by chan ban, bich him joy silvajet, de sun l yiggasanglo. Gum jo, hai face jongsi, Kosega butai. Donkoyang buta, hiinggoy, uh Liuji butalemina, hai kayap, son y sonse. Which han zang, leha, go at zingan, butalemin, ka di chung gum tenchi. Soi hai do gaka jok young. Butalumina, chung ha yingoi, say a poi butangdo. Sa be butalamine butalamine, you say do leg a sizosanglo. Yan hado, doc ja ho kimangon yan ku se do said di gulong yun hoya goody my long beautai, so guan ye, yan ging go dinagum tai sidi, do haigo. Hebutal mean, said fowlangina, hai ho him yet. Bay mean si young di Yao Mengbo Sathi Blan Ya buta. Come to chango ho buchung din mangon. Jack herbon low sea lo si say le chok looks up ying legal sea loy sea lo mean. Tho daiga cho yum, ja tin si chong. Come the doc jelly sang manu sai yu ka lim mu chak, yu che chip dio don. Mole yungju go co ying yung ti, yapun fagat ying and my chan hong lam dio. Lingon sang hai manondo yung yong waking yum si tam bui sang se tai gong yao yung chan, whatef mo. Guanggu man lim moye manhok pai. Bam chang go de hou top pika yun yan yu hei guong me yung di ho yim soong jongsi, kong sang, le yu yong me yon getong jok yu yin, says and mangon ha gang ho. Lim mu tamto se di wokh mangon, mulongdo, yao sug mangon, chang goyan, hai chonglo mu to le sale mangong mangon y hanglong bujun, say tai ko de ho y bong do liga poduck, he se channam meat, my look for dim bowju. Come lingo tela to guongo chap tole, to hold some duck. Come to you uh di paivana, your hodo gin yina, say jok little sick bun guongo, ya hodo sam duck, say jot loyo guong go, yao timae, say jot to nay yok bun g some duck. Come sumina, do ya yet gay of joy kanji lo later the gongha jok ja cai tai shot dim your hoy singwagan so what yet si a gongsi. Yet mohofu sinsay got yao chinyan moxin yan. Tim guy gong si the hai hoy sang my dou, say gai cupge gongo gaiaku sha, yi ke jung donjung baham ge saka losoa, gai shada fong fala. Come chok te ligo dongsi and olum ho takida and the hola and ho langam battle don't jungle mew. Why hai heart wooler, say gong si choi fumma. Com to helibun siamina. Koi bahei si mo ba yin yi mo butun zi ofen my sang bovan. The yet dimun gang hat woolegum Mosha Dimja hat wo. The dip hack's yolle, hiun daker, mysoban pai bay chin le sang. Com to yugao, bit so yu pak woo. Mjo si my yugon go hak woo high mjonsi guangoge mzip. They wondo di langao san chig. Yi jena you cojit ka guan hai ge hak woo. Tayat Lei wan more de jo guang go leg a chan bana, bisoyule, do ling more de bun san yi whai gumoge. Chvei more de coxon, more de wo big walk do hut woo, could she nyat gan gongumsi, lehoi job bigang sec, you mala, little multi clean jok. Kha gong. Gao ching jo, whole lang wis and maleha wugigo gongu jit, could hai my hymon koigangsi, yoli hot ho zeen. Yugan hap woo, tai loton, hai mole hot. Gum they jum langao lengo leho judo got chos a gongole. The hate si bakhawo dichi, ne gau chang chau, le hom co sat gum tongo, yu vi zong chit jung guongole, dong zenghai, soyao choxibu don lemin ye binja yanzo, gihab wo. M dipso yim satsi mei yun git san chanban. So if linganban, hai ying tafu fo no chun guak si chang, ling at chanban, hai yago beba hostil bothan. Ygo leo chong zha uhong gofu, ching mo to heapui sangwa mo singly hipway har wo. Comeo silla le chang di yao cho gon yan, di out yin. Lim mo yle chang yung hai jungly heart wooder, diable. Come diminwai hai hot wool e gum. Come to go chella, chokeng yung chu se ho jobe ya gaisa si changola, could you yung fan yan, hoi gai se guango gong seed on halfway guan hai. Telena could do fun yan to whole sum again guy. Okay, wala. Uh mdan zile hai fun siamin chut lingiola wo chyin bahang. Nil so gelu yung hongji guong seedon go hak woan hai. Yapule, moi chat lingo neti gong se. Gum cui toi yim jongungsi. Jetong maze gw toi yim gochi se jdi choi cham do yet. Then I say you bay mina le ging song zenghoi uh wunch gongsi hut wooler. Gumly hold on lay y by e tih ho could some hong hap chakamo bang. Dali hed a little balay. Tell itho ti choy at go ging song lao fan so lay fang yellow yan yeah. You go lay chong wugong go. Yumana was each in yi ging tong langsi, and yo, the moy chamga, l yi, yeah food chase and gong bake joy, jung foo langaling don't buy song. Cry why chong, yes. Limola yung chu si cho so yan, ho jabu jigu. Yubemina, ho diabho, godile, yathoi, ho a disingadu jun gong si ha wo. Leho tong lege hat wugan mu tang chi yan, ho bochi lun hai jwa the wuga gungsi lamine, uhketing bonguna, koge ech houna, dang dang dang dang, le toi tung bochi din hai. So nyao yet gin, le ho yi jo uham siu song set hap wuga gin Ihimasile choyung ice box get policy. Jato, sun ge gongwa, liking habu pai jung jao, marshan dongsao, leng or ho, ben che jung tao yap, chaksi se chungle kei hei, wongin, yi ko digan guong tai hidemu isingoho, cho chyo tido, de go lem danji chik the guangogung si and tai. Uh, little hut len to hose. Hog sixty mum tong guongum si wo hai hub jok, tai go kung choka. Jum jajung tisu king yinaj siu chi later guongum si yeti wong hong sum lila, so sin, le yu gang gongsi, hungle gongsi, chun be taam gai siu, lea chang fama yet moi chong jok lengba gum ton lia gongsi hui bei gai. Sixum ziuguai le san gang dan ye chang ya chango gon yu lego zun jun. Kop bolia gongzi, haio shinjany, bong legju and ya shinjan yosinw yao gang dogasum like gang da you need to gang dog like leon ho bong jan jin tonle gong si like gang taiga ho some gin zang wusan gulai tan so dang go bu jun so ye to a yuking go si mo ka gongan ne gong silo mingal in ten zido si gang hog by zhao chia le yon ma sigang mo whaiuman taiga chan long vai se gan Zanse lang choi Yung yan Langosik Bilang Chai Taiwu Doge Lang Chai Chung Hai Wai Dio Lang Chai Hei Chung Yap Guanggo Yi Tisin, Klokanichho Dog. K Sigo Hame Tong Konggo Yibu uh Yum Tong Sisen Gum Do Dido Tong Daido Kiza Mom Tongat Yao Yang, Sa Yao Gong Yi Gong W Zido Gun Hai Go Hong Gible Hangong Tong. 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