大衛·奧格威(David Ogilvy)的電視訪談

電視訪談-The Open Mind, 1982:大衛·奧格威(David Ogilvy)

在一個討論時事動態的午間節目-The Open Mind中,Richard Heffner針對"政治廣告、廣告對社會的影響以及現代廣告的問題"等議題對大衛·奧格威(David Ogilvy)作了一段訪談。
以下是這個節目" About Advertising(關於廣告) – The Open Mind, 1982"的內容:


 

節目中提到以下大衛·奧格威(David Ogilvy)名言:

  • 關於政治廣告的本質(3分35秒)

    "Political advertising is the most dishonest advertising there is there is. If I wrote advertising as mendacious, as crooked, as misleading, for products as those guys, those politicians, get written in elections, I’d be put in prison"

    "政治性廣告可說是各類廣告中最不誠實的一種。若我寫廣告也像那些政客一樣虛假、扭曲並誤導大眾,我現在應該在坐牢了。"

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  • 大衛·奧格威絕不接政治廣告案的其中一個原因(6分33秒)

    "They’re so fascinating those presidential campaigns whenever an advertising agency does them that’s all it does. People become riveted by it, and they concentrate on it for six months, and not to the great advantage of their normal clients."

    "那些總統競選廣告是如此的吸引人,當某個廣告公司接下這類案子時,他們就只做這個廣告案了。這些廣告人完全的被迷住,並且花六個月的時間投入在這個案子上,而完全不顧其他一般客戶的利益。"

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  • 關於電視廣告(7分46秒)

    "I turned on the television in my bedroom of the hotel in which I’m staying and I can not believe the  volume of advertising, the clutter, simply nauseating….I wonder if there’ll be adverting on TV ten years from today"

    "我在飯店房間內打開電視,裡面所播映的廣告量、那種嘈雜聲、令人厭惡的感覺…讓我難以置信。我很懷疑十年後的今天,廣告是否還會出現在電視上。"

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  • 關於廣告與需求(12分40秒)

    "A lot the highbrows say that advertising makes people want things they don’t need. Who decides what people need or not?"

    "許多高知識份子(highbrow)說廣告使人們購買他們所不需要的東西。誰又能去決定人們需要的是什麼呢?"

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  • 關於廣告對社會的影響(18分32秒)

    "Advertising has helped create a demand by poor underprivileged people for a better life, and it’s helped to get them a better life"

    "廣告幫助社會底層的人對更好的生活產生需要,同時也幫助他們取得更好的生活。"

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  • 關於名人代言(20分40秒)

    "We find that celebrity commercials are far above average in being remembered and being recalled, but far below average in persuading people to buy the products. The celebrity commercials sell the celebrity, but not the product"

    "我們發現名人代言的廣告在所有廣告中,被記住或能被想起的機率較一般平均高得多;但是這些廣告能夠說服人們購買產品的機率,卻比其他廣告低得多。可見名人代言的廣告是在販售名人,而非販售產品。"

影片來源自"The Internet Archive"- The Open Mind專區

主持人:Richard D Heffner (1925- ):羅格斯大學教授Communications and Public Policy(通訊和公共政策)的教授。他長期主持並製作時事節目:The Open Mind。
來賓:大衛·奧格威(David Ogilvy) , (1911-1999),聞名的廣告執行總監與撰文。他同時也是暢銷書"Ogilvy on Advertising"和" Confessions of an Advertising Man"的作者。