2017年2月8日 星期三

David Ogilvy, William Safire

天天都可從名人學習 You Missed A Great Meeting
(by Richard Kerr.
第41首, pp.108-09)
You Missed A
Great Meeting

It was
Celebrity day
David Ogilvy was
Busy re-writing his
famous headline
(”At Sixty Miles an
Hour, the Loudest Noise
In This New Rolls-Royce
Comes from the Electric
Clock). Rolls now has
a digital clock that
is silent.
Helen Gurley Brown
Was giving advice to
Young women.
Ben Franklin was giving
advice to young men.
Hilter was discussing
Jack Nicklaus was
discussing other
kinds of lies.
Milton Friedman was
discussing dollars.
William Safire was
having trouble with an
immigrant who wanted
to know how to
pronounce “though, bough,
cough and dough.”
Fortunately for
you and for all
Americans, it’s
celebrity day every
at your public library.

David Ogilvy (businessman) - Wikipedia, the free encyclopedia
David Mackenzie Ogilvy, CBE, (23 June 1911 – 21 July 1999), was an advertising executive. He is widely hailed as "The Father of Advertising." In 1962, Time ...
Helen Gurley Brown - Wikipedia, the free encyclopedia
Helen Gurley Brown (February 18, 1922 – August 13, 2012) was an American author, publisher, and businesswoman. She was the editor-in-chief of Cosmopolitan magazine for 32 years....
Benjamin Franklin - Wikipedia, the free encyclopedia
Benjamin Franklin (January 17, 1706 [O.S. January 6, 1705] – April 17, 1790) was one of the Founding Fathers of the United States. A noted polymath, Franklin ...
Hilter 希特勒

Jack Nicklaus - Wikipedia, the free encyclopedia
Jack William Nicklaus (born January 21, 1940), nicknamed "The Golden Bear", is an American professional golfer. He is widely regarded as the most ...

Milton Friedman - Wikipedia, the free encyclopedia
Milton Friedman (July 31, 1912 – November 16, 2006) was an American economist, statistician, and writer who taught at the University of Chicago for more than ...
William Safire - Wikipedia, the free encyclopedia
William Lewis Safire was an American author, columnist, journalist, and presidential speechwriter. He was perhaps best known as a long-time syndicated political columnist for the New York Times and the ... Wikipedia

David Mackenzie Ogilvy, CBE, (23 June 1911 – 21 July 1999), was an advertising executive. He is widely hailed as "The Father of Advertising."[1] In 1962, Time called him "the most sought-after wizard in today's advertising industry." [2]

故筆友William Safire 是美國著名的文膽,數十年前就名列《簡明大英百科》。他在發行近170萬份的《紐約時報‧周日雜誌》有一專欄:《語言天地》(On Language)。數十年如一日,每周都有論述。我曾請教他,美國國務院在2006年採用的 “transformative diplomacy”一字,用詞上似乎有點問題。我當時認為,或可考慮用 transformable diplomacy,因為全球的政治界和管理學界,已有名著討論「轉型式領導 vs 交易式領導」("transformable vs transactional" leadership)。
Safire 先生在 2006年6月11日的專欄寫一篇《外交詞令》 (Diplolingo)來回答我(Hanching Chung)。…..作者很厲害,還找到James MacGregor Burns,請他出來在文章上亮相,並請Burns先生建議用字。 James r建議採用 TRANSFORMING 。英文真妙。動詞加上 ”+ing”,就可以成為好的行容詞,譬如說Learning Organization (學習型組織) 或transforming organization/diplomacy (轉型中的組織/外教) 等等。由這一案例,可以顯示英文是相當困難的 我當地還沒想過 "transforming" 可能是更好的選擇。 (我2013年才注意到Burns 先生寫過Transforming Leadership: A New Pursuit of Happiness, published with Atlantic Monthly Press in 2003 (ISBN 0-87113-866-2).

Wikipedia article "David Ogilvy".


What advertising pros love about such a magazine is its influence and its readers.
And pros such as David Ogilvy,… unanimously agree the only magazine that fits the bill is The Reader's Digest.

David Ogilvy 在該廣告的引言是: 他每月看39種雜誌,讀者文摘甚至讓他欽佩。

David Ogilvy 為廣告界的名人,現在退休於某法國人間天堂Touffou古堡和莊園(Chateau de Touffou)。去年在「譯坊」批評他精彩的傳紀被漢文翻譯者糟蹋了。這次重讀第七章The Light at the End of Tunnel ,被 Clemenceau 臨終遺言,將十幾年前某士兵臨陣前送他的野花陪葬等,這些故事深深感動我。

lallygag, flâneur

2004 0816讀奇境奇字:lallygag和筆記

人生有些時候,所讀的書特別有味道。台灣很早就有CONFESSIONS OF AN ADVERTISING MAN by David Ogilvy 的翻譯本(晨鐘出版社?),不過我可能沒讀過。

80年代中期,有一回從美國回來的途中,選讀的是 Ogilvy on Advertising by David Ogilvy 。印刷精美,文字和故事都迷人。那時,我的專業與他的行業隔如山,唯一相疊的,只是每一行業都相同的企業目的:「服務顧客」。不過,我想他得故事精採得多,而我對於他們迷戀 big idea和文字,一定很羨慕。

再幾年,《廣告大師奧格威—未公諸於世的選集》(The Unpublished David Ogilvy by Joel Raphaelson, David Ogilvy)莊淑芬譯,台北:天下文化出版社,初版:1987/97 近兩萬本。這書,在我去年讀評《奧格威自傳》(David Ogilvy : An Autobiagraphy

奧格威是奇人,有許多奇遇。這種人的自傳,有許多文化上的東西須要注解,《奧格威自傳》的編者在「最喜歡的食譜」加些注,有有幫助。其實最需要加注的,倒是之前的「最喜歡的字彙:清單上的字讓我驚喜…..abecedary/字母;akimbo/手插腰……」( pp.231-33)

這章之名 A Forest Full of Surprises,翻譯成「歡樂林」,似乎有點奇怪。除了記朋友,還有Favourite Words, RECIPES. Customers.

這位夢想受勳變成Sir David的Favourite Words,我們當然可能一字都認不得。昨天我研究「.abecedary/字母」,發現《廣告大師奧格威—未公諸於世的選集》第50頁有解。
由rl每日一字 flaneur(閒逛的)想到 lallygag pronunciation ,沒想到日文解釋中有一義為" 頰之愛撫"( 頬を愛撫する)。

Wikipedia article "David Ogilvy".

現在紐約時報開放 所以能找出他的訃聞

David Ogilvy, 88, Father of Soft Sell In Advertising, Dies

Published: July 22, 1999
David Ogilvy, the ad executive who dreamed up the eye-patch wearing ''man in the Hathaway shirt'' and many other iconic advertising campaigns, died yesterday at Chateau Touffou, his home near Bonnes in the Loire Valley of France, after a year of declining health, according to a spokeswoman for Ogilvy & Mather. He was 88.
In a career that spanned five decades, Mr. Ogilvy created one of the biggest ad agencies in the world and helped alter the landscape of American advertising. And while it would be impossible to gauge the impact his campaigns had on sales, his work created many images that are well-known in households worldwide.
He is credited, along with William Bernbach, with introducing what was then a novel idea: that consumers could be considered as intelligent as, say, advertising people, and approached with a soft sell through print, radio and television.
His ads, for everything from Schweppes to Rolls-Royce, helped start the creative revolution of the 1960's. The ads were in marked contrast to the droning, repetitious style of those they supplanted.
''The consumer is not a moron,'' Mr. Ogilvy said once, and repeated often. ''She is your wife. Try not to insult her intelligence.''
In 1935, he wrote his first advertisement, for a stove; by 1948 he had formed Ogilvy & Mather, now an international empire with global billings of nearly $8 billion last year and a unit of WPP Group P.L.C.
Along the way he took a series of side roads, from salesman to Pennsylvania farmer to diplomat and pollster, before advertising captured his undivided attention.
''He had a tremendous impact on the business,'' said Allen Rosenshine, the chairman and chief executive of BBDO Worldwide.
He met Mr. Ogilvy only once but refers to his writings as ''a bible of what constitutes good and bad advertising.''
Mr. Rosenshine added, ''He showed that you can approach the art of creativity with a certain amount of science and right-brain thinking.''
Though Mr. Ogilvy prided himself on perfecting the information-laden but painless print advertisements, he was perhaps even more famous for finding the character or symbol that turned a product into a brand, and a brand into a byword.
To that end, his advertisements featured interesting-looking people and symbols, like the Schweppes board member whose bewhiskered Englishness so entranced Mr. Ogilvy that he persuaded him to appear as Commander Whitehead -- the last name was real -- in ads for Schweppes beverages that summed up the product as having ''Schweppervescence.'' (The model for the original ''man in the Hathaway shirt,'' in 1951, was a Russian baron.)
''You cannot bore people into buying your product,'' Mr. Ogilvy once concluded. ''You can only interest them in buying it.''
He created successful campaigns for Shell Oil, Sunoco, Dove soap and Sears, Roebuck as well as for the Puerto Rico Tourist Board and Merrill Lynch.
For Puerto Rican tourism, his approach was to change the image of the island, selling it as a tropical paradise.
He created the first Pepperidge Farm bread commercial in 1956, a campaign he said he literally dreamed up. In his memoir ''Ogilvy on Advertising,'' he told of a dream in which a baker drove his horse-drawn wagon down a country road. The bread commercial used just that script, creating an image of hand-made tradition for a mass-market bread.
In 1959, his agency won the Rolls-Royce account, for which it produced Mr. Ogilvy's favorite campaign. The headline of the print ads read: ''At 60 miles an hour the loudest noise in this new Rolls-Royce comes from the electric clock.''
This relatively small effort paved the way for other accounts with major billings, like Shell. He later resigned the Rolls-Royce account at a time when he felt that the quality of the cars, which he liked to drive himself, was not up to speed.
A witty, well-traveled sophisticate, Mr. Ogilvy began his working life in the kitchen of the Hotel Majestic in Paris soon after cutting short his education at Oxford. The kitchen was run by a quick-tempered Monsieur Pitard, who one day dismissed a junior chef whose bread had not risen properly. Mr. Ogilvy would later note that the chef's hard treatment of the subordinate lifted the morale of the other junior chefs, making them feel that they were working in the best kitchen in the world.
A few years later, he was selling the hulking furnace-like Aga English stoves, door to door in England. He left the company in 1935, but not before writing a sales manual for successive generations. His first advertisement, in fact, was for Aga, and featured a reproduction of Manet's ''Dejeuner Sur l'Herbe,'' an interesting choice since the painting includes a nude, possibly the first to appear in an advertisement for a consumer product, he later said.
''It was a mistake,'' he wrote sternly in ''Ogilvy on Advertising,'' the 1983 installment of a series of books in which he set down his thoughts on the industry. ''Not because it was sexy, but because it was irrelevant to the product.''
David MacKenzie Ogilvy was born June 23, 1911, in West Horsley, England, the youngest child of John and Dorothy Ogilvy. His father, a stockbroker, suffered a financial crisis when David was very young, and the boy attended an Edinburgh public school, Fettes, on a scholarship. He also won a scholarship to study modern history at Christ Church College, Oxford, but was, in his own words, a ''dud'' who could not pass his exams there. He left after just two years.
His first advertising job was with the London agency Mather & Crowther, where his older brother, Francis, worked. For David Ogilvy, advertising became a passion that consumed most of his time. ''I loved advertising,'' he wrote. ''I devoured it. I studied and read and took it desperately seriously.'' In 1938, he persuaded the agency to send him to the United States for a year; at the year's end, he resigned and joined George Gallup's National Research Institute, which he later called ''the luckiest break of my life'' because, he said, he learned a great deal about the United States, its people and its preferences, and because he also learned how to do research, on which he placed great reliance in advertising.
During World War II, Mr. Ogilvy served in British intelligence in the United States from 1942 to 1944; in 1944 he became second secretary at the British Embassy.
After the war, he and his wife moved to Lancaster County in Pennsylvania, where many of the farmers were Amish, to try to make a living raising tobacco. Although they loved the region, he wrote later, it was physically and economically impossible for the Ogilvys to succeed. So in 1948, he set up his advertising agency, with, as he recalled, ''no credentials, no clients and only $6,000 in the bank.''
One advantage he did have was a British accent, which -- clued in to advertising's wiles -- he used to ''differentiate me from the ordinary.''
The tweedy, pipe-smoking Mr. Ogilvy wrote the copy for some of his agency's best-remembered ads. It was he who, almost on a whim, stopped and bought the eye patch that was to become identified with the fortunes of a small shirt company named Hathaway. And it was he who wrote the headline for the Rolls-Royce ad, which he insisted was one of the best ads of all time.
Mr. Ogilvy, not someone with a tendency to underestimate himself, wrote of these early successes, ''I doubt whether any copywriter has ever produced so many winners in such a short period.''
He was an early advocate of so-called long copy advertising, meaning advertising that used many words rather than few, and of what he called factual and informative advertising.
For many years he opposed the use of humor in advertisements or commercials and also long held out against singing commercials in the belief that they did not work.
Besides ''Confessions of an Advertising Man'' (1963), which sold more than 600,000 copies in 11 languages, Mr. Ogilvy also wrote a 1978 autobiography, ''Blood, Brain and Beer.''
''Confessions'' was very much a how-to book, although entertaining enough to appeal to an audience outside the advertising industry. It was stuffed with such crisp maxims for success in advertising as: ''Unless your advertising contains a Big Idea, it will pass like a ship in the night'' and ''Advertising should be true, credible and pleasant. People do not buy from bad-mannered liars.''
One chapter promised to explain ''How to Write Potent Copy,'' and began: ''The headline is the most important element in most advertisements.'' Mr. Ogilvy, a lean, handsome man who retained that crucial British accent all his life, was noted for the literacy of his agency's productions, and he was always interested in star power. At one time, he persuaded Eleanor Roosevelt to appear in a television commercial for margarine. He could be completely hardheaded about advertising's ultimate aim: profit.
''When you advertise in local newspapers,'' he wrote in ''Ogilvy on Advertising,'' ''you get better results if you include the name of each city in your headline. People are mostly interested in what is happening where they live.'' (He once spent $1,300 on ads in his neighborhood newspaper to find his own lost dog. It worked.)
In his chapter on making good TV commercials, he wrote: ''Start selling in your first frame and never stop selling until the last.'' And: ''The purpose of a commercial is not to entertain the viewer, but to sell him.''
He also wrote in ''Confessions'' about his relationship with his clients: ''I buy shares in their company, so that I can think like a member of their family.''
And he said: ''I always use my clients' products. This is not toadyism but elementary good manners. I also resign accounts when I lose confidence in the product.''
A lover of the landscape, he had a lifelong and violent aversion to one form of advertising: the billboard. ''Where every prospect pleases,'' he said, ''man is at his vilest when he erects a billboard.''
Mr. Ogilvy was married three times, first to Melinda Street, then to Ann Cabot and finally to Herta Lans, who survives him. He is also survived by his son by his first wife, David Fairfield Ogilvy of Greenwich, Conn., and by three stepgrandsons. No members of his family remain with the agency.
In writing about himself for the agency's house organ in 1980, he confessed that he was ''candid to the point of indiscretion''; that he had a ''low threshold of boredom,'' and that he was too impressed by physical beauty.
He worked for many causes and cultural institutions, including the New York Philharmonic, the World Wildlife Fund, an antilittering campaign in New York City and the United Negro College Fund. In 1967, Mr. Ogilvy was made a Commander of the British Empire by Queen Elizabeth, and in 1990 the French Government named him an officer in its Order of Arts and Letters.
Mr. Ogilvy was chief executive of his agency until 1975, when he stepped down and moved to France. He remained active on several boards and as titular head of some Ogilvy operations until recently. In retirement, he worked tirelessly on his gardens; for his 80th birthday the agency presented him with a hybrid rose named David Ogilvy.
In a 1986 interview, when asked what had eluded him in his life, Mr. Ogilvy replied: ''Knighthood. A big family. Ten children.''

在2004年我們Simon U 的人討論一些字眼。現在貼此以紀念亡友小讀者:讀奇境奇字:lallygag和筆記
人生有些時候,所讀的書特別有味道。台灣很早就有CONFESSIONS OF AN ADVERTISING MAN by David Ogilvy 的翻譯本(晨鐘出版社?),不過我可能沒讀過。
80年代中期,有一回從美國回來的途中,選讀的是Ogilvy on Advertising by David Ogilvy 。印刷精美,文字和故事都迷人。那時,我的專業與他的行業隔如山,唯一相疊的,只是每一行業都相同的企業目的:「服務顧客」。不過,我想他得故事精採得多,而我對於他們迷戀big idea和文字,一定很羨慕。
再幾年,《廣告大師奧格威—未公諸於世的選集》(The Unpublished David Ogilvy by Joel Raphaelson, David Ogilvy)莊淑芬譯,台北:天下文化出版社,初版:1987/97 近兩萬本。這書,在我去年讀評《奧格威自傳》(David Ogilvy : An Autobiagraphy)
奧格威是奇人,有許多奇遇。這種人的自傳,有許多文化上的東西須要注解,《奧格威自傳》的編者在「最喜歡的食譜」加些注,有有幫助。其實最需要加注的,倒是之前的「最喜歡的字彙:清單上的字讓我驚喜…..abecedary/字母;akimbo/手插腰……」( pp. 231-33)
這章之名 A Forest Full of Surprises,翻譯成「歡樂林」,似乎有點奇怪。除了記朋友,還有Favourite Words, RECIPES. Customers.
這位夢想受勳變成 Sir David的 Favourite Words,我們當然可能一字都認不得。昨天我研究「abecedary/字母」,發現《廣告大師奧格威—未公諸於世的選集》第50頁有解。
由rl每日一字 flaneur(閒逛的)想到 lallygag,沒想到日文解釋中有一義為" 頰之愛撫"( 頬を愛撫する)。
'lallygag' is one of preferred word of David Oglivy.
But someone translated it into" 閒逛的"—hc:錯,原譯「游手好閒」。
問他意見( Please advise what you know about lallygag.)
【 rl 2004-08-17 09:45:34因為趕稿暫時無暇細思量,此字為動詞,例中譯作形容詞應屬不宜,至於漢譯,則兩者皆對,也就是說,它可以用來表示無所事事或縱慾方面的動作。 】

hc 查The American Heritage® Dictionary of the English Language, Fourth Edition和Yahoo ,都說它與flaneur意思近似:To waste time by puttering aimlessly; dawdle. ETYMOLOGY: Origin unknown. 【Dawdle字義: 1.To take more time than necessary: dawdled through breakfast.
2. To move aimlessly or lackadaisically: dawdling on the way to work.】
lallygag Variant of lollygag.
v : be about; "The high school students like to loiter in the Central Square"; "Who is this man that is hanging around the department?" [syn: loiter, lounge, footle, lollygag, loaf, hang around, mess about, tarry, linger, lurk, mill about, mill around]
LALLYGAG midC19 [English] (v) ~ To kiss and cuddle.
A Dictionary of Slang and Euphemism, Richard Spears, informs that lallygag/lollygag has an older meaning of "to flirt, court, or make love" (mid-1800s), and a more current meaning of "to be idle" (1900s). The same source reveals the slang term, "ladies' lollipop." (British, jocular, 1800s).
Line breaks: lolly|gag
Pronunciation: /ˈlɒlɪɡaɡ /
(also lallygag)
Definition of lollygag in English:
VERB (lollygags, lollygagging, lollygagged)
[NO OBJECT] North American informal
1Spend time aimlessly; idle:
she goes to Arizona every January to lollygag in thesun
we’re lollygagging along