A Quote by David Ogilvy
I do not regard advertising as entertainment or an art form, but as a medium of information. When I write an advertisement, I don’t want you to tell me that you find it ‘creative.’ I want you to find it so interesting that you buy the product.
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I do not regard advertising as entertainment or an art form, but as a medium of information.
When you work in form, be it a sonnet or villanelle or whatever, the form is there and you have to fill it. And you have to find how to make that form say what you want to say. But what you find, always--I think any poet who's worked in form will agree with me--is that the form leads you to what you want to say.
People have romantic notions about television. In the highest realms they think it's some sort of art medium, and it's not. Others think it's an entertainment medium, it's not that either. It's an advertising medium. It's a method to deliver advertising like a cigarette is a method to deliver nicotine.
All television is an advertisement - that's why it exists. It wasn't the art-form first and then the commerce - it was that they could put on entertainment long enough to distract people into looking at products. It's for focusing people on advertising and separating you from money in some way. Some people forget that. The side product is that we get some great eye candy. TV is the best it has ever been right now. I don't have a problem with that since it's what keep us employed.
Find the story you want to tell. If you don't want to write it, find somebody to write it.
ART Art is that thing having to do only with itself—the product of a successful attempt to make a work of art. Unfortunately, there are no expamples of art, nor good reasons to think that it will ever exist. (Everything that has been made has been made with a purpose, teverything with an end exists outside of that thing, i.e., "I want to sell this", or "I want this to make me famous and loved", or "I want this to make me whole", or worse, "I want this to make others whole.") And yet we continue to write, paint, sculpt and compose. Is this foolish of us?
Writers are there to write, not experience things. If you want to experience things, become a pirate or a Bookhunter. If you want to write, write. If you can't find the makings of a story inside yourself, you won't find them anywhere.
I received from my experience in Japan an incredible sense of respect for the art of creating, not just the creative product. We're all about the product. To me, the process was also an incredibly important aspect of the total form.
Advertising is the art of the tiny. You have to tell a complete a story and deliver a complete message in a very encapsulated form. It disciplines you to cut away extraneous information.
Lying and cheating in advertising, in the long run, are commercial suicide. Dishonesty in advertising destroys not only confidence in advertising, but also in the medium which carries the dishonest advertisement. . . . No one can be ill in a community without endangering others; no advertiser can be dishonest without casting suspicion upon others.
Instead of creating aesthetically pleasing prose, you have to dig into a product or service, uncover the reasons why consumers would want to buy the product, and present those sales arguments in copy that is read, understood, and reacted to—copy that makes the arguments so convincingly the customer can’t help but want to buy the product being advertised.
I've never really presumed to know what my fans want or like. When I'm making the music, I just chase whatever I find interesting that day and luckily there are people who find it interesting as well.
I've gotten emails from people who purchased items from an infomercial, only to find out that the shipping was more expensive than the item itself. The lesson: If you truly want to order something you see on TV, go online to the product's website and see if you can find out more information.
I used to work in TV and quit the job because I couldn't do it any more. I quite like taking my time over a film, five years is how long it takes me to work something out. And when you just do quick turnover, turnaround, I'm literally this is driving me mad, I want to find another living. I'll just have to find a creative way to tell the story.
Never write an advertisement which you wouldn't want your family to read. You wouldn't tell lies to your own wife. Don't tell them to mine.
The wonderful situation that I find myself in now, is that choosing the roles I want is more of a reality for me. As a result, I take it very seriously, because I find this opportunity in film to be a very powerful and influential medium.
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