Adland Chapter 3

David Ogilvy was behind the beginning of branding. He was a chef and after ended up selling cooking stoves. 'Effective advertising had to be entertaining as well as persuasive' Tungate (2015, pg 36). Ogilvy was famous for personal branding. Advertising according to the personality.

'the rakish eyepatch was unusual and cought the readers attention' Tungate (2007, pg 38). This was a campaigne by Ogilvy wich was very effective . Tungate says that with the use of photography, 'costumers were buying an image, not a sales pitch' and that is branding works.

Ogilvy 's ideas are often  referred to as the creative revolution but he did not like it as he was more focused on selling a product. 'He simply didn't like advertising that sold the creative more than it sold the productive' tungate (2007, pg 40). Ogilvy strifed to become more professional in his job and not to turn advertising into an art form. He always spoke of reforming advertising.

Packard says that 'many of us are being influenced and manipulated' . McCann Erickson was one of the first to go in depth to this idea. He hired psychological stuff to do more resaerch on it. He had clients like coca cola and general motors. He believed in 'total marketing'
'advertisers are not spending billions to decorate media' pg 42

It is said that advertising started as means of artistic ideas. Many advertisers wants it to remain like that