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编辑先生给我的题目是“百年来最有影响的广告图书”,这是个吓人的大题目,需要专家做深入的研究工作,不是学识、藏书都不丰厚的我可以随意谈论的,所以我自作主张地改成了一篇散记,希望就我能力所及,帮助年轻同行们多一些对广告书籍的了解。奥格威开出的必读书清单如果要为广告人找一份最权威的书目,一定非奥格威的必读书清单莫属。1976年11月19日,奥格威写道:“最近有人要我开张书单,推荐一些对从事广告最有帮助的书籍——也就是所有广告人都应该阅读的书。”下面就是奥格威列的书单(据《广告大师奥格威——未公诸于世的选集》):
The topic that my editor gave me is “the most influential advertising book in a hundred years.” This is a scary big topic. It requires experts to do in-depth research. I do not know anything about it, I can talk about it without a lot of books, so I made it myself Proposed into a diary, I hope my ability to help young counterparts more advertising books. Ogilvy must-read list If you want to find the most authoritative book for advertisers, must-have non-Ogilvy must-read list. On November 19, 1976, Ogilvy wrote: “Recently I was asked to open a book list and recommend some of the books that are most helpful in advertising - that is, the book that all advertisers should read.” Here’s Ogg Willard’s book list (According to “Advertiser Ogilvy - Unpublished Communities”):