How to create corporate advertising that sells

David Ogilvy wasn’t just writing copy. He was architecting attention. His print ad “How to create corporate advertising that gets results” is basically a visual science experiment in perfect ad flow—and eye-tracking data today proves it.

Marketing analysis

Look where your eyes go: big headline first, then faces, then subheads. Every visual cue leads you deeper into the story. Ogilvy didn’t leave this to chance—he used layout like a salesperson uses a script.

Why it works

• Bold headline hooks instantly
• Human faces guide attention naturally
• Strong contrast clarifies what’s important
• White space keeps it breathable
• Real imagery breaks word overload

Examples

• Apple: hero photo + crisp one-liner headline
• The Economist: bold red + minimal words = max focus
• Airbnb: real people, real trust
• LinkedIn: data headline + visual proof
• Nike: headline → athlete → swoosh flow