How to create corporate advertising that sells

This Ogilvy print was part of the famous “How to” campaign that showcased the Ogilvy’s strategy and copywriting skills.

 

Red areas are most likely to attract attention, followed by Yellow/Orange areas, and Blue areas. Areas that have no color overlay are unlikely to attract visual attention.

 

The Regions Report graphically represents the likely distribution of visual attention during preattentive processing.

 

The Regions Report graphically represents the likely distribution of visual attention during preattentive processing.

 

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Volkswagen Lemon Print Ad

Lemon.

This Volkswagen missed the boat.

The chrome strip on the glove compartment is blemished and must be replaced. Chances are you wouldn’t have noticed it; Inspector Kurt Kroner did.

Schweppes Tonic Print Ad

“Never swizzle Schweppes Tonic,” chides Commander Whitehead. “Schweppervescence swizzles itself.”…

Schweppes Bitter Lemon Print Ad

“You can see the lemon in the Schweppes Bitter Lemon. That’s because Schweppes uses whole, fresh lemons. Juice, pulp, peep, everything.”…

Schweppes Tonic Print Ad

The President of Schweppes U.S.A tells why Schweppes Tonic always has the same classic flavor – whether you drink it in Hong Kong, Palm Springs or Paris…