Sunday, March 9th, 2014

Marketer David Ogilvy: Jargon Is The Hallmark of a Pretentious Ass

Avoid Marketing Drivel To Create Effective Brands

The power of the effective use of words, demonstrated by the "priceless and pricelessly uncompromising wisdom from a cultural legend: iconic businessman and original "Mad Man" David Ogilvy."

On September 7th, 1982, Ogilvy sent an internal memo to all agency employees, titled "How to Write."

Among his teachings, Mr. Ogilvy's advice on the use of jargon:

Never use jargon like...reconceptualizedemassification, attitudinallyjudgmentally.

They are hallmarks of a pretentious ass.

Some 30 years later we would add words and phrases such as solution, innovation, empower, think outside the box, synergize and well, actually, you get the idea.

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