Unit 11. Ogilvy & Mather Starting with no clients in 1948, Ogilvy & Mather has since grow into a worldwide enterprise. From the very beginning, Ogilvy

Unit 11Unit 11

Ogilvy & MatherOgilvy & Mather

• Starting with no clients in 1948, Ogilvy & Mather has siStarting with no clients in 1948, Ogilvy & Mather has since grow into a worldwide enterprise. From the very bnce grow into a worldwide enterprise. From the very beginning, Ogilvy intended to have a different kind of coeginning, Ogilvy intended to have a different kind of company. It knew that if it was going to be successful as mpany. It knew that if it was going to be successful as an expatriate with invented modern advertising, it woan expatriate with invented modern advertising, it would need a strong agency brand: respectable, high-quauld need a strong agency brand: respectable, high-quality, high-quality, highly creative and intelligent. To thlity, high-quality, highly creative and intelligent. To that end, Ogilvy & Mather worked relentlessly to instill that end, Ogilvy & Mather worked relentlessly to instill the belief that its job is to make advertising that sells, ane belief that its job is to make advertising that sells, and the advertising that sells best is advertising that build the advertising that sells best is advertising that builds brands. Over the past 50 years, Ogilvy has helped to ds brands. Over the past 50 years, Ogilvy has helped to build some of the most recognizable brands in the worbuild some of the most recognizable brands in the world: America Express, Sears, Ford, Shell, Barbie, Pond’ld: America Express, Sears, Ford, Shell, Barbie, Pond’s, Dove, and Mather’s history is the evolution of one s, Dove, and Mather’s history is the evolution of one man’s thoughts, talents, and work ethic translated inman’s thoughts, talents, and work ethic translated into a company culture, a defining business strategy, a dto a company culture, a defining business strategy, a destiny. estiny.

David OgilvyDavid Ogilvy

• David Ogilvy, who died in 1999 at the age of 88, has David Ogilvy, who died in 1999 at the age of 88, has been addressed as the most famous advertising man ibeen addressed as the most famous advertising man in the world. He took the concept of brand image from n the world. He took the concept of brand image from the academic world and injected it into the lexicon of athe academic world and injected it into the lexicon of advertising. He taught the concept of quality. He made tdvertising. He taught the concept of quality. He made the business more professional – in the use of research he business more professional – in the use of research to test ads and in building a body of knowledge about to test ads and in building a body of knowledge about what works in advertising. Besides, he was one of the cwhat works in advertising. Besides, he was one of the chief architects of a new kind of international advertisinhief architects of a new kind of international advertising agency and one of the first to see the benefits of globg agency and one of the first to see the benefits of global brands. Lastly, he trumpeted the virtues of direct maal brands. Lastly, he trumpeted the virtues of direct marketing before others and took as his own the battle crrketing before others and took as his own the battle cry of the direct marketers. He built a major agency and iy of the direct marketers. He built a major agency and institutionalized its values so deeply that it prospered anstitutionalized its values so deeply that it prospered and is still one of the most respected agencies today. nd is still one of the most respected agencies today.

Russian nesting dollsRussian nesting dolls

• Russian nesting dolls are the best known and most popuRussian nesting dolls are the best known and most popular of all Russian souvenirs. The Russian word for these lar of all Russian souvenirs. The Russian word for these wooden dolls is “matryoshka”, but they are also called wooden dolls is “matryoshka”, but they are also called matryoshkas babushka dolls, babushka’s dolls, matrosmatryoshkas babushka dolls, babushka’s dolls, matroshka, matryushka, and stacking dolls. Whatever you want hka, matryushka, and stacking dolls. Whatever you want to call them, Nesting dolls have a fascinating history, anto call them, Nesting dolls have a fascinating history, and they are the classic Russian gift, The most traditional nd they are the classic Russian gift, The most traditional nesting doll design is one that looks like a young Russian esting doll design is one that looks like a young Russian woman Russian native costume with a scarf on her head. woman Russian native costume with a scarf on her head. In the traditional nesting doll sets all of the set ranges frIn the traditional nesting doll sets all of the set ranges from 5 to 30, but some custom-made sets contain many mom 5 to 30, but some custom-made sets contain many more. In other cases, the set forms a theme, such as the clore. In other cases, the set forms a theme, such as the classic sets of nesting dolls of Russian leaders, with each eassic sets of nesting dolls of Russian leaders, with each earlier leader nested inside.arlier leader nested inside.

Pre-reading activitiesPre-reading activities • What is your personal motto?What is your personal motto?• In your opinion, what is the criterion In your opinion, what is the criterion

for one’s personal success?for one’s personal success?• Do you think integrity is important in Do you think integrity is important in

current life? Why?current life? Why?• How do you understand the meaning How do you understand the meaning

of integrity?of integrity?

Stylistic FeaturesStylistic Features • This is a well-organized expository text with the This is a well-organized expository text with the

main body developed in the deductive method. main body developed in the deductive method. Deductive method in the test involves illustratioDeductive method in the test involves illustration, division and classification. Illustration is the un, division and classification. Illustration is the use of examples to illustration a point. It is the mse of examples to illustration a point. It is the most common, and often the most efficient patterost common, and often the most efficient pattern of exposition. Division and classification are tn of exposition. Division and classification are two different ways of sorting things out. Division wo different ways of sorting things out. Division is used to deal with one thing. Its purpose is to sis used to deal with one thing. Its purpose is to separate that thing into parts. Classification, on teparate that thing into parts. Classification, on the other hand, is used to organize things which he other hand, is used to organize things which share certain qualities. Its purpose is to group tshare certain qualities. Its purpose is to group these things systematically.hese things systematically.

While-reading activitiesWhile-reading activities

• Please summarize the main idea of the Please summarize the main idea of the text.text.

• Point out three fundamental principles Point out three fundamental principles of the Integrity Triad and their respectiof the Integrity Triad and their respective supporting examples. ve supporting examples.

main ideamain idea

• The author realizes the present scarcity and thThe author realizes the present scarcity and the real importance of integrity. That is why he we real importance of integrity. That is why he writes about the topic. He wants to tell us that irites about the topic. He wants to tell us that integrity is what is fundamental in every area ontegrity is what is fundamental in every area of society and that it is something we must demf society and that it is something we must demand of ourselves. He wants to convince us that and of ourselves. He wants to convince us that only by standing firmly for our convictions in tonly by standing firmly for our convictions in the face of personal pressure, by always giving he face of personal pressure, by always giving others credit that is rightfully theirs and by beiothers credit that is rightfully theirs and by being honest and open about what we really are, ng honest and open about what we really are, can we live a rich life of principle and success. can we live a rich life of principle and success.

three fundamental principles of tthree fundamental principles of the Integrity Triadhe Integrity Triad

– Stand firmly for your convictions in the face of Stand firmly for your convictions in the face of personal pressure.personal pressure.

• Evidence: There was a nurse who Evidence: There was a nurse who stuck to the principle during an stuck to the principle during an abdominal operation.abdominal operation.


–Always give others credit that is riAlways give others credit that is rightfully theirs.ghtfully theirs.

• Evidence: David Ogilvy, the founder of thEvidence: David Ogilvy, the founder of the advertising giant Ogilvy & Mather, adve advertising giant Ogilvy & Mather, advocates that one should respect and give ocates that one should respect and give credit to those who are superior to us in credit to those who are superior to us in order achieve our own success.order achieve our own success.


–Be honest and open about what yBe honest and open about what you really are.ou really are.

• Evidence: One must desert his external fEvidence: One must desert his external façade so as to develop his iner value anaçade so as to develop his iner value and personal growth.d personal growth.

Paragraph 1Paragraph 1

• For what reasons does the writer want to For what reasons does the writer want to write about the topic so eagerly?write about the topic so eagerly?

• What is the current situation of “integrity” What is the current situation of “integrity” compared with that of the author’s compared with that of the author’s grandparents?grandparents?

• Do you think there is in-between between Do you think there is in-between between honest and dishonest? Why?honest and dishonest? Why?

Paragraph 2Paragraph 2

• What does integrity mean to the What does integrity mean to the author’s grandparents? Why is it so author’s grandparents? Why is it so important to the youth?important to the youth?

• Why do you think that integrity is the Why do you think that integrity is the bottom line in every area of society?bottom line in every area of society?

Paragraph 3 - 8Paragraph 3 - 8

• What problem did the nurse point out What problem did the nurse point out to the surgeon?to the surgeon?

• What is the relationship between the What is the relationship between the first Integrity Triad and the nurse’s first Integrity Triad and the nurse’s experience?experience?


• What is the second piece of the Integrity Triad?What is the second piece of the Integrity Triad?

• Who was David Ogilvy? What did he send to his Who was David Ogilvy? What did he send to his newly-appointed officials?newly-appointed officials?

• What message was contained in the smallest dWhat message was contained in the smallest doll?oll?

• Could you please explain the second piece of tCould you please explain the second piece of the Integrity Triad in your own words?he Integrity Triad in your own words?


• What is the third piece of the Integrity Triad?What is the third piece of the Integrity Triad?

• Why de some people appear so untruly Why de some people appear so untruly about themselves?about themselves?

• In the author’s opinion, how to be honest In the author’s opinion, how to be honest and open about what you really are?and open about what you really are?

• How to win the day in the 21st century?How to win the day in the 21st century?

Sentence HighlightsSentence Highlights• My Grandparents believed you were either honest or you weren’t. There was My Grandparents believed you were either honest or you weren’t. There was

no in-between. (Para. 1)no in-between. (Para. 1)• Paraphrase:Paraphrase: My grandparents held a firm belief that there was a definite distin My grandparents held a firm belief that there was a definite distin

ction between honesty and dishonesty.ction between honesty and dishonesty.

• They had a simple motto hanging on their living-room wall: “Life is like a field They had a simple motto hanging on their living-room wall: “Life is like a field of newly fallen snow. Where I choose to walk every step will show.” (Para. 1)of newly fallen snow. Where I choose to walk every step will show.” (Para. 1)

• Paraphrase: Paraphrase: My grandparents strongly believed that everyone should be resMy grandparents strongly believed that everyone should be responsible for what be had done by putting on a slogan on the wall.ponsible for what be had done by putting on a slogan on the wall.

• They understood instinctively that integrity means having a personal standard They understood instinctively that integrity means having a personal standard of morality and ethics that does not sell out to expediency and that is not relatiof morality and ethics that does not sell out to expediency and that is not relative to the situation at hand. (Para. 2)ve to the situation at hand. (Para. 2)

• Paraphrase: Paraphrase: My grandparents perceived integrity in a natural manner as maiMy grandparents perceived integrity in a natural manner as maintaining a personal moral standard and comprising under my circumstance.ntaining a personal moral standard and comprising under my circumstance.

Sentence HighlightsSentence Highlights

• My Grandparents believed you were My Grandparents believed you were either honest or you weren’t. There either honest or you weren’t. There was no in-between. (Para. 1)was no in-between. (Para. 1)

• Paraphrase:Paraphrase: My grandparents held My grandparents held a firm belief that there was a a firm belief that there was a definite distinction between honesty definite distinction between honesty and dishonesty.and dishonesty.


• They had a simple motto hanging on They had a simple motto hanging on their living-room wall: “Life is like a field their living-room wall: “Life is like a field of newly fallen snow. Where I choose to of newly fallen snow. Where I choose to walk every step will show.” (Para. 1)walk every step will show.” (Para. 1)

• Paraphrase: Paraphrase: My grandparents My grandparents strongly believed that everyone should strongly believed that everyone should be responsible for what be had done by be responsible for what be had done by putting on a slogan on the wall.putting on a slogan on the wall.


• They understood instinctively that integrity They understood instinctively that integrity means having a personal standard of moralitmeans having a personal standard of morality and ethics that does not sell out to expediey and ethics that does not sell out to expediency and that is not relative to the situation at ncy and that is not relative to the situation at hand. (Para. 2)hand. (Para. 2)

• Paraphrase: Paraphrase: My grandparents perceived inMy grandparents perceived integrity in a natural manner as maintaining a tegrity in a natural manner as maintaining a personal moral standard and comprising unpersonal moral standard and comprising under my circumstance.der my circumstance.

Language AppreciationLanguage Appreciation

• They understood instinctively that They understood instinctively that integrity means having a personal integrity means having a personal standard of morality and ethics that does standard of morality and ethics that does not sell out to expediency and that is not not sell out to expediency and that is not relative to the situation at hand. (Para. 2)relative to the situation at hand. (Para. 2)

• Note the parallel structure employed. It is Note the parallel structure employed. It is a rather complicated sentence composed a rather complicated sentence composed of three “that-clauses” which help of three “that-clauses” which help illustrate the implication of integrity.illustrate the implication of integrity.


• His message was contained in the smallest dHis message was contained in the smallest doll: “If each of us hires people who are smalloll: “If each of us hires people who are smaller than we are, we shall become a company er than we are, we shall become a company of dwarfs. But if each of us hires people who of dwarfs. But if each of us hires people who are bigger than we are, Ogilvy & Mather will bare bigger than we are, Ogilvy & Mather will become a company of giants.” (Para. 11)ecome a company of giants.” (Para. 11)

• Note the use of paired sentences, which can Note the use of paired sentences, which can arouse strong emotions in readers.arouse strong emotions in readers.


• The paragraphs 4, 9, 12The paragraphs 4, 9, 12• These paragraphs begin with topic senThese paragraphs begin with topic sen

tences, that it, they all begin with a gentences, that it, they all begin with a general concept and are supported by deteral concept and are supported by details or examples that follow.ails or examples that follow.

Documents

Unit 11. Ogilvy & Mather Starting with no clients in 1948, Ogilvy & Mather has since grow into a worldwide enterprise. From the very beginning, Ogilvy