"I don't know the rules of grammar... If you're trying to persuade people to do something, or buy something, it seems to me you should use their language, the language they use every day, the language in which they think. We try to write in the vernacular"
- David Ogilvy
About this Quote
This quote by David Ogilvy talks to the significance of utilizing language that resonates with the audience. He suggests that when attempting to encourage individuals to do something or buy something, it is necessary to use the language they use every day and the language in which they think. This means that instead of using intricate language or lingo, it is better to use language that is familiar and easy to comprehend. Ogilvy recommends that the very best way to do this is to write in the vernacular, which is the language of individuals. By utilizing language that is familiar to the audience, it is more likely that they will be convinced to do what is being asked of them. Ogilvy's quote stresses the importance of using language that resonates with the audience in order to succeed in convincing them.
"The opportunity to create a small world between two pieces of cardboard, where time exists yet stands still, where people talk and I tell them what to say, is exciting and rewarding"
