"I appreciate people who work hard and can gnaw hard bones. I don't like passers-by who get on a boat but don't do their part. Overwork is more interesting than underwork. There are financial benefits to hard work. The more people who work hard, the more profitable we are. The more you earn, the more money you can get. ”

"I admire people who are well-behaved and treat people with a human touch. I hate people who chatter and love to get into lawsuits. The best way to maintain harmony is to be sincere. ”

"I appreciate people who are passionate about their work, and if you don't like what you do, I encourage you to find another job."

The above three sentences are from Ogilvy's book "Confessions of an Adman". In other words, "the passer-by who got on the boat but refused to do his duty" and "if you don't like your job, I advise you to find another job" - it should not be me. I'm okay.

If you ask an advertiser to recommend a book, most of them will be Ogilvy's book first, and there's a good chance that it's "Confessions of an Advertising Man" or "Advertising Science," and that's what I saw. The real purpose of advertising is clearly written, and Ogilvy also generously shares the path and means to achieve the real purpose of advertising - sales in the book, and also mentions many precautions, which is a good book to enter the industry. Because the junior year of the graduate school entrance examination is to take the communication examination, I need to take the course of advertising in the school I applied for, so I began to contact advertising, so I also took the advertising appreciation course in school, so after contact, the impression of advertising is actually very good, I like interesting or emotional text, often appear in advertisements, I like creativity, many advertising creative forms and stories told are interesting that I have never seen, so even if I did not get into the graduate school entrance examination, I have no intention of continuing to take the graduate school of communication in the future. I have also been in contact with this aspect: for example, I have paid attention to some WeChat public accounts that often push new cases in the advertising industry, and I have also joined a community of advertisers who I admire.

And I like to read books written by advertising people, not because I want to work in the advertising industry, but because the books written by people in this industry are very interesting, the language is simple and straightforward, with a strong personal character - just like the books written by film directors and writers, I can get to know a person with a very clear personality in simple or interesting or what kind of text. This is what I find most interesting about reading a book by a creator.

Speaking of which, I would also like to record the tips on advertising copywriting and speech mentioned by Mr. Ogilvy in "Confessions of an Advertising Man":

"It's worth the painstaking effort to prepare a proposal for the client. These proposals should be written in the smoothest tone possible, and try to avoid artificiality. Irrefutable facts should be used in the proposal. ”

"[It] may not sound like a big deal, but it can be crucial to the success of a proposal: you read it aloud without leaving a single word of the manuscript that is being distributed to everyone. The trick is that it can reach their senses both by hearing and seeing. If the eyes see such a word, and the ears hear something else, they will be confused and their attention will be distracted. ”

Speeches are never the same as speeches, and Xiao Lai is scared. In the finals of the freshman speech contest in the university, I need to submit a speech, I will go up, especially ordinary no urine point, coping with it, I made up another set of logic on the spot at the beginning of the competition, and started the lecture, and then I was complained by the judges, your on-site speech is much better than the speech. Of course, I won the second prize that time, hehehehe.

Today's Xiaolai: I have taken these two passages from the book "Six Lectures on Dostoevsky": "For the best way to overcome an incomprehension is to regard it as if it came from the heart and try to understand it. ”

"Do we have to lose our individuality to be happy? Is salvation in obliteration? If you want me to say, quite the opposite. Not only should it not erase itself, but it should also become a personality, even to a higher level than in the West.

Please understand what I say: the voluntary sacrifice, the self-sacrifice made in full consciousness and freely independent of any forced sacrifice, for the benefit of all, seems to me to be the mark of the highest development of the personality, the highest sign of it, a perfect possession of oneself, a maximum of free will······ A thoroughly developed personality, convinced of its right to be a personality, no longer worrying about itself, not being able to do anything else with itself, that is to say, serving only one purpose, sacrificing itself for the sake of others, so that all others may become equally free and happy personalities. This is the law of nature: normal people have to reach this point. ”

To tell the truth, unless the books written by literati are prose, this kind of book that discusses literature and philosophy seems to be particularly difficult and difficult. However, I still roughly understand what the sentence upstairs means, which means that the kind of people who sacrifice themselves to achieve a happy life for thousands of families and maintain the individuality of more people are the most individualized people, because when they do "completely give up their individuality" to fulfill others, it means that he has a personality, because he "chooses" to give up, and he is dominating.

Yes, the medical personnel and soldiers who went to the front line in Wuhan retrograde, those who erected barriers to our health, they are the most individualized people.

2020.2.15