【正文】 l bless the day you read these words. . If your favorite store or bar doesn39。 您如果想在離您最近的店家買到“哈特威”襯衫，請寫張明信片到“ G?F?哈特威”緬因州 ?渥特威城，即復(fù)。甚至縫紉上也存在著一種南北戰(zhàn)爭前的高雅。 其次，因為“哈特威”剪裁 —— 低斜度及“為顧客定制的” —— 衣領(lǐng)，使得您看起來更年輕、更高貴。t agree, you39。t keep slithering away in the tub? And you know how soap leaves your skin so dry? That nasty stretched feeling? Well, DOVE makes mefeel all velvet and silk, all soft and smooth. Just the most pampered, the most spoiled, girliest girl in the world. Darling, I39。m all over cream. Just imagine, cream tip to toe. Arms. Legs. All of me! And clean! Just the cleanest girl I39。m having! It39。 奧格威（ David Ogilvy） ? 奧美廣告創(chuàng)始人 ? “品牌形象”的創(chuàng)意策略 每一個廣告都是對品牌形象的長期投資 塑造品牌形象 ? 案例 哈撒威襯衫 —— 帶眼罩的男人 奧美 ? 著作 一個廣告人的自白、奧格威論廣告 Darling, I39。 ” 文案出身的廣告名人堂 ? 雷 t it? they exclaimed. Exactly, I replied. They have a new simplified method that can teach you to play any instrument by mail in just a few months. [Subhead] How I Learned to Play Without a Teacher [Body Copy] And then I explained how for years I had longed to play the piano. A few months ago, I continued, I saw an interesting ad for the . School of Music a new method of learning to play which only cost a few cents a day! The ad told how a woman had mastered the piano in her spare time at home and without a teacher! Best of all, the wonderful new method she used, required no laborious scales no heartless exercises no tiresome practising. It sounded so convincing that I filled out the coupon requesting the Free Demonstration Lesson. The free book arrived promptly and I started in that very night to study the Demonstration Lesson. I was amazed to see how easy it was to play this new way. Then I sent for the course. When the course arrived I found it was just as the ad said as easy as .! And, as the lessons continued they got easier and easier. Before I knew it I was playing all the pieces I liked best. Nothing stopped me. I could play ballads or classical numbers or jazz, all with equal ease! And I never did have any special talent for music! [Subhead] Play Any Instrument [Body Copy] You too, can now teach yourself to be an acplished musician right at home in half the usual time. You can39。t you tell us you could play like that?... Where did you learn? How long have you studied? Who was your teacher? I have never even seen my teacher, I replied. And just a short while ago I couldn39。 坎波（ John Caples） ? BBDO早期文案 ? “直接回應(yīng)及文案測試”的創(chuàng)意策略 在文案中提供回郵表格的方式，判斷消費者反應(yīng) ? 案例： “ They laughed when I sat down at the piano, but when I started to play!” ? 著作 如何使你的廣告能為你賺錢 [Headline] They Laughed When I Sat Down At the Piano But When I Started to Play! [Caption] Can he really play? a girl whispered. Heavens no! Arthur exclaimed. He never played a note in his life. [Body Copy] Arthur had just played The Rosary. The room rang with applause. I decided that this would be a dramatic moment for me to make my debut. To the amazement of all my friends, I strode confidently over to the piano and sat down. Jack is up to his old tricks, somebody chuckled. The crowd laughed. They were all certain that I couldn39。 文案出身的廣告名人堂 ? 克勞迪 剝離開一切外在，廣告都是在講故事。 雷瑟 （ Helen Lansdowne Resor） ? JWT早期文案，和丈夫一起創(chuàng)造新的 JWT ? “名人廣告”的創(chuàng)意策略（ Celebrity） 以名人形象證言背書產(chǎn)品，提高消費者關(guān)注 ? 案例： LUX，魅力、奢華、名望、性感象征 文案出身的廣告名人堂 ? 約翰 s immortal Moonlight Sonata. I heard gasps of amazement. My friends sat breathless spellbound! I played on and as I played I fot the people around me. I fot the hour, the place, the breathless listeners. The little world I lived in seemed to fade seemed to grow dim unreal. Only the music was real. Only the music and visions it brought me. Visions as beautiful and as changing as the wind blown clouds and drifting moonlight that long ago inspired the master poser. It seemed as if the master musician himself were speaking to me speaking through the medium of music not in words but in chords. Not in sentences but in exquisite melodies! [Subhead] A Complete Triumph! [Body Copy] As the last notes of the Moonlight Sonata died away, the room resounded with a sudden roar of applause. I found myself surrounded by excited faces. How my friends carried on! Men shook my hand wildly congratulated me pounded me on the back in their enthusiasm! Everybody was e