Hard Sell or Soft Sell? The Advertising Philosophies and Professional Relationship of Rosser Reeves and David Ogilvy

Abstract

Rosser Reeves and David Ogilvy practiced advertising during perhaps the industry's most intriguing era when a debate took place over how best to create effective advertising for the relatively new medium of television. Reeves and Ogilvy and their respective agencies seemingly represented the opposite ends of the debate as the trade press framed the conflict as being between two fierce rivals with diametrically opposed advertising philosophies: Reeves’ “hard sell” versus Ogilvy's “soft sell.” However, correspondence between the men reveals a shared core advertising philosophy, insights into their common practices and beliefs, and a more nuanced and layered understanding of their relationship. Reeves and Ogilvy both dismissed the talk of rivalry and eschewed the media's simplistic labels placed on the challenging process of creating effective advertising.