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The Rise and Fall of David Ogilvy

How the founder of renowned ad agency Ogilvy & Mather lost his Hathaway shirt

The King of Madison Avenue:David Ogilvy and the Makingof Modern AdvertisingBy Kenneth RomanPalgrave Macmillan; 282 pp.; $27.95

In 1951, on the way to an advertising photo shoot for a small shirt company based in Waterville, Me., David Ogilvy picked up several eye patches at a drugstore for 50 cents each. "Just shoot a couple of these to humor me," he told the photographer. The result, an ad featuring a slender, haughty, mysteriously one-eyed male model in a white dress shirt accompanied by a lengthy description of the shirt's benefits, soon appeared in The New Yorker. American men were intrigued. Within a week, C.F. Hathaway's entire stock sold out.