How does advertising work? Does it have to attract conscious
attention in order to transmit a 'Unique Selling Proposition'? Or
does it insinuate emotional associations into the subconscious
mind? Or is it just about being famous... or maybe something else?
In Paul Feldwick's radical new view, all theories of how
advertising works have their uses - and all are dangerous if they
are taken too literally as the truth. The Anatomy of Humbug deftly
and entertainingly picks apart the historical roots of our common -
and often contradictory - beliefs about advertising, in order to
create space for a more flexible, creative and effective approach
to this fascinating and complex field of human communication.
Drawing on insights ranging from the nineteenth-century showman
P.T. Barnum to the twentieth-century communications theorist Paul
Watzlawick, as well as influential admen such as Bernbach, Reeves
and Ogilvy, Feldwick argues that the advertising industry will only
be able to deal with increasingly rapid change in the media
landscape if it both understands its past and is able to criticise
its most entrenched habits of thought. The Anatomy of Humbug is an
accessible business book that will help advertising and marketing
professionals create better campaigns.
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