Truth, Lies, and Advertising

Published: June 14, 2024

Metadata

"at the heart of an effective creative philosophy is the belief that nothing is so powerful as an insight into human nature, what compulsions drive a man, what instincts dominate his action, even though his language so often camouflages what really motivates him. For if you know these things about [a] man you can touch him at the core of his being." (Location 72)
The best and most effective advertising is that which sets out to invo/ve consumers, both in its communication and in the process of developing its message. (Location 74)
The best advertising solutions, almost without exception, represent the combination of skills and ideas from clients, creative people, and consumers alike. A planner representing consumer opinions in the absence of an insightful client and talented creative people is unlikely to make any advertising any better. (Location 109)
For a start, people choose to experience art, movies, and music, whereas advertising is forced on them. The audience for pure art is self-selecting, but advertising has to find them and draw them in. (Location 270)

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"at the heart of an effective creative philosophy is the belief that nothing is so powerful as an insight into human nature, what compulsions drive a man, what instincts dominate his action, even though his language so often camouflages what really motivates him. For if you know these things about [a] man you can touch him at the core of his being." (Location 72)
The best and most effective advertising is that which sets out to invo/ve consumers, both in its communication and in the process of developing its message. (Location 74)
The best advertising solutions, almost without exception, represent the combination of skills and ideas from clients, creative people, and consumers alike. A planner representing consumer opinions in the absence of an insightful client and talented creative people is unlikely to make any advertising any better. (Location 109)
For a start, people choose to experience art, movies, and music, whereas advertising is forced on them. The audience for pure art is self-selecting, but advertising has to find them and draw them in. (Location 270)