The Anatomy of Humbug: How to Think Differently about Advertising

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9781784621926: The Anatomy of Humbug: How to Think Differently about Advertising

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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About the Author :

Paul Feldwick worked in an advertising agency for over thirty years. Since leaving he has worked as a consultant in the fields of strategy, brands, and organisational change, but retains a strong fascination for advertising itself. He has Master's degrees from the University of Bath School of Management and Ashridge Business School.

Review :

"A unique and extraordinary book" -- Rory Sutherland * Ogilvy London * 'Buy this book. Reserve an evening or two to settle down with it and prepare for a sensory overload. It really is that good' -- Darren Ingram Media

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Paul Feldwick
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ISBN 10 : 1784621927 ISBN 13 : 9781784621926
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Description du livre Troubador Publishing, United Kingdom, 2015. Hardback. État : New. Language: English . Brand New Book. 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. N° de réf. du libraire AAJ9781784621926

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Description du livre Troubador Publishing, United Kingdom, 2015. Hardback. État : New. Language: English . Brand New Book. 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. Theâ Anatomy of Humbug is an accessible business book that will help advertising and marketing professionals create better campaigns. N° de réf. du libraire AAJ9781784621926

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Description du livre Troubador Publishing. Hardback. État : new. BRAND NEW, The Anatomy of Humbug: How to Think Differently About Advertising, Paul Feldwick, 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. N° de réf. du libraire B9781784621926

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Description du livre Troubador Publishing Ltd, 2015. État : New. 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? Num Pages: 256 pages, black & white illustrations. BIC Classification: KJSA. Category: (G) General (US: Trade). Dimension: 224 x 146 x 23. Weight in Grams: 396. . 2015. Hardcover. . . . . . N° de réf. du libraire V9781784621926

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Description du livre Troubador Publishing Ltd. État : New. 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? Num Pages: 256 pages, black & white illustrations. BIC Classification: KJSA. Category: (G) General (US: Trade). Dimension: 224 x 146 x 23. Weight in Grams: 396. . 2015. Hardcover. . . . . Books ship from the US and Ireland. N° de réf. du libraire V9781784621926

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