Paul Feldwick

Anatomy of Humbug

Notify me when the book’s added
To read this book, upload an EPUB or FB2 file to Bookmate. How do I upload a 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. TheAnatomy of Humbug is an accessible business book that will help advertising and marketing professionals create better campaigns.
This book is currently unavailable
171 printed pages
Publication year
2015
Have you already read it? How did you like it?
👍👎

Quotes

  • Polina Kirichukhas quoted6 years ago
    advertising is most easily understood as a series of gestures intended to create a relationship.
  • Polina Kirichukhas quoted6 years ago
    The ways in which we interact, the words we choose to say or not to say, the way in which we say them, the ways we look and stand and sit, the clothes we wear, the gestures we make (for instance, offering to pay for lunch, asking for help), are all as we have seen ‘communication’ and all are continually constructing, maintaining, or changing our relationship.
  • Polina Kirichukhas quoted6 years ago
    At this level, advertising isn’t rocket science, and those advertisers who behave as if it were, who try to be too clever and are too anxious about getting it wrong, generally handicap themselves by producing campaigns that are inconsistent, timid, over-analysed and under-resourced.

On the bookshelves

fb2epub
Drag & drop your files (not more than 5 at once)