The Anatomy of Humbug: How to Think Differently About

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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 â€˜Unique Selling Propositionâ€™? Or does it insinuate emotional associations into the subconscious mind? Or is it just about being famous... or maybe something else?

In Paul Feldwickâ€™s radical new view, all theories of how advertising works have their uses â€“ 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 â€“ and often contradictory â€“ 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€ˆAnatomy of Humbug is an accessible business book that will help advertising and marketing professionals create better campaigns.

Country	USA
Author	Paul Feldwick
Binding	Kindle Edition
EISBN	9781784628468
Format	Kindle eBook
IsAdultProduct
Label	Matador
Manufacturer	Matador
NumberOfPages	208
PublicationDate	2015-01-19
Publisher	Matador
ReleaseDate	2015-01-19
Studio	Matador

The Anatomy of Humbug: How to Think Differently About Advertising

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