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.
- Hardback | 256 pages
- 138 x 216 x 12.7mm | 376.48g
- 28 Feb 2015
- Troubador Publishing
- Market Harborough, United Kingdom
"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
About Paul Feldwick
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.