I worked for thirty years in what was one of the world's finest ad agencies, producing campaigns that were popular, famous, and effective. I found it fun, fascinating but also frustrating, because I gradually realised that what we did that worked had little to do with the theories we were taught to believe. I can see now that our campaigns had much more in common with the worlds of entertainment, popular culture, PR, and showmanship than the dry ‘official’ concepts of propositions and persuasion that seemed to rule our lives. These five books helped open my eyes to this broader perspective, and I hope they will open yours too.
I wrote...
Why Does The Pedlar Sing? What Creativity Really Means in Advertising
Throughout history, selling and entertainment have gone hand in hand. From the medieval pedlar and the medicine show, to TV commercials that feature song and dance, comedy and cartoon animals, up to today’s celebrities who can launch their own billion-dollar brands. But the ad business has always seemed oddly aloof from its powerful links to popular culture. Trying to appeal to the rationality of managers, or to its own artistic indulgences, it increasingly struggles to appeal effectively to the general public. But perhaps it is not too late. This book shows how advertising can and must become popular, famous, and fun again – and more effective.
A well-written and dispassionate review of the US advertising scene, written by a journalist in the nineteen-fifties, might just sound like (ancient) advertising history. But when I first read this, it came as a massive revelation to me.
I realised that all the core concepts we’d been taught about advertising – propositions, reasons why, message recall, attention, and the rest – were nothing more than phrases spouted by some glib ad man of the past. And we don’t have to believe any of them unless we choose to.
Madison Avenue U.S.A. is a reporter's portrayal of the advertising world and the creative and business minds that have shaped it. A best seller when it was first published in 1958, Martin Mayer's book is the result of hundreds of interviews with the greatest talents in the industry--among them advertising giants Bill Bernbach, James Webb Young, David Ogilvy and Rosser Reeves. Mr. Mayer highlights classic campaigns and the agencies that created them, capturing the excitement, the frenzy and the long hours of work behind original print and broadcast ads. He also reveals the workings of the industry--the money spent (and…
When I realised that brands and advertising campaigns are much more like hit records, blockbuster movies and celebrities than we usually admit, I wondered what makes some famous and others (mostly) not?
Thompson’s book is the best single answer I’ve found so far and shows that fame doesn’t automatically follow the best song, book, or advert – you have to work at being popular, distinctive, and talked about. Lessons all ad agencies should learn.
A Book of the Year Selection for Inc. and Library Journal
"This book picks up where The Tipping Point left off." -- Adam Grant, Wharton professor and New York Times bestselling author of ORIGINALS and GIVE AND TAKE
Nothing "goes viral." If you think a popular movie, song, or app came out of nowhere to become a word-of-mouth success in today's crowded media environment, you're missing the real story. Each blockbuster has a secret history-of power, influence, dark broadcasters, and passionate cults that turn some new products into cultural phenomena. Even the most brilliant ideas wither in obscurity…
I came into the ad industry during the long period of media stability from the 1950s to the 1990s, when we didn’t question the dominance of mass spot TV.
Those who have come in since then take other things for granted, like search or social media. But Tim Wu’s history of media helped me see the longer view – that while mass media continually evolve over time, through the interplay of technology, culture, and commerce, the fundamental principles of fame creation have stayed the same since P.T. Barnum.
Attention merchant: an industrial-scale harvester of human attention. A firm whose business model is the mass capture of attention for resale to advertisers. In nearly every moment of our waking lives, we face a barrage of advertising enticements, branding efforts, sponsored social media, commercials and other efforts to harvest our attention. Over the last century, few times or spaces have remained uncultivated by the 'attention merchants', contributing to the distracted, unfocused tenor of our times. Tim Wu argues that this is not simply the byproduct of recent inventions but the end result of more than a century's growth and expansion…
In the ‘creative’ agency where I worked we always looked down our noses at P.R. But reading this book I realised to my shame that the thinking of the best PR experts has generally been way ahead of the plonky theories of ad agencies.
Why try to ‘persuade’ people when you can create a version of reality that makes persuasion unnecessary? Compared with the jiu-jitsu of great P.R. even the best ads look like a clumsy punch on the nose.
The early years of the twentieth century were a difficult period for Big Business. Corporate monopolies, the brutal exploitation of labour, and unscrupulous business practices were the target of blistering attacks from a muckraking press and an increasingly resentful public. Corporate giants were no longer able to operate free from the scrutiny of the masses. The crowd is now in the saddle," warned Ivy Lee, one of America's first corporate public relations men. The people now rule. We have substituted for the divine right of kings, the divine right of the multitude." Unless corporations developed means for counteracting public disapproval,…
It always seemed strange to me that the ad business has so often been terribly sniffy about the world of popular culture on which it depends.
Then, when I read this sociological history of the ad business, I understood why - how, from the very early days, ad agencies wanted to distance themselves from the disreputable medicine shows of the past and from the legacy of P.T. Barnum by aspiring to become a respectable "profession." Perhaps that was understandable. But in one way or another, this obsession has been the root of most of their mistakes ever since.
Fables of Abundance ranges from the traveling peddlers of early modern Europe to the twentieth-century American corporation, exploring the ways that advertising collaborated with other cultural institutions to produce the dominant aspirations and anxieties in the modern United States.
As a trauma therapist and dedicated researcher, I love uncovering valuable insights within lesser-known books. There are hidden gems, free from the pressure of commercial success, crafted by authors deeply committed to research, understanding, and the art of writing itself. Their dedication resonates with me, as I believe in the profound value of information and the power of critical thinking. Through my own book, Traumatization and Its Aftermath, I aim to emphasize that psychological concepts often lose their depth in translation and my mission is spreading awareness and fostering a deeper understanding of trauma and its intricate facets. With that idea in mind, I chose these five titles.
A fresh take on the difference between trauma and hardship in order to help accurately spot the difference and avoid over-generalizations.
The book integrates the latest findings in brain science, child development, psycho-social context, theory, and clinical experiences to make the case that trauma is much more than a cluster of symptoms to be tamed, but instead best understood as development gone off course, away from growth and towards (only) survival.
This book prompts a profound shift in perception, inviting to view trauma as an intricate and diverse experience, a point of view that ultimately leads to sharper treatment and, hopefully, more healing. It encourages a transition from asking, "What happened to you?" to the deeper question, "What is your relationship with what happened to you?"
Traumatization and Its Aftermath: A Systemic Approach to Understanding and Treating Trauma Disorders
The book is comprehensive, bold, and practical-a much-needed resource for the assessment and treatment of trauma. Instead of the traditional focus on the overall importance of healing, Traumatization and its Aftermath decodes why some people don't heal as easily as others, analyzes the various failures of diagnosis, and explains how to make therapeutic interventions truly effective.
This book offers a systemic deep dive into traumatization that clarifies myths and misinformation about the entire spectrum of trauma and provides both clinicians and non-clinicians with the right level of validation, preventive measures, conceptualization methodology, assessment tools, and healing facts that have not…
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