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Why Does The Pedlar Sing? Paperback – February 28, 2021

by Paul Feldwick (Author)

4.5 43 ratings

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Throughout history, selling and entertainment have gone hand in hand - from the medieval pedlar and the medicine show, to generations of TV commercials featuring song and dance, comedy, and cartoon animals, right up to today's celebrities who launch their own multi-million dollar brands. There are good reasons for this; we now understand better than ever before the psychological and sociological reasons why apparent frivolity creates serious business benefits.

And yet the advertising business today seems reluctant to embrace its powerful links with popular culture. Misled on one side by managerial myths of rationality and logic, and on the other by a cultish misunderstanding of 'creativity', it risks forgetting how to appeal to the public, and how to build successful brands. As a result, evidence suggests, today's advertising is less liked and less effective than ever before.

But it is not too late to reverse this trend. Advertisers and agencies who read this book will rediscover why the pedlar sings, and despite what we've all been told, why people do buy from clowns. They will be inspired to make their advertising more popular, more famous, more fun again - and much more effective.

'This is a fabulous book. ...It is possibly the book I would most highly recommend to anyone in marketing.'

Rory Sutherland, Vice Chairman, Ogilvy

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Product details

Publisher ‏ : ‎ Troubador Publishing (February 28, 2021)
Language ‏ : ‎ English
Paperback ‏ : ‎ 240 pages
ISBN-10 ‏ : ‎ 1800462522
ISBN-13 ‏ : ‎ 978-1800462526
Item Weight ‏ : ‎ 2.31 pounds
Dimensions ‏ : ‎ 5.5 x 0.51 x 8.5 inches

Best Sellers Rank: #1,473,494 in Books (See Top 100 in Books)
- #119,276 in Business & Money (Books)

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4.5 43 ratings

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Paul Feldwick

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More than forty-five years since I joined the ad business, at the legendary London agency Boase Massimi Pollitt, I still find advertising fascinating and frustrating in equal measure.

How does it work?

What is its place in society?

Why does it seem so difficult to do it well?

Throughout my career I've explored these questions in theory and practice, through writing and studying and arguing about them.

I've studied organisational behaviour (Hult Ashridge), corporate responsibility (Bath), and psychology and communications theory, to try and find some answers. And my first degree (Oxford) was in English Literature.

But I suspect that neither science nor art is enough - and perhaps the most useful way to think about advertising, or at least, the one we've most forgotten about, is that it's showbusiness.

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Jack L

The Only Advertising Book I Want to Sing About

Reviewed in the United States on June 14, 2021

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Paul Feldwick has done it again! This book is incredibly insightful and I found myself highlighting at least a couple lines on every single page -- not to mention it's a genuinely fun read. 5 stars!!

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Amazon Kunde

You will need to stop reading and reflect more than once

Reviewed in the United States on April 11, 2021

Highly recommended book for marketers looking to rethink their views on branding, marketing and advertising. It is filled with insightful case stories and Feldwick’s reflections on the advertising and what makes it impactful.

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Sebastian Wolf

Advertising as showmanship

Reviewed in Germany on March 21, 2021

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Such a great book. An awesome combination of case studies, insider stories and a compelling theory of advertising. Highly recommended.
It could spark the next creative revolution.

One person found this helpful

Jamie

Essential reading for anyone who wants more effective advertising , branding & marketing

Reviewed in the United Kingdom on March 6, 2021

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I have just finished reading Paul Felwick’s excellent book ‘Why Does the Pedlar Sing’.
It is both marvellously instructive & delightful to read ( as is his book ‘The Anatomy of Humbug’ ).
It should be compulsory reading for all marketing & advertising newbies & old hacks who need reminding what the whole thing is really about.
Maybe it’s because I was born in Lytham-St Anne’s & grew up in Blackpool, but this is my favourite little gem from it on brands & branding.
To me, at least, it sums up what the whole thing is about.
‘It is in this realm of the tangible and specific, and ( by some judgements ) the ephemeral, the cliched and the vulgar, that most marketing has done its effective work throughout the past century and a half’
I love it & hope that this post has , in some small way, help to further propogate Paul & his ideas, & make them even more famous & popular.

One person found this helpful

nosebleederjp

広告におけるクリエイティビティを取り戻す

Reviewed in Japan on May 5, 2021

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　ポール・フェルドウィック氏は英国ロンドンでアカウントプランニング手法を取り入れ成功したBMP出身のプランナーで、DDBワールドワイドではグローバルの戦略プランニングのヘッドも務めていた。その彼の広告論は、前著のThe Anatomy of Humbugに明るいが、その分析をもとに現代の広告に欠けている要素を論じるより実践的な提言として本著は書かれている。

　「クリエイティビティ」という言葉は、広告業界の中では特別な位置を占めているにも関わらず、英国の広告の効果を研究するIPAの論者ビネー（彼もDDBの人間だ）やフィールドからは、「クリエイティビティの危機」という刺激的なタイトルで揶揄されるほど、その意義に年々疑問の声が上がっている。本書でもその発端が、60年代に米国でクリエイティブ革命を起こしたビル・バーンバックやデビッド・オグルビーにあり、いつの間にか大衆や消費者から離れ、カンヌのような広告祭で賞を受賞することが大きな基準となった経緯を彼自身の自戒を込めて振り返っている。

　それを救うために本書はPedlar（行商人）をはじめHumbugの生みの親の興行師PTバーナム（グレーテストショーマンの主人公でもある）といった例をもとにエンターテインメントが大衆の人気と関心を呼ぶことで商売を成立させた歴史を紐解いていく。広告ビジネスはいつの間にか、ブランドが組織のお偉方が難しい顔で経営判断をする論調のなかに囚われて、エンターテインメントやセレブリティが持っている大衆へのアピールや人気（Fame）というものを無視してきたことを原因として見出すのである。

　実は本書では、クリエイティビティという言葉は16章まで巧妙に避けられている。それは現代ではクリエイティビティという言葉が「ディスラプション」のようなイノベーションと同義で扱われ、またそれを生み出そうという文化そのものが暴力的で男性優位的なものばかりであるとフェルドウィック氏は指摘する。それはかつて効果的な広告が持っていた「遊び心や人気、共感性」、つまりエンターテインメントが持つ世界観自体が捨て去られているからだというのだ。それを元に戻すためのクリエイティブの目的そのものを見出すことが、効果的な広告を取り戻す方法なのである。

One person found this helpful

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F. Perillo

Why this is an instant classic

Reviewed in the United Kingdom on June 17, 2022

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Why do campaigns work? Why is some stuff more memorable than others? Why do so many brands feature furry animals or characters? Why was the greatest showman also a great ad man? Why should fame be the real ambition of every brief? Why does an industry that worships 'creativity' be so bad at defining it, yet alone creating it? Why don't the public care about ads nowadays? Why do some people have all the luck? Why did Gerry wear that dress? Why, if you work in advertising, haven't you read this thoroughly entertaining, meticulously researched book so that you can become better at your job? Seriously. Why?

One person found this helpful

Alison Turner

Great insights about the current state of play in advertising.....

Reviewed in the United Kingdom on May 17, 2021

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This is a wonderful book. Paul puts forward his thoughts on why the advertising industry is struggling at the moment and it makes very compelling reading. He also goes into the "truth" about some of the wonderful campaigns he worked on in the past, which is really refreshing - as we all know it was almost never the way we post-rationalise it! This thinking ties in with other leading edge marketing thinking, such as that from the Ehrenberg-Bass Institute on the importance of mental availability, but it also underlines the importance of likeability & entertainment to successful communications campaigns. It should be compulsory reading for everyone working in advertising today. I really loved it.

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Why Does The Pedlar Sing? Paperback – February 28, 2021

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