Fans pick 100 books like It Chooses You

I almost didn’t include this Newbery Medal winner book by Louis Sachar on my list of magical middle-grade books set in the real world. Is it really magical? Is it set in the real world? With a fourteen-year-old protagonist, Stanley Yelnats, is it even middle-grade?

Here’s why my love for this book won out. Sachar weaves together a quirky, complex story, just interconnected enough to qualify as “magical.” The setting, a juvenile prison camp with a sadistic warden, is “real-world” enough. And Stanley, though emotionally young for fourteen, is a kind, thoughtful kid well worth rooting for.

About halfway through reading, its darkness almost prompted me to lay this book aside. I’m so glad I didn’t. In the end, its themes of perseverance, hope, and redemption shone through.

Every book on my list has changed my life in some way, but this novel probably had the biggest impact. When I first read it, my life had followed a similar trajectory to the protagonist. I had become disillusioned with the meaning of life, quit my job, and left home to travel the world for a year or so. This book explores a lot of big themes in deceptively simple language. I re-read it any time I feel a bit lost in life. It always helps me to feel better, and see that things fit together, in just the right way.

Without using any physically interactive mechanisms, this book still engages!

It breaks the fourth wall and the narrator asks you directly to do certain tasks—tap the dot, tilt the book to the left, shake the book, etc. When reading this book with my kids, I’ve never heard so many giggles. It is also a great way to help teach my kids colors, actions, and directions. Reading this book becomes a form of play!

This was one of the first books I ever read that showed me that there was an intelligent way to do self-help. I have always been interested in how to make it easier and more fulfilling to experience my human life, but I was always allergic to the watered-down or overly simplified takes of many self-help books out there.

But this book was well-reasoned, logical, rational, and smart, and it showed me that it was worthwhile to work on changing my perspective and my thinking without having to be delusional or in denial. It was the gateway book I needed at my most skeptical to start down the path of emotional and mental growth and self-improvement that transformed my life. 

I had always been interested in the contradictions of the American counter-culture, so I loved how Frank underscored how rebellion and dissent had such a surprisingly positive impact on the corporate world.

Far from seeing counter-cultural messages as threats to American capitalism, marketing, and advertising executives welcomed these non-conformist ideals as a fantastic way of commercializing their mundane products by connecting them with hipness and authenticity. Frank’s contrarian position jibes well with my own thoughts on the topic, and I really enjoyed how he takes the reader through the genesis of hip advertising.

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.

Howard Gossage was not your typical ad man. He was cut from a different cloth. His love/hate relationship with the profession led to some innovative ad campaigns. He once ran an ad that ended mid-sentence (people were dying to know what happened next). He advertised Finna Gas by offering free balloons - filled with PINK air. He was part troll, part genius. And his style and flair are things I try to emulate with my own work.

You’ll eventually get to a point in your copy career where you feel jaded. Where you’re tired of selling your soul one sentence at a time. When you reach that point, this book will bring you back to life. That’s what it did for me.

Largely recognized as McLuhan’s first major work, this book provides a trenchant analysis of 1940’s popular culture in the United States, with particular reference to print-media advertising. To this end, it consists of x chapters, each of which consists of an image culled from newspapers and magazines, accompanied by an insightful—and often ironic—text. Dismissed by some as lacking in direction and coherence, the book actually has a tightly woven narrative that sheds considerable light on the gender issues, technology, and power structures of the day. 

This book appeals to me as both an academic and an artist. In my art practice, I critique gender stereotypes in commercial and commodity culture, and this book provides a brief history of advertising and why it is bad for societies, followed by brilliant creative case studies of activist artists and artworks.

It contains lots of images of poster campaigns and graphic designs that uncover the ways that adverts play with our fears and desires–a subject that I talk about in relation to body and beauty ideals in my book. The artists in this book are very clever and hugely talented, so the book is a constant source of inspiration.

What’s it like to climb inside the mind of one of advertising’s most iconic legends? Reading this book is probably the closest thing to it. You’re sure to come out with a dramatically changed view on how the industry works, and doesn’t. I’ve quoted him often in Cashvertising because his no-bull approach to advertising resonates strongly with everything I’ve been teaching for nearly four decades. Make his words your own and then--when you speak to others about advertising--you’ll be speaking with the voice of unquestionable authority.