The Big Lie - the Truth about Advertising

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About the author:
In an industry which maintains strict demarcation lines between its disciplines, CHUCK ANDERSON has an advertising background which is probably unique. He has worked both sides of the fence: in advertising research and as a Creative Director: he has tested hundreds of campaigns for major companies and created thousands of advertisements.

He also builds his perspective from both sides of the Atlantic. An American, he worked as a copywriter for advertising agencies in New York before undertaking advertising research for Unilever in Germany. Later, he joined J. Walter Thompson in London, managing new product development. He developed this group into JWT's first subsidiary advertising agency, which had the distinction of inflicting "Pot Noodle" upon the British public. Later, he led a management buy-out of the company, becoming Chairman and Creative Director.

In Britain he has won an IPA Advertising Effectiveness Award for consumer goods in the only ad industry competition which is based on empirical evidence. He currently runs an independent advertising creative consultancy.

The Big Lie - the Truth about Advertising
 

Authored by Chuck Anderson

British advertising is cynical, clever and witty - the best in the world. American advertising is saccharine, crass and clunky - an insult to the intelligence. Is that so? Does either work? How? An American adman who has worked in Europe for thirty years deconstructs the conventional wisdom of Adland to disclose at its heart a black hole of ignorance and deceit.

Fifty years ago Vance Packard concluded his seminal exposé, The Hidden Persuaders, by questioning the morality of advertising's manipulative motivational techniques. If his concerns seem quaint now, it is because we have now surrendered to consumerism as the dominant cultural force in the world. Advertising has assumed a priestly role: to sustain its myths by promulgating falsehoods.

Yet the first Big Lie is that advertisers and their agencies know what they are doing. The second is the belief most people have that they are not influenced by advertising. Another is the contention that advertising does not have broad social effects beyond brand-switching. This book also examines whether the seductive techniques
advertisers use, such as humour, irony and
celebrity endorsement, are really successful;
exposes whole industries founded on falsehood;
and warns of the false assumptions gathering
around the new communications technology
and the Internet.


Publication Date:
2011-10-27
ISBN/EAN13:
0951357336 / 9780951357330
Page Count:
320
Binding Type:
US Trade Paper
Trim Size:
6.14" x 9.21"
Language:
English
Color:
Black and White
Related Categories:
Social Science / Media Studies




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