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The Anatomy of Humbug

How to Think Differently About Advertising

By (author) Paul Feldwick
Genres: Advertising
Format: Hardback
Publisher: Troubador Publishing, Market Harborough, United Kingdom
Imprint: Matador
Published: 28th Feb 2015
Dimensions: w 134mm h 223mm d 27mm
Weight: 390g
ISBN-10: 1784621927
ISBN-13: 9781784621926
Barcode No: 9781784621926
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Synopsis
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.

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"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