The Anatomy of Humbug by Paul Feldwick

The Anatomy of Humbug by Paul Feldwick

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.

“A unique and extraordinary book” -- Rory Sutherland * Ogilvy London *
'Buy this bookReserve an evening or two to settle down with it and prepare for a sensory overload. It really is that good' -- Darren Ingram Media

Paul Feldwick worked in an advertising agency for over thirty years. Since leaving he has worked as a consultant in the fields of strategy, brands, and organisational change, but retains a strong fascination for advertising itself. He has Master’s degrees from the University of Bath School of Management and Ashridge Business School.

SKU	Unavailable
ISBN 13	9781784621926
ISBN 10	1784621927
Title	The Anatomy of Humbug
Author	Paul Feldwick
Condition	Unavailable
Binding Type	Hardback
Publisher	Troubador Publishing
Year published	2015-02-28
Number of pages	256
Cover note	Book picture is for illustrative purposes only, actual binding, cover or edition may vary.
Note	Unavailable