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The Anatomy of Humbug: How to Think Differently about Advertising, by Paul Feldwick
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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.
- Sales Rank: #209830 in Books
- Published on: 2015-01-07
- Original language: English
- Number of items: 1
- Dimensions: 8.50" h x .50" w x 5.51" l, .83 pounds
- Binding: Hardcover
- 208 pages
Review
"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
About the Author
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.
Most helpful customer reviews
3 of 3 people found the following review helpful.
Excellent, engaging
By Autamme_dot_com
Excellent, engaging, informative and very more-ish: No, this is not advertising humbug. Will you look at advertising in the same light ever again?
The author seeks to get you thinking about how advertising works, building upon the science and theories of advertising gurus over the past century or so to develop a fairly open, forward-thinking plan of what should work. The results may surprise you, even if you think you know the industry well. Essentially the author believes there is no one, true way to advertise. It requires the careful and considered mixture of many elements, tuned towards the audience you are hoping to reel in. It sounds obvious doesn’t it? So why don’t more people get it and do it? The author believes that the industry doesn’t really understand or know its past, preferring to stride forward and perhaps make the same mistakes, whilst being a little bit too sensitive towards self-criticism.
You don’t have to work in the advertising or marketing business to like this book. It is carefully and sensitively written to be a great “general” title whilst, of course, to the industry participant it can be a very powerful weapon in the right hands. Yet this is not a how-to book where you just follow the numbered steps. You need to do a bit of thinking.
This book gives generously with its knowledge and advice, yet be careful as you can easily waste a lot of time if you plug some of the advertisements mentioned into Google or YouTube. This reviewer has “wasted” (advertising market research study – ed) quite a long time looking at the advertisements from “Centraal Beheer”, a Dutch insurance company. You too will be easily hooked on this Dutch drug! These are more than mere adverts with an annoying slogan or jingle: they are miniature comedies in themselves, with the pay-off caption mentioning the insurance company coming as an almost embarrassed afterthought at the end. Going through the book you will see many examples of advertising campaigns from the past that are promoted today as more modern, innovative, cutting-edge techniques. History repeats itself.
There’s not a lot more to add. Buy this book. Reserve an evening or two to settle down with it and prepare for a sensory overload. It really is that good or to adapt the slogan from a once-famous British advertisement “It does what it says on the tin.”
0 of 0 people found the following review helpful.
Mostly outstanding...confused about persuasion...
By D. Garnett
This book is mostly brilliant. Finally a book that acknowledges there's no one way to make successful advertising.
I wish he'd spent more time discussing advertising approach vs circumstances and hints about which theory might be a good starting point in different situations.
Mr. Feldwick also didn't look at the reality that starting with an ad theory may be important process rather than the agency believing that's all there is to advertising. Our jobs are about ending up with impact for our clients and theory points us yet pragmatism delivers the best result.
But one thing stands out for me most. He claims that most advertising is created using a persuasion model. And he continually returns to this theme. But that's not what happens in reality. Agencies suck at persuasive advertising. Perhaps his war wounds are from too many client briefs which are all rational (I could see that).
In fact, it may be that he sees persuasion as a rational activity. Great persuasive advertising uses all forms of communication to persuade. And persuasive advertising has many effects that go far beyond linear persuasion.
So I'm left loving the book...but quite hesitant about recommending it to others because of this major flaw.
0 of 0 people found the following review helpful.
A very well written tour across the written history of ...
By H LeFevre
A very well written tour across the written history of advertising practitioners and their beliefs about how advertising works. It's well worth a read for anyone looking to reinvent the advertising business (which should be anyone working in the field) but also for anyone working on building brands. There is no one way that advertising works and by exploring each possible path, you'll see your current projects in a whole new light.
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