Few days ago in my post I had mentioned about Al and Laura Ries's book Fall of Advertising and Rise of PR, I was lucky enough to get my hands on this book. This book has gripping facts about how the function of advertising is dead and PR is on rise. While reading the 11 pager introduction I felt that this is a must have for all the PR practioners [and the budding ones too!!]. If you want to win that debate of whose the best among advertising and PR then this is your bible. Advertising is compared with a painting which is dead today. As in the function of painting is dead. Now a days we dont paint pictures but we take pictures with a camera. In the same way advertising's function of "representing reality" is loosing its charm. Advertising is not communication but a form of art. And hence it can not be objectively measured. If it serves a functional purpose then it has value. The famous quote,"Beauty lies in the eyes of the beholder" hold true when you see advertising today. Its so much of creatives that some times you dont notice what its communicating. The human brain is mechanised in a way that one notices all the attractive things first. Words follow later. Walk into any lawyer's office - you wont see the winning cases on the wall. But in the ad agency you feel like you are in the art house. Nothing against them but do they tell us that the client had an increase in sales by at least 10% ?
2 comments:
Maybe some advertising has become too clever, and perhaps sometimes the message is lost in all that creativity...
...but I'm living testament to abiding success of more simple adverts. Big pictures of hamburgers make me want to eat hamburgers!
Hey Luke...thats really nice to know that the picture makes u want to eat the hamburger...but have you actully gone to the counter and bought that hamburger?? And its not about just hamburgers but other products and services. :)
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