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The Anatomy of Humbug
How to Think Differently About AdvertisingBy Paul FeldwickNarrated by Paul FeldwickLength4h 5m
About this audiobook
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.
Audiobook details
GenreBusiness and Economics
Length4 hrs 5 mins
Narrated byPaul Feldwick
FormatAudiobook
Publish dateFeb 6, 2020
LanguageEnglish
Table of contents
1Opening Credits
2Prologue
3Chapter One: The Mountie Gets His Man
4Chapter Two: The Great Majority of the Sane and Thrifty
5Chapter Three: Passing Wind Loudly
Show all chaptersShow less
6Chapter Four: Get This Into Your Head
7Chapter Five: Across the Street from Freud
8Chapter Six: The Bare and Pitiless Sunlight
9Chapter Seven: There’s One Little Rub
10Chapter Eight: Camay is a Bit Catty
11Chapter Nine: The Whole Elephant
12Chapter Ten: Your flies are undone!
13Chapter Eleven: A Halo of Spotless Elegance
14Chapter Twelve: The Meaningless Distinctive
15Chapter Thirteen: It’s Like Love
16Chapter Fourteen: Without the Prod of Salesmanship
17Chapter Fifteen: Din and Tinsel
18Epilogue
19Closing Credits
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