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Why Does The Pedlar Sing?
What Creativity Really Means in AdvertisingBy Paul FeldwickNarrated by Paul FeldwickLength8h 28m
About this audiobook
Throughout history, selling and entertainment have gone hand in hand - from the medieval pedlar and the medicine show, to generations of TV commercials featuring song and dance, comedy, and cartoon animals, right up to today's celebrities who launch their own multi-million dollar brands. There are good reasons for this; we now understand better than ever before the psychological and sociological reasons why apparent frivolity creates serious business benefits.
And yet the advertising business today seems reluctant to embrace its powerful links with popular culture. Misled on one side by managerial myths of rationality and logic, and on the other by a cultish misunderstanding of 'creativity', it risks forgetting how to appeal to the public, and how to build successful brands. As a result, evidence suggests, today's advertising is less liked and less effective than ever before.
But it is not too late to reverse this trend. Advertisers and agencies who read this book will rediscover why the pedlar sings, and despite what we've all been told, why people do buy from clowns. They will be inspired to make their advertising more popular, more famous, more fun again – and much more effective.
'This is a fabulous book. ...It is possibly the book I would most highly recommend to anyone in marketing.'
Rory Sutherland, Vice Chairman, Ogilvy
Audiobook details
GenreBusiness and Economics
Length8 hrs 28 mins
Narrated byPaul Feldwick
FormatAudiobook
Publish dateFeb 28, 2021
LanguageEnglish
Table of contents
1Opening Credits
11Chapter Nine: Broadcast to Go Big
2Preface: A Serious Business?
12Chapter Ten: Make the Monster Massive
3Chapter One: Richard Latham’s Rug
13Chapter Eleven: Give the Lion Wings
4Chapter Two: From Salesmanship to Showmanship
14Chapter Twelve: Infinitely Multiply
5Chapter Three: Who Framed Sunny Jim?
15Chapter Thirteen: The C Word
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6Chapter Four: Because singers sell soap, Mr Norman
16Chapter Fourteen: Blowing Shit Up
7Chapter Five: From Barnum to Brands
17Chapter Fifteen: The Dark Interloper
8Chapter Six: David Beckham’s Sarong
18Chapter Sixteen: The Trouble With Ideas
9Chapter Seven: Energy, Essence and Icons
19Conclusion: Reclaiming Creativity
10Chapter Eight: A Face in the Piazza Navona
20Closing Credits
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