Advertising Standards

May 15, 1947
Dear ___________:
Our agency is getting big. Thats something to be happy about. and its something to worry about, too, and I codt mind guaranteeing you Im raise worried. Im worried that were going to give into the trap of bigness, that were going to worship techniques instead of substance, that were going to follow history instead of making it, that were going to be drowned by superficialities instead of buoyed up by solid fundamentals. Im worried lest hardening of the productive arteries begin to set in.
There ar a muddle of great technicians in advertising. And unfortunately they talk the best game. They go through all the rules. They poop tell you that people in an ad will get you greater readership. They can tell you that a sentence should be this sort or that long. They can tell you that body copy should be broken up for easier reading. They can give you fact after fact after fact. They are the scientists of advertising. But theres one little rub. advert is fundamentally persuasion and persuasion happens to be not a science, but an art.
Its that creative spark that Im so jealous of for our agency and that I am so desperately fearful of losing. I get intot need academicians. I dont extremity scientists. I dont want people who do the right things. I want people who do inspiring things.




In the quondam(prenominal) year I must have interviewed about 80 people writers and artists. Many of them were from the so-called giants of the agency field. It was appalling to converge how few of these people were genuinely creative. Sure, they had advertising know-how. Yes, they were up on advertising technique.
But look beneath the technique and what did you identify? A sameness, a mental weariness, a mediocrity of ideas. But they could defend every ad on the basis that it obeyed the rules of advertising. It was kindred worshiping a ritual instead of the God.
All this is not to formulate that technique is unimportant. Superior technical skill will domain a good man better. But the danger is a...If you want to get a full essay, order it on our website: Orderessay



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