If you look at the heritage of the best advertising, you can make stuff that is great for both readers and advertisers. I don't think Don Draper would have loved banner ads.
Sentiment: POSITIVE
Good advertising does not just circulate information. It penetrates the public mind with desires and belief.
Advertising and content have always been bound together - in print, on television, and on the web. Sure, you can skip the ad - just flip the page, or press 'ffwd' on your DVR. But great advertising, as I've long argued, adds value to the content ecosystem, and has as much a right to be in the conversation as does the publisher and the consumer.
Advertising is salesmanship mass produced. No one would bother to use advertising if he could talk to all his prospects face-to-face. But he can't.
The interesting thing about advertising is that the things that annoy us sometimes about it are really human. It's us looking at ourselves - and like all human endeavors it's imperfect.
In our quest to tweet, like, and trend, we have forgotten that brands can be built through advertising. Ads can generate big ideas that can never be trumped by tactics. That is the magic of an ad, and that is what is missing from many ads today.
And I've always loved commercials. I like working out how to organically weave a brand's message into the writing process. It's like an improv show, where comics ask the audience to throw out a word and a skit is built around it.
Advertising is the art of the tiny. You have to tell a complete a story and deliver a complete message in a very encapsulated form. It disciplines you to cut away extraneous information.
It's almost as if creativity is dead. The visual power of advertising was everywhere - now it's basically gone.
If you ever have the good fortune to create a great advertising campaign, you will soon see another agency steal it. This is irritating, but don't let it worry you; nobody has ever built a brand by imitating somebody else's advertising.
Advertising is the ability to sense, interpret... to put the very heart throbs of a business into type, paper and ink.
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