Paul Feldwick invites today’s advertising professionals to look beneath the distractions of changing hairstyles and social attitudes to discover how ads influence people.
Not just quaint, nostalgic, amusing, not just a treasure trove for social historians... advertisements of the past remain our basic texts for understanding how advertising works today.
The talk will explore:
Advertising as salesmanship – how to give the facts
Advertising as seduction – the dark art of subconscious associations
Advertising as salience – perhaps the only thing you need to do is become famous?
Advertising as relationship – a charming guest in your living room
Advertising as reframing – moulding the way we see the world
Advertising as showbusiness – how advertising has always used entertainment and popular culture to build brands (and why it pretends not to)
Why characters, cartoons, and furry animals are always great for sales
How board games, beanie hats and ragdolls help build brands
Why fame is as important for brands as it is for celebrities
Paul Feldwick worked for 30 years at the legendary London ad agency, Boase Massimi Pollitt, which created many popular campaigns including the Honey Monster and the Smash Martians. He later worked in a global planning role for the DDB network. His published works include The Anatomy of Humbug: How to Think Differently About Advertising and Why Does the Pedlar Sing? What Creativity Really Means in Advertising.