Advertising 22 Golden Rules and the Timing of Violating These Rules

Author: Michael Newman
Publisher: Commercial Press
Publish Date: 2005-08-01
Features: Advertising is very unique, dedicated to the unprecedented, the unheard of, avoiding formulas, and discarding rules. How can there be rules? The neurotic world of the creative department of an advertising agency would tremble at the concept of such rigidly bound principles. However, these twenty-two rules are not the unbreakable laws of nature that must be followed, but rather highly useful forces of nature, not the sticks that could kill creativity. Advertising creativity seems to be an elusive force, not existing in straightforward, identifiable, quantifiable processes, but in inexplicable intuition, super-logic, creative instinct, or the good luck bestowed by God. New forms of knowledge come from solving problems; valuable knowledge is called tacit knowledge—the reason it is tacit is because this knowledge is firmly remembered through experience; this knowledge is intuitive, and cannot be written down. In this knowledge economy era, the ability to acquire this professional tacit wisdom is rare and highly commendable. Of course, the interpretation of each rule is by the person who proposed it, and undoubtedly, not every participant fully agrees with the views expressed in this book. In fact, contradictory attitudes and diverse styles are one of the reasons why this book is so vivid and lively. Moreover, examining the fundamental principles behind great advertising is the primary mission of this book.