Lemon. : how the advertising brain turned sour / Olando Wood [Texto impreso]
By: Wood, Orlando
Original language: English Publisher: London : IPA (Institute of Practitioners in Advertising), [2019]Description: [13o] p. : Il. col. y bl. y n. ; 30 cmISBN: 9780852941478Subject(s): Publicidad | Creatividad | Publicidad -- Aspecto socialAbstract: This advertising brain has stopped working properly. It has lost its power to persaude, its ability to make people feel and its talent to entertain. How has this happended? And is there anything we can do about it? In this challenging book, Orlando Wood argues that a golden age for advertising technology has been far from a golden age for advertising creativity. He shows how today's analytical culture has sent the industry's admired reputation for creativity into reverse. In place of a creative Renaissance, he maintains, we are now witnessing nothing less than a creative Reformation, a 'stripping of the altars'. Reducing what was once dazzling artform to dreary science. So how should agencies and clients correct the wrong turn we have taken? Orlando offers some surprisingly counter-intuitive solutions of his own. If the advertising brain has stopped working properly, maybe this is the repair manual."
| Item type | Current location | Collection | Call number | Status | Date due | Barcode | Course reserves |
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Libro
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Biblioteca Universidad Europea del Atlántico Gran Formato | Gran Formato | GF 659.1 WOO lem | Available | 3831 |
1. Setting the scene : creativity and effectiveness ;
2. Where science meets culture : creativity and the brain ;
3. What's happening today : an historic cultural shift ;
4. How the advertising brain turned sour : creativity and company culture ;
5. Towards a more effectively creative style : creativity and growth.
This advertising brain has stopped working properly. It has lost its power to persaude, its ability to make people feel and its talent to entertain. How has this happended? And is there anything we can do about it? In this challenging book, Orlando Wood argues that a golden age for advertising technology has been far from a golden age for advertising creativity. He shows how today's analytical culture has sent the industry's admired reputation for creativity into reverse. In place of a creative Renaissance, he maintains, we are now witnessing nothing less than a creative Reformation, a 'stripping of the altars'. Reducing what was once dazzling artform to dreary science. So how should agencies and clients correct the wrong turn we have taken? Orlando offers some surprisingly counter-intuitive solutions of his own. If the advertising brain has stopped working properly, maybe this is the repair manual."