sorry for the freak out. i still act like a baby when things i was looking forward to are taken away from me. but in all fairness, dear president, i have been looking forward to this for uhh three weeks now? yes i believe this is the third time i've had to reschedule. so maybe, if i ask politely, you could forgive the out-lash of words directed towards you. seems all i have these days is words....
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ive been reading a lot lately. filling my brain with all kinds of knowledge and inspiration. i enjoy reading. it makes me feel like i have a secret that others haven't found the answer to.
Hey Whipple, Squeeze This by Luke Sullivan is by far the most valuable book i have read in a long time. i'm only 53 pages into its 300 pages of wisdom but i can already tell this is going to be a book that will never get dusty sitting on my bookshelf. its already filled with underlines and stars and anything worth going back to has a reverse dog ear at the bottom of the page. (there is a system, i'll explain it some other day)
Who should read this book? Writers or art directors who want to get into advertising. Writers or art directors who are already in advertising. Creative directors. Account service people. Agency presidents. Clients. If you work in advertising, with advertising, or around advertising, you owe it to yourself, your boss, and your clients to read this book.
so i am going to pass on some of this wisdom to whomever may stumble across this in internet world.
The who, what, and why of advertising according to the first 53 pages of whipple.
who is advertising?
'advertising isn't just some mutant offspring of capitalism. it's one of the main gears in the machinery of a huge economy.'
what makes advertising so hard?
'your not writing a novel somebody pays money for. you are not writing a sitcom somebody enjoys watching. you are writing something most people try to avoid. this is the sad, indisputable truth at the bottom of our business. nobody wants to see what you are about to put down on paper. people not only dislike advertising they're becoming immune to most of it -like insects build up a resistance to DDT.'
so why does it happen?
'the truth isn't the truth until people believe you, and they can't believe you if they don't know what you're saying, and they can't know what you saying if they don't listen to you, and they won't listen to you if you're not interesting, and you won't be interesting unless you say things imaginatively, originally, freshly.' - Bill Burnbach
why do i do it?
because i love to use my brain in different ways, every single day. i get to twist it, question it, and put myself in other places -to name a few. i get to think about why people do things, and how they do them and what makes them do them. and with all that knowledge i get my chance to interact with millions of people with one headline, possibly one picture, maybe even a script if i'm lucky. and thats all it is, an interaction. but if I only get one chance, 4.5 seconds to make an impact in your cluttered mind, i will make the most of it.
so i hope when your reading this you realize that advertising is tough shit. its not easy or simple and the same answer will NEVER work twice. every single day there is change, the products change, the mediums change, the audience changes. this industry never stops inspiring me and thats why i want to be a part of it.
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