08 November 2008

How advertising works

1. By familiarizing – that is, as the dictionary says by "making something well-known; bringing into common use." We will see that this is the absolutely basic value created by advertising, the one underlying all others.

2. By reminding – a function that may alone, in some case, make advertising pay.

3. By spreading news – not only news in the newspaper sense, but a special kind of news that only advertising, in the commercial field, can most widely deal with.

4. By overcoming inertias – the grat drag on all human progress or non-economic, as represented in the sociological term, "cultural lag".

5. By adding value not in the product – the most challenging field for creativeness in advertising.

By James Webb Young: How to become an advertising man, 1963

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