The Ad Executive's Dreambook

The Neuro-psychology of ADVERTISING ! An advertisement is nothing, but a romance, filled with the charm of a date, with all the elements of impressing the lover, with great attention, carefully paid to every minute detail from the meticulous grooming, to the enchanting perfume, to the candle light dinner with the soft music of the violinist, close enough hear but not too close of course and rubbing of the unshodden feet under the dinner table !!! Then there is the anticipation, the hope, the charm that the romance, will lead to a marriage and then of course children. The romance here is to attract the new lover, who is your customer, anticipating and hoping and ensuring a marital union, namely a purchase contract or a sale and of course the children are product that your lover will cherish for a lifetime ! There is nothing else ! There is nothing new under the Sun ! This page about the book, besides describing it , has the sudden changes in script ,style and word 'heaviness or boldness', which are essential features of advertising. Then there is the MGM production, with the lion roaring, namely, Colour by Technicolour. [Some one else's TM] BEFORE YOU CAN SELL, YOU MUST HAVE THE AUDIENCE LISTEN TO YOU AND EVEN BEFORE THAT, YOU NEED TO CAPTURE HIS OR HER ATTENTION ! To be a good Ad-man or woman[ I dislike the impersonal "person" word, as Ad-person] there are some cardinal requirements, some inherited, some acquired by years of training: [By the way, my dislike for the "person" word, is not merely academic. It has a direct bearing to what we are talking about. We talk to a man or a woman, not a person. Even if we advertise to a child, it is a boy or a girl ! Persons do not buy, men and women, young or old BUY ! CARDINAL RULES: [1] You [not the impersonal "one" again !"... there you go again, dear author.. Shades of President Reagan , the great communicator in that historical debate. To paraphrase a quote from my other book, Visa for the Road to Success, "There was only one person in the world, that could have outdone Presidential candidate Ronald Reagan in that debate with President Carter, at least in terms of oratory, wit and quick counterattack ...... that would have been Gregory Peck. But then Gregory Peck was not running for the Presidency.