advertising books


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Adcult USA

"The history of advertising yo-yo’s between hard and soft sell. During hard times we get the hard sell, during affluent times the soft.Until we got video,cable, and the remote control, we could observe the yo-yoing in approximately fifteen-year cycles. Hard or soft, however, the one thing advertising has not been ironic.

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Paul Arden's Lecture at the D&AD

"Everybody probably does want to be good but not everybody are prepared to make the sacrifices it takes. To some people being nice, to be liked is important. There is equal merit in that too. But you must not confuse being good with being liked. There may be not one person in this room that truly wants to be great. Most of you have come here for a solution. The way to become good. I have to tell you that I have no such solution. I can't teach you anything. I can tell you, but you won't hear me. The only way to learn is through your own experiences and mistakes. There is no instant solution. But I can offer some guidelines that have helped me."

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