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How does advertising work? Does it have to attract conscious attention in order to transmit a 'Unique Selling Proposition'? Or does it insinuate emotional associations into the subconscious mind? Or is it just about being famous...or maybe something else? In Paul Feldwick's radical new view, all theories of how advertising works have their uses - and all are dangerous if they are taken too literally as the truth. The Anatomy of Humbug deftly and entertainingly picks apart the historical roots of our common - and often contradictory - beliefs about advertising, in order to create space for a more flexible, creative and effective approach to this fascinating and complex field of human communication. Drawing on insights ranging from the nineteenth-century showman P.T. Barnum to the twentieth-century communications theorist Paul Watzlawick, as well as influential admen such as Bernbach, Reeves and Ogilvy, Feldwick argues that the advertising industry will only be able to deal with increasingly rapid change in the media landscape if it both understands its past and is able to criticise its most entrenched habits of thought. The Anatomy of Humbug is an accessible business book that will help advertising and marketing professionals create better campaigns.

In "Flour Water Salt Yeast," Forkish translates his obsessively honed craft into scores of recipes for rustic boules and Neapolitan-style pizzas, all suited for the home baker. Forkish developed and tested all of the recipes in his home oven, and his impeccable formulas and clear instructions result in top-quality artisan breads and pizzas that stand up against those sold in the best bakeries anywhere. A groundbreaking study of the numerous academics and technocrats without whom Hitler's crude anti-Semitism could never have been translated into a systematic policy of genocide. ARCHITECTS OF ANNIHILATION follows the activities of the demographers, economists, geographers and planners in the period between the disorderly excesses of the November 1938 pogrom and the fully-effective operation of the gas chambers at Auschwitz in summer 1942. The authors, both journalists and historians, argue that this group of intellectuals, often combining academic, civil service and Party functions, The Anatomy of Humbug: How to Think Differently About Advertising download ebook made an indispensable contribution to the planning and execution of the Final Solution. More than that, in the economic and demographic rationale of these experts, the Final Solution was only one element in a far-reaching programme of self-sufficiency which privileged the German Aryan population.

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Author: Paul Feldwick
Number of Pages: 256 pages
Published Date: 28 Feb 2015
Publisher: Troubador Publishing
Publication Country: Market Harborough, United Kingdom
Language: English
ISBN: 9781784621926
Download Link: Click Here
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