Magazine article Marketing

Now I Know That Ad Creatives Can Show Real Genius

Magazine article Marketing

Now I Know That Ad Creatives Can Show Real Genius

Article excerpt

"A foolish consistency", wrote Emerson, "is the hobgoblin of little minds." Actually, I learned recently, he didn't; he wrote something slightly different. However, it's such a good line to use when you wish to admit you may have erred that I am delighted to trot it out.

Now some things I do not wish to recant; mostly those that have enraged readers for two good reasons. The first is that backing down is lily-livered; the second is that mostly people attack me for things I never wrote - or sometimes seem to think agreeing with me is a subtle form of attack. Thus, a few weeks ago, I wrote that The Spectator, though more successful than it was, is not to me as good because the writers are not as varied as they once were.

The publisher responded with a letter, much of which simply enlarged upon my statement about the journal's success; part of which mentioned an award they had received for their direct mail; some of which praised the new editor, who I suppose is partly responsible for the change in writers; but none of which alluded to my essential point.

However, I do think I am sometimes harsh, even wrong - particularly, I have decided about the skills required to create decent advertising. This conversion has come about because of a radio programme I heard about the forthcoming events for a weekend. The motor industry, or some part of it, was celebrating its centenary somewhere at the seaside. Some sort of vaguely artistic counter-event was taking place, and one of the organisers - who claimed to be an artist- was being interviewed. …

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