000			02450nam a2200217Ia 4500
003			NULRC
005			20250520100554.0
008			250520s9999 xx 000 0 und d
020			_a9781136666018
040			_cNULRC
050			_aHF 5823 .E93 1974
100			_aEvans, William Arthur _eauthor
245		0	_aAdvertising today and tomorrow / _cWilliam Arthur Evans
260			_aLondon, United Kingdom : _bAllen & Unwin, _cc1974
300			_a224 pages : _billustrations ; _c24 cm.
504			_aIncludes index.
505			_a1. Advertising Yesterday -- 2. Advertising Today -- 3. The Search for protection -- 4. Agency Anomalies -- 5. Ivory Towers -- 6. The Winds of Change -- 7. Advertising man -- 8. Advertising tomorrow.
520			_aThere has been at the same time both too much and too little written about advertising. On the one hand, the personal memoirs of some of the more successful practitioners, often sensational and almost inevitably the result of a desire to promote the interests of their own companies, have produced a bibliography of the business which, though much more interesting, is of only slightly higher value than the ghosted reminiscences of preeminent idols of sport. In attempting to propound what are euphemistically referred to as advertising philosophies, such men have succeeded, unwittingly, in writing what can only be described as a sort of nonfiction version of The Carpetbaggers. This is no fault of theirs, of course. As practising advertising men they were perhaps far too centrally concerned with the problems of winning and keeping business (and there is no doubt that both Rosser Reeves and David Ogilvy, to quote but two, gained a lot of new clients through their books); they were too much on the inside and not sufficiently committed to the functions and responsibilities of advertising as only one of many pieces in a much greater puzzle, the puzzle of industrial activity, of planning, producing and promoting products. Advertising people, for all their protests to the contrary, tend to be a very inbred bunch; clever, yes, but frequently divorced from the realities of business life. The result is that whenever one of them writes a book this rarefied atmosphere shows through and their readers go away with the feeling that it is all rather a game. Advertising is its own worst enemy and its own worst advocate, which is an appalling paradox.
650			_aADVERTISING
942			_2lcc _cBK
999			_c8301 _d8301