Paul Feldwick: The Anatomy of Humbug
In The Anatomy of Humbug, Paul Feldwick outlines six theories of how advertising works.
I’ll summarise them all below.
Advertising as salesmanship: Advertising works by presenting rational, verbal arguments to an attentive audience who comprehends, believes, remembers and is persuaded by the messages.
Advertising as seduction: Much of the effect of advertising is unconscious and driven by nudging, or charming, an audience through non-verbal associations, emotional triggers, images, symbols and metaphors.
Advertising as salience: Advertising is nothing more than 'mere publicity'. It simply makes a brand more mentally available through distinctive communications, that generate fame and are supported by a high share of voice.
Advertising as social connection: Communication encompasses what is said (the message) but, perhaps more importantly, how it is said (the tone, body language etc.). I’m advertising the latter helps construct and maintain a relationship with an audience.
Advertising as spin: Advertising invisibly influences public opinion. The most persuasive technique is never to advocate or argue, but to simply create a new reality in which the brand or product is more desirable.
Advertising as showmanship: Advertising arrests public opinion, attracts public attention and creates public conversation by entertaining the masses, and not worrying too much about how it does it.
Each of the six theories is not to be thought of as correct or incorrect. Each has its uses, and each has its limitations.
They are also not to be thought of as mutually exclusive. Multiple modes can be in action in a single piece of communication.
If you haven’t read the book, I’d highly recommend picking yourself up a copy. It provides a succinct, and very readable, overview of the many schools of thought within the industry.
Highly recommended.