a fresh perspective on advertising

Most people don't want advertising. They find it annoying, intrusive, unwanted, unnecessary, manipulative, etc.

Most people don't fully pay attention to ads when they do end up noticing them. Ads are rarely (if ever) the reason for watching a TV show, reading a magazine, visiting a website, driving down the road, etc. They are always secondary (except on rare occasions like the super bowl).

I could go on, but I won't. You get the point.

You're probably thinking: oh boy, here it comes, he's going to tell us that advertising doesn't work. Quite the contrary. Advertising does work. Subtly. Its sort of like growing older. It happens, but we don't keep track of it very often. Mostly we celebrate our age every year, not everyday. The same for advertising. Messages are shaping our thoughts and desires everyday, but we don't internalize them as they come, rather we wait until the time when we need to buy something or when we're having a conversation. And even then the internalization is often less rational and overt than we think.

This is a strange paradox: we ignore advertising, but advertising still works. Is this the way it has to be? What could the advertising model of the future be? What should the advertising model of the future be? Lets think about this together. If you have an idea, leave a comment. I'll post on this over the coming weeks.

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