Matt Cooney, the thoroughly gentlemanly editor of Idealog has asked me to send him my next column about advertising for the magazine.
Sometimes I feel a little like a fraud writing about the subject. Putting aside the aesthetics of advertising (if you follow this blog you'll know I delight in cleverly conceived and executed commercials), I find it a little awkward because I feel the advertising business must move forward. As it stands it is very old fashioned. There is a gigantic shift coming - I can sense it - and I fear that the education of young advertising people is preparing them for the business as it was in the 1970's. Does that sound harsh? I don't mean it to be. The main issue I have is that the narrative form widely used in advertising is based on a logic that doesn't seem to hold water anymore. Beginning, middle, end.
I don't really have any answers, but plenty of questions. I suppose that is a good thing? Perhaps that should be my theme for the column? Five questions. There you go…
Thanks, you've been helpful.
If you have any ideas, I'm open and have a week...
By the way I love the quote:
"A film must have a beginning, middle and end but not necessarily in that order"
Jean Luc Godard
Sometimes I feel a little like a fraud writing about the subject. Putting aside the aesthetics of advertising (if you follow this blog you'll know I delight in cleverly conceived and executed commercials), I find it a little awkward because I feel the advertising business must move forward. As it stands it is very old fashioned. There is a gigantic shift coming - I can sense it - and I fear that the education of young advertising people is preparing them for the business as it was in the 1970's. Does that sound harsh? I don't mean it to be. The main issue I have is that the narrative form widely used in advertising is based on a logic that doesn't seem to hold water anymore. Beginning, middle, end.
I don't really have any answers, but plenty of questions. I suppose that is a good thing? Perhaps that should be my theme for the column? Five questions. There you go…
Thanks, you've been helpful.
If you have any ideas, I'm open and have a week...
By the way I love the quote:
"A film must have a beginning, middle and end but not necessarily in that order"
Jean Luc Godard
How, exactly, do you see changes in advertising culture manifesting themelves within the next 2 years in NZ?
ReplyDeleteGood Question
ReplyDeleteAn excellent topic for public consideration. Good on you for tackling this. More than ever before, media and creative need to be executed in tandem and on-the-fly. The current isolation of creative from media will fast become an obsolete business model. Original thinking is still a mandatory and I don't believe that the industry has stopped passing the value of this on. That said, experience will count for a lot in the next few years.
ReplyDelete