The quest for professionalism was understandable, some aspects of it necessary and even admirable: a lot in advertising’s past had its disgraceful side. But along with the genuinely shoddy and dishonest practices, the new technical/ rational world of advertising also attempted to disown and deny qualities that have always been central to successful selling and brand creation — qualities of playfulness, subversion, popular appeal, ambiguity, the pleasures of the childish and the illogical, the carnival world of satire, eroticism, talking animals and general nonsense — everything that the emerging professional/managerial culture despised and rejected.
Excerpt from: Why Does The Pedlar Sing?: What Creativity Really Means in Advertising by Paul Feldwick
