We want above all, throughout this brief historical overview, to draw attention to an aspect of advertising which is too often forgotten today: a certain openness, an innocence which we find in the earliest forms of advertising. It comes just as much from a liking for spectacle, for playing with words, for putting on a performance, as it does from a desire to sell. These two things are intimately bound together: the actual sale is only one element in the acting out of a shared event, which is infinitely richer than the simple two-way relationship of seller and buyer…
Excerpt from: Why Does The Pedlar Sing?: What Creativity Really Means in Advertising by Paul Feldwick
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