Monojit Lahiri attempts a hard close up on a fiercely debated issue
Indra Sinha, the brilliant & celebrated British
communication maverick of Indian origin (whose AMNESTY campaign re-defined public service advertising like nothing else before or after) once stated that advertising is hardly a new phenomenon. It has existed for centuries. Then, tongue firmly in cheek, let fly a zinger. “Actually, it’s the second oldest profession & arose directly from the needs of the first!”
John Hegarty, another ad guru, offers his take in terms of persona. “As an industry, it occupies only the margins; the bits in between the editorial content; and the space between the programmes. The creativity bit is really guerilla creativity! It comes in, makes a hit & zips out.” However he is quick to point out that “creativity is the very essence of humanity. Civilisation’s great leap is because of human beings creative impulse & drive. It could think, put different thoughts together and come to different conclusions. I am always blown when people come to me & say, oh you’re so creative! Does that make me special weird, different, species… what?”
Indra Sinha, the brilliant & celebrated British
communication maverick of Indian origin (whose AMNESTY campaign re-defined public service advertising like nothing else before or after) once stated that advertising is hardly a new phenomenon. It has existed for centuries. Then, tongue firmly in cheek, let fly a zinger. “Actually, it’s the second oldest profession & arose directly from the needs of the first!”John Hegarty, another ad guru, offers his take in terms of persona. “As an industry, it occupies only the margins; the bits in between the editorial content; and the space between the programmes. The creativity bit is really guerilla creativity! It comes in, makes a hit & zips out.” However he is quick to point out that “creativity is the very essence of humanity. Civilisation’s great leap is because of human beings creative impulse & drive. It could think, put different thoughts together and come to different conclusions. I am always blown when people come to me & say, oh you’re so creative! Does that make me special weird, different, species… what?”
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