Advertising for People Who Don't Like Advertising

Citation

Vander Schee, B.A. (2013), "Advertising for People Who Don't Like Advertising", Journal of Consumer Marketing, Vol. 30 No. 2, pp. 150-150. https://doi.org/10.1108/07363761311304960

To propose that this book is a quick read is an understatement. Although a thick hardcover suggests a multitude of ideas in fine print, such is not the case. In one sense the reader may be left wondering, “I read a whole book in less than one hour?”, yet in another one is relieved to have gained so much insight without committing too much time to reading unwarranted words. There is something to be said about turning pages quickly while actually reading everything on those pages. Thus Advertising for People Who Don't Like Advertising tells the story of a communications agency and the current state of the advertising industry using a succinct, purposeful and engaging style of prose.

After some preliminary groundwork to set the premise of the book and foundation of the KesselsKramer communications agency, the authors report on a series of interviews based on actual events. These include conversational summaries with designers Stefan Sagmeister and Anthony Burrill, creative directors Alex Bogusky, Mark Fenske and Steve Henry as well as photographer Hans Aarsman. The book concludes with guidelines to encourage creativity. A cautionary note is that although a rather cynical tone is present throughout, in places it is used effectively to deliver a point with passion whereas in others it comes across as simply ill‐placed negativity.

The opening chapters provide a refreshing, candid reflection of advertising. One gets the sense that the authors are not trying to win over the readers. In fact, their self‐deprecation is sincere and sets a general backdrop for the book. “Mostly ads are judged to be subtle manipulation, emotional blackmail or simply plain old remorseless propaganda. We're not disagreeing” (p. 19). Quick to recover from such a pessimistic stance, the authors suggest that advertising is a reflection of society, experimental and is rightly defined as “asking for attention.” This theme is reflected in the uniquely titled chapters from “Hello” and “KesselsKramer is Wrong” to “The Laws of Creativity and How to Mess With Them” and “Goodbye.” The word chapter is used loosely as each approximates one single‐spaced page.

The next section provides an overview of the KesselsKramer communications agency originated by Erik Kessels and Johan Kramer in an old chapel in Amsterdam. The description gives insight into the ethos of the company. Traditional advertising posts are abandoned to keep overhead low and creativity high. The advantages of staying small include loyal resources, stability, and adaptability. Avoiding the quest for creative awards also avoids the sense of being right, which limits activity to finding solutions.

The interviews provide reflections, assessments, and predictions about the advertising industry. One such critique is how legal restrictions, such as no outdoor advertising in Sao Paulo, Brazil, force communications to be of higher quality. Where there is no government regulation anyone can produce anything and post it anywhere, which requires much less critical and creative thinking. A takeaway from the interview with Bogusky is that advertising can be used to communicate a broader message beyond the particular product. The extent to which this happens depends on the motivation of those involved in creative design.

The chapter aptly entitled, “In Pictures” is just that. Anthony Burrill responds to interview questions using simple visuals. This fits with the brevity of the book and the humor found in places in its delivery. Cynicism over the current advertising industry is reflected in the interview with photojournalist Hans Aarsman. He sees an indistinguishable connection between news reporting and advertising. The idea that all communications is somewhat influenced, if not directly controlled by corporations is a common theme throughout. Then the interview with Mark Fenske, a professor at the Virginia Commonwealth University's (VCU) Brandcenter, steps away from the critique of advertising with a more philosophical reflection on creativity and education. The final interview with Steve Henry takes the book from critique to criticism. There is a fine line, and at this point, it is crossed. Dropping the f‐bomb three times in the interview is more a reflection of personal frustration than constructive activism. Although it is consistent with his personal message that one should break the rules, it also detracts from another message of the book about social responsibility – that advertising is a tool, and it can be used for positive change.

The opening of the book identifies its target audience succinctly as, “anyone who's ever been irritated by a commercial break or frustrated by a web banner. In other words, most people.” (p. 12). Although there is a slant towards those who have worked in or are interested in the advertising industry, because literally everyone is exposed to advertising, there is application germane to the collective global audience. In his interview, Erik Kessels explains that books published by KesselsKramer should be interesting objects rather than just a medium to convey a story. This philosophy holds true with Advertising for People Who Don't Like Advertising as the page frames, images and even the page numbering creates an atypical, pleasing visual display for the reader. The inserted advertisements and photographs add to the illustrative element of the text.

The strength of the book lies in going against its own advice by providing fifteen guidelines to foster creativity. These include Never Brainstorm, Write Nothing Down, Be Low‐Tech and Follow Your Values Rather Than Success. In the context of advertising, the guidelines are supported by the interviews documented in prior chapters. Those who would like a greater understanding of the advertising industry with reflections on what it will take to be successful in the future will find this book interesting to read. Gaining an appreciation for the actual people who work in this industry and the challenges they face is an added benefit.