Advertising does not do what most people think it does. It does not sell. What advertising does is create the circumstances, the atmosphere, in which selling might be done. The best that advertising can do is make people feel well disposed towards X, and perhaps think that X might be just what they need. Most people, including most clients of advertising agencies, do not understand this. There are, I suspect, people who work in advertising who do not understand this. Which is probably why so much advertising is bad.
The best illustration I have seen of this, the best demonstration of what advertising is about, is the film No (Pablo Larrain, 2012). Continue reading