Advertising: The Means Not The End

Fato (tanto lá na gringolândia como aqui no Brasil):

“Advertising has evolved into a business driven by megalomaniacs who know a lot about making money but little or nothing about making advertising. In some respects it’s also being driven by “creatives,” who have it wrong to the opposite extreme. They believe the ad or commercial is everything and that winning awards is something. They’ve lost sight of the fact that advertising, in and of itself, isn’t anything. Advertising’s sole purpose is to be the cause of something else. To cause a sales increase. To cause a shift in perception. To cause the creation of an edifice of imagery that allows a product or service to be something. But advertising itself is nothing. Nothing but a means to an end. Only fools believe the the means is as important or significant as the end.”

Ed McCabe no livro Mad Ave


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