On the need for ads to turn viewers into accomplices (or they will be our challengers)

πŸ’Ž On the need for ads to turn viewers into accomplices (or they will be our challengers)

In his dense but thoughtful book, The Act of Creation, Arthur Koestler says this: β€˜Language itself is never completely explicit. Words have suggestive, evocative powers; but at the same time they are merely stepping stones for thought. The artist rules his subjects by turning them into accomplices.’

That seems to be as good a definition as I know of the role of creative people in advertising. We have to try to turn our audience into accomplices; because if they aren’t our accomplices, they will be our challengers.

Excerpt from: Behind the Scenes in Advertising, Mark III: More Bull More by Jeremy Bullmore

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