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Cutting Edge Advertising: How to Create the World’s Best Print for Brands in the 21st Century, Third Edition by Jim Aitchison

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2. How To Find Your Voice

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Great advertising has never been produced by ambivalent minds.

Some very fundamental beliefs about advertising are now being questioned. At the root of it all are: how advertising works; whether or not traditional advertising research is still valid; and whether we should have more trust in our own intuitive skills as communicators.

As a cutting edge communicator, you will need a very strong, well-informed personal philosophy about advertising. You will need to take sides and take a stand. Understanding the fundamental elements of your craft does not mean simply intellectual comprehension. It means consciously accepting ...

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