2. How To Find Your Voice
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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