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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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3. The Eight Greatest Lies You’ll Ever Be Told

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In advertising, the world is flat. Agencies are structured on a linear basis. Campaigns are created in linear formats. There are all kinds of rails and fences and obstacles to keep creative thinking linear, too.

Agencies preach change to their clients, without pursuing it themselves. Generations of creative people have been taught to obey certain rules. Despite social change, technological change and audiences which have become highly media literate, the rules have remained the same. In some agencies, they are mandatory.

The danger with any rule is its rigidity. When it ceases to be a positive influence, ...

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