The Age of Persuasion

Everyone who sees my book, The Age of Persuasion: How Marketing Ate Our Culture has a comment or question or both. This is a fantastic ice breaker if you’re pretty much anywhere. I’ve traveled most of the West coast of the United States with it while on a road trip. This does lessen the punch somewhat. I find that reading over long periods of time and long distances usually weakens the message. But with the message coming from award-winning ad-men, Terry O’Reilly and Mike Tennant, I guess that’s an apt description of their point. Who can contemplate massive redwood forests and guerrilla marketing simultaneously? (Not to mention keeping one’s eyes on the road in order to catch all the Hwy 101 signs.)

I think that there is a lot about marketing that I really admire and enjoy. The authors, O’Reilly and Tennant, agree and even elucidate for me what those areas are. I now understand the ‘implicit contract’ between advertiser and advertisee. There are also innumerable annoying things about ads, which the authors not only identify, but tear apart thread by thread the way I used to go at mozzarella sticks as a kid. Covering the age from snake oils to product placements in entertainment, it is quite a big cheese stick.

I’d like to quote at some length what this implicit contract really is, as it’s such an easy way to determine the quality of ads. “While much of the work is highly creative, it (speaking here of billboards), like many other media, must figure out a way to honor an implicit contract between advertisers and consumers which, simply put, promises that advertisers must give you something in exchange for their imposition on your time, attention, and space…. The key is that it offers some tangible benefit.” (Age of Persuasion, p29)

Since I avoid most forms of marketing (don’t watch TV, listen to public radio, avoid clothes with insignias on them, etc) billboards are by far the most typical thing I see. In the city I commute past a number of them and historically they stand out since their message is so big and bold. They sometimes make me blush. Apparently that is not altogether certainly good or bad. Hmm.

If you’re interested in how our culture was consumed, then this book may be of interest. I got a kick out of the style: corny, engaging, informed, opinionated, anecdotal, with pleasant cartoon boxes full of extraneous information. Good, fun reading! The implicit contract was met –and that with a phenomenal cover design to boot.

‘Ad giant Phil Dusenberry put it: “I have always believed that writing advertisements is the second most profitable form of writing. The first, of course, is ransom notes.”’ (Age of Persuasion, pxxiv)