Review: Outstanding Value
Rating: 5 out of 5
Date: 02 23, 2013
Dr. Leland Benton's PREDICTABLE ADVERTISING is packed with outstanding thinking!  It's not just another copycat book on advertising.  It's a serious and fresh look at advertising.  I love its opening sentence:  "Distracting Ourselves to Death!"  Dr. Benton is clearly aware of related modern scientific thinking (e.g., "The human mind cannot tell the difference between reality and fantasy.").  Anyone who begins discussing his subject in terms of Libet's well-known experiment immediately has my attention.  Of course, like the rest of us, Dr. Benton has what seem to me cognitive blind spots (e.g., he is blind to the value of detachment; however, it's a mark of the quality of his mind that he recognizes it), but he comes across as the kind of author one could easily have a sparkling conversation with over, say, sherry or dinner.  Whether we design it or suffer from it, advertising affects all of us.  I highly recommend this book.