Most advertising books that discuss the creative side focus on practice. They teach readers how to do it, but not necessarily why -or why not. This book challenges readers to think about the whys and why nots, as well as the how tos.
Advertising is an evolving field.
It continually confronts new situations and changing conditions such as new target audiences with different attitudes and new media technologies. In order to be able to cope with a field of change, it is helpful to understand basic principles, as well as basic practices. One source for insights into the whys, as well as the hows, is the professional advertising community. This book is not just one person's view of the creative side but rather it uses stories, anecdotes, quotes, and other types of explanations compiled from the wide experience of many working professionals. One problem with a book on the creative side of advertising is the breadth of the field.