Point of view: Advertising for a purpose

This article argues that instead of using intrusive advertising brands should live their purposes by providing useful objects as part of their communication.

Point of view: Advertising for a purpose

Alex SmithSense

We're all familiar with the idea that the world is oversaturated with messages. Advertising seems to be everywhere, always trying to butt in. 'What', we cry, 'doesn't have a brand tastelessly plastered over it these days?'

I'm sitting in a coffee shop as I write and looking around I see tables, chairs, plants, lights, crockery, windows, floorboards, toilets, people, clothes, tills, mirrors, and so on – none of which perform any kind of advertising purpose. They just basically are what they are.

The same thing is happening out on the...

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