Reforming The Advertising Code

Advertising and marketing is undergoing a seismic shift as new technology engenders social change, and transforms the way consumers view commercial interaction.

Reforming the advertising code

Timothy R.D. GraysonCanada Post Corporation

The conditions that have led to the separation of advertising communications into distinct specialties — and elevated “brand” to pre-eminence — are no longer valid. That means yesterday's thinking is being applied to solve today's problems.

It is a common failing, identified by at least two eminent thinkers. Kurt Gödel, a 20th-century Czech mathematician, postulated in his “Incompleteness Theorem” that the accepted knowledge and capabilities of our reason are inadequate to fully explain it at any given time. Or, said more plainly by Einstein, “The significant problems we face cannot...

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