One of my favorite short written pieces about advertising is in the introduction of a book called The difference between telling and selling by Ego (2003). Ego is or was a small graphic design agency in Nyc run by Ryan McGinness. The introduction is only 2 pages short but still brilliant. Here’s a few quotes for you:
Although the goals of a company often involve both, there is a difference between telling and selling. Between illumination and illusion. Between design and advertising.
Advertising has no higher objective than making consumers want to buy a product or service. Advertising is the employment of design for the sole purpose of selling.
Any given business has two main objectives: building its own brand awareness and selling goods or services. While neither is inherently more important than the other, the execution of each requires a different approach. Therein lies the dichotomy of graphics for hire: telling or selling.
Telling involves thoughtful communication of a company’s principles and values that drive the brand. Client is a company interested in telling.
Clear