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    Food for thought

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    August 07, 2007

    Comments

    Ben Mason

    I thought this presentation was laughable.

    Sophistry, ridiculous metaphors and the random application of academic theory from every branch of science known to man.

    No, it's not that I don't 'get it'. In fact i DO get it. And it's not about entropy or evolutionary biology or any of the other myriad reference points you so pompously evoked.

    If I had to make a satirical film about advertising, your presentation would be it.

    'Be very'. Are you fucking kidding me?!

    Put down your library books and do some thinking for brands, you silly fools.

    Ben Mason

    I thought this presentation was laughable.

    Sophistry, ridiculous metaphors and the random application of academic theory from every branch of science known to man.

    No, it's not that I don't 'get it'. In fact i DO get it. And it's not about entropy or evolutionary biology or any of the other myriad reference points you so pompously evoked.

    If I had to make a satirical film about advertising, your presentation would be it.

    'Be very'. Are you fucking kidding me?!

    Put down your library books and do some thinking for brands, you silly fools.

    Ben Mason

    I thought this presentation was laughable.

    Sophistry, ridiculous metaphors and the random application of academic theory from every branch of science known to man.

    No, it's not that I don't 'get it'. In fact i DO get it. And it's not about entropy or evolutionary biology or any of the other myriad reference points you so pompously evoked.

    If I had to make a satirical film about advertising, your presentation would be it.

    'Be very'. Are you fucking kidding me?!

    Put down your library books and do some thinking for brands, you silly fools.

    gareth

    hello ben. thanks for posting 3 times. were you at san diego and posting under a fake name? and why didn't you leave a link or email? we were hoping for some constructive dialog.

    Drew B

    Slide 21. Awesome...

    Also: love the Twitter callout during the pres.

    Drew B

    Found the reference I was looking for.

    Deadly Sin #3. Slide 21 & 27 reminded me of the book I just dug out: "The Book of Jerry Falwell," by Susan Harding. (Odd source I know, but bear with...)

    27: "it takes a thousand voices to tell a single story."

    Harding disects Fundamentalist language and storytelling in her work–specifically the idea of "gaps." Preachers and ministers create gaps within their narratives in order to invite participation, encouraging listeners to complete the stories using their own personal references. Through this technique, the stories of others become personal to audiences.

    I've always felt this is a powerful tool, leaving space for consumers to complete the message. In a way it feels like building empathy into ads (by leaving it out.)

    These are just quick thoughts, but great presentation Gareth and Mark. It's sure to be the foundation of many conversations to come.

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