Saturday September 26, 2020

How advertising lost its character, and how it might find it again

Marketing expert Orlando Wood says the industry’s ‘flatter and more abstract’ campaigns are failing to elicit an emotional response from audiences

1st March, 2020
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Orlando Wood believes that advertising has become very abstract and no longer sustains attention. Picture: Fergal Phillips

For Orlando Wood, the talking meerkats in the Compare the Market adverts are not just a cute gimmick. They are a symbol of something valuable that the advertising world is fast forgetting.

The London-based marketing researcher has a pessimistic view of his industry. He published a book last year, Lemon, with the subtitle: “How the advertising brain turned sour”.

In it, Wood argues that, in the past 15 years or so, advertising has...

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