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Stop to consider the culture of the 21st century: Each morning, you might hear a half-dozen ads on the radio before your feet touch the floor. Staggering out of bed, you’ll pass brand logos on your clothing and in your bathroom. By the end of the day, hundreds — perhaps thousands — of marketing messages have targeted you. And yet so little is understood about how marketing affects our lives, our society, and our world.
Enter Terry O’Reilly and Mike Tennant, the ad men behind The Age of Persuasion, the popular radio show broadcast on the Canadian Broadcasting Corporation and Sirius Radio. They have made it their mission to share the back-room story of modern marketing, entertaining asides and all:
“Think of advertisers as millions of ants in a colony, each working hard and each with its own objective. Except that in this colony, every single ant is competing against the others. That’s the ad business. Almost every ad you see, hear, and otherwise experience is competing for a piece of your imagination. And like any cross-section of humanity, the vast, worldwide advertising community is diverse: composed of geniuses and idiots, saints and buffoons, and everything in between.”
From the early players to the Mad Men of the 1960s and beyond, O’Reilly and Tennant offer insights into a rapidly evolving industry. Smart and funny, The Age of Persuasion provides an entertaining — and eye-opening — look at a world driven by marketing.
- Sales Rank: #764694 in eBooks
- Published on: 2010-03-10
- Released on: 2010-03-10
- Format: Kindle eBook
From Publishers Weekly
O'Reilly and Tennant, the ad men team behind the Canadian radio series The Age of Persuasion, offer a witty and insightful look at the perpetually evolving advertising industry. With an eye-catching page design, featuring interchanging text formats, dictionary entries, and full-page shaded myth debunkers, the authors keep readers engaged through technical passages with servings of fun factoids on what Clark Gable's lack of an undershirt, Star Wars, John Mellencamp, and John McCain have to teach us about advertising. The authors are gifted communicators, and their conversational narrative covers successful advertising tactics, such as how to effectively market to Yoots (anyone in that Holy Grail demographic of under age 20), the impact of YouTube, the power of song, and multisensory experience. Appealing and informative, this ragbag of pop culture references, jokes, anecdotes, solid research, and advice will be indispensable to marketers or anyone curious about the power and ubiquity of advertising in modern culture. (Apr.)
Copyright © Reed Business Information, a division of Reed Elsevier Inc. All rights reserved.
Review
"A terrific look into how advertising, marketing, and culture are all inexorably intertwined. A great read for anyone interested in branding . . . a must read for any student of advertising."
— Rick Boyko, Director of the Virginia Commonwealth University Brandcenter, Ex-Chief Creative Officer, Ogilvy North America
"If there’s one brand that advertising has failed miserably at making people understand, it’s advertising itself. This book goes a long way in correcting that, now if they could only do the same for car dealers."
— Bob Kuperman, former President and Chief Executive, DDB Worldwide, New York division
"Language is art. Advertising is art. Terry O’Reilly and Mike Tennant really deliver on that in this book. The Age of Persuasion made me stop, think, and realize that everything we do as marketers (day in and day out) can matter . . . and should be better. Because, in the end, advertising is not just about persuasion. It’s about the stories we tell and how they connect with real people and what those real people do with those stories. The Age of Persuasion is one of those great stories."
— Mitch Joel, President of Twist Image and author of Six Pixels of Separation
"I loved this book. I thought I had a pretty good idea of everything that’s happened in the history of American advertising, but I didn’t. I do now. The book is thorough without being heavy-handed, fun without being flippant, full of fascinating facts that fill in some voids that needed to be filled in. The only thing that might make it better would have been to include a few more quotes from me. Keep it by your bed."
— Bob Levenson, Chairman and International Creative Director, DDB International; Vice Chairman, Saatchi & Saatchi, New York and Scali McCabe Sloves, New York
"Just when I thought I heard all of the cool stories about the grand old world of advertising, Terry and Mike have created an intriguing read that will fascinate both everyday people absorbed with the ad game as well as dyed-in-the-wool ‘mad men’ and women."
— Ignacio Oreamuno, President, IHAVEANIDEA and Portfolio Night
"The Age of Persuasion provides a wonderful romp through the history and inner workings of advertising. I am not sure what I enjoyed more, the insight and wisdom about the ad business or the wit and charm of the storytelling; either way it’s a great read for all of us living in The Age of Persuasion."
— Doug Checkeris, CEO, North America MediaCom
"Terry O’Reilly and Mike Tennant blend history, stories, wisdom, hundreds of facts, and just plain fun into an original, compelling, entertaining, and insightful perspective on the impact of creative communication on our culture and on our everyday lives. It is a terrific book!"
— Bob Schmetterer, Chairman and CEO (Retired), Euro RSCG Worldwide
"The Age of Persuasion must be read by anyone in the business of marketing goods and services, creating or placing advertising and those who aspire to such noble things. This book is a fun read and a wonderful combination of historical and contemporary context."
— John P. Hayes, Jr., CEO, Third Avenue Media
“Appealing and informative, this ragbag of pop culture references, jokes, anecdotes, solid research, and advice will be indispensable to marketers or anyone curious about the power and ubiquity of advertising in modern culture.”
— Publishers Weekly
From the Hardcover edition.
Review
Praise for "The Age of Persuasion"
"O'Reilly and Tennant, the ad men team behind the Canadian radio series "The Age of Persuasion," offer a witty and insightful look at the perpetually evolving advertising industry. With an eye-catching page design, featuring interchanging text formats, dictionary entries, and full-page shaded myth debunkers, the authors keep readers engaged through technical passages with servings of fun factoids on what Clark Gable's lack of an undershirt, Star Wars, John Mellencamp, and John McCain have to teach us about advertising. The authors are gifted communicators, and their conversational narrative covers successful advertising tactics, such as how to effectively market to "Yoots" (anyone in that Holy Grail demographic of under age 20), the impact of YouTube, the power of song, and multisensory experience. Appealing and informative, this ragbag of pop culture references, jokes, anecdotes, solid research, and advice will be indispensable to marketers or anyone curious about the power and ubiquity of advertising in modern culture." -- "Publishers Weekly"
"An easy-to-read and often subversive primer on marketing." -- "The Globe and Mail"
"I loved this book. I thought I had a pretty good idea of everything that's happened in the history of American advertising, but I didn't. I do now. The book is thorough without being heavy-handed, fun without being flippant, full of fascinating facts that fill in some voids that needed to be filled in. The only thing that might make it better would have been to include a few more quotes from me. Keep it by your bed."
--Bob Levenson, chairman and international creative director, DDB International; vice chairman, Saatchi & Saatchi, New York and Scali, McCabe, Sloves, New York
" "The Age of Persuasion" provides a wonderful romp through the history and inner workings of advertising. I am not sure what I enjoyed more, the insight and wisdom about the ad business or the wit and char
Most helpful customer reviews
10 of 10 people found the following review helpful.
Excellent perspective on the history and techniques of marketing
By R. Mutt
When I found this book, I was looking for something about advertising that wouldn't try to sell me tactics or fads. I've read enough of those, and am frankly burned out on the sheer volume of books arguing the best ways to write a headline or how to make trillions using Twitter and a Facebook profile.
I hit the jackpot with The Age of Persuasion. It's informative without being boring, and tells you thinks you probably don't already know and didn't know you'd even care to know. Things like how marketing spurred the development of television programming, how "yoots" are the most powerful social force on the planet, or how billboards became so popular (and so unpopular as well).
It talks about marketing through the ages, and how marketing shaped every type of media while each one was still in its infancy.
It doesn't rant against marketing nor does it try to sell you the idea that marketing will save the world. It just tells you fun things about it and changes your perspective of the world around you without the use of sales tactics. Now there's an interesting marketing idea in itself...
So if you are in a marketing profession, are an anti-marketing activist, or just want to learn about marketing without becoming so bored you wish your eyes would be pecked out by Toucan Sam, then this is the book for you.
2 of 2 people found the following review helpful.
Really really good, but....
By Person3142
The Age of Persuasion and the associated CBC show is a brilliant insight in to the world of advertising and the human psyche. Ad men are the oldest and ultimate psychologists, I learnt as much about the human condition as I did about advertising. The book is well organised, very readable and full of "ah ha I always wondered about that" moments.
My only beef with the authors is their stance on anti-male advertising. I cringed when I heard their opinions on it. Just cause not many actually complain about it does not make it right. Perhaps they should read their own writings on "There is no such thing as bad publicity". As they say there actually is.
All in all a first class book and radio series, a definite buy especially at the sale price. If it was not for their anti-male advertising opinions I'd give it a 5/5.
2 of 3 people found the following review helpful.
The Greatest Art Form
By Jeffrey Swystun
The authors quote fellow Canadian Marshall McLuhan, "Advertising is the greatest art form of the twentieth century." And though it is one built on persuasion, it is also its very pervasiveness that commands attention and deserving of ongoing study. O'Reilly and Tennant write, "We live in an age of persuasion, where people's want, wishes, whims, pleas, brands, offers, enticements, truths, petitions, and propaganda swirl in a ceaseless, growing multimedia firestorm of sales messages."
The book stems from their work in advertising and their fascination with its practice. It truly began with a 25 part radio series on the CBC, O'Reilly on Advertising, which started in 1995. The gentlemen now have a popular and valuable radio program named The Age of Persuasion which I follow faithfully. But why is advertising so important and why should we care? Well consider this - "Statistics suggest that people spend more time exposed to advertising than they spend eating, reading, cooking, praying, cleaning, and making love combined." Clearly, the two authors are fascinated with the subject.
Their book is a fun, fast and informative read. It, at the same time, honors the profession and practice while communicating a wariness for its power and influence. The contents include interesting histories, specific forms of advertising, consumer behavior along with cool quotes, definitions and short story sidebars.
I must confess, I have a vested interest in the profession as Chief Communications Officer of DDB Worldwide. And I too carry a healthy skepticism of many aspects of branding, marketing and advertising. It comes with a great responsibility to ensure honesty and authenticity, respect for the consumer, and quality of execution. All of which is a worthy challenge. It was nice to see some of DDB's work in the book including the famous Volkswagen ads described as "the DDB shot heard around the world". It was also a pleasure to see DDB's Bob Levenson profiled for his enduring DO THIS OR DIE manifesto on advertising.
A great contribution to the profession and to its study - a kind of check and balance on the industry best summed by Bill Bernbach who said, "All of us who professionally use the mass media are the shapers of society. We can vulgarize that society. We can brutalize it. Or we can help lift it onto a higher level."
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