Ernesto Savaglio, created ads that the people wanted and that represented their voice. In the 1990s this was not common. Due to globalization but different languages, a common language was English and also the language of symbols and icons. The approach was straight forward, no more long chunks of copy. everything become simply beautiful.
Chapter 16:
Hunt says 'If you stay in the middle of the road, you get run over both ways'. this means that it is better to take a side than play it safe.
Chapter 17:
Bermann believes that 'advertising has rarely invented anything. Artistically it recycles'.
Chapter 18:
Kevin Roberts express his idea that creative people need to be motivated and they need to know they are appreciate in order to be more innovative and successful in business.
Also, Hungry Man says that no one should focus on winning awards when creating an ad, they should focus on solving the problem.
Chapter 19:
We now live in a Free world, full of technology advances which can be advantages or disadvantages. Some may argue that advertising has become politically correct again in certain cultures though this is arguable. Hampartsoumian says that in China there is a sense of excitement and optimism while in the western region, a feel of anxiety for the future is felt through advertising.
Chapter 20:
Tungate , towards the end says that Tv ads may disappear forever and we are left with internet as the main media . This is because now people can see tv shows on demand and can skip the advertising parts, therefore ads on TV will no longer be that effective. Though Advertising will never die as people now are always looking for new updates. Notifications on e-mails, mobiles etc are continuously popping up.
On the other hand, Intellectual property has become more important. It has become much more easy to steal and manipulate images and other ideas which are not yours.
Now we also have online branding and the liking and sharing on facebook has become a platform for a numerous amount of companies. Online shopping is easier than ever, you can save items and buy later, you can buy and pay as you go from your mobile app. Furthermore, you can have loads of music albums at a click of a button. Moreover, we live in a world that people are a good means of advertising as well, as if someone like an idea they will share it between thier friends and it goes viral.
Conclusion:
Advertising has experienced different revolutions. there are always new opportunities coming up, therefore Tungate suggests that instead of forcing advertising, we should just wait and see how it will evolve though now 'the pitch has to be spectacularly good' in order to make a hit. Tungate (2007).
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