Cutting Edge Advertising: How to Create the World’s Best Print for Brands in the 21st Century, Third Edition

1. Unconventional Wisdom

“The written word is the deepest dagger you can drive into a man’s soul.”

British writer Indra Sinha should know. His print campaigns for Amnesty International punctured public apathy and raised a fighting fund against oppression.

Ironically, in recent years, print advertising itself has become a victim, burdened with more irrelevant, outdated rules and creative conventions than any other medium. The evidence of intellectual oppression is alarming. Hall of Fame art director Roy Grace calls it “a high level of mediocrity”. Others are less kind.

But while print is the oldest advertising medium, it is also the most resilient. ...