By Arthur Harry

THE DARK ART OF ADVERTISING

The ‘dark art of advertising’ was mentioned this week. It reminded me of John Berger’s Ways of Seeing.

He sees advertising as ‘recognizing nothing except the power to acquire’. Essentially that it sales a life expectancy of the product and the customer. I don’t fully agree.

Working on D&AD briefs, I’m challenged to solve problems that can have an educational impact on many people.

The solution needs to answer their needs and aspirations for a better life. It never seeks to promote a ‘happiness of being envied’, instead it should create equal opportunities for everyone.

In this sense the execution relies on the power to give something with a practical use. Rather than a glamorous self-portrait.

Some may argue that it’s more a matter of creativity than pure advertising. Whatever the ‘label’, communication is key to make this service a functional reality.

Finally I’m starting to realise what it means to create with telos. It’s the only way to bring value to your work through passion and honesty. I will continue to apply it although I fear the harsh reality of things may catch up.