Since silk road traders described the benefits of jade and silk in lyrical songs, merchants have created a sense of longing and entitlement by communicating about their products. Today we call it advertising and despite social media, and the decline of print, it is still one of the ways consumers learn about new products, services, and ideas.
Our society has a love-hate relationship with advertising. Pundits issue warnings about its ubiquity and the cynicism of an increasingly skeptical audience. But who can resist the latest catalog or ignore sumptuous magazine ads? Advertising is influence, information, persuasion, communication, and dramatization. It is also an art and a science, determining new ways to create a relationship between the consumer and the product.
Unless the campaign contains a big idea, it will pass like ships in the night.