A physicist by education, Alexey Ivanov has been working in the advertising business for almost 15 years and writes about his business so excitingly that, after reading just a few pages of his book, you find yourself in a reckless desire to compose some kind of advertisement, come up with a non-standard move, practice searching for witty solutions.
A physicist by education, Alexey Ivanov has been working in the advertising business for almost 15 years and writes about his business so excitingly that, after reading just a few pages of his book, you find yourself in a reckless desire to compose some kind of advertisement, come up with a non-standard move, practice searching for witty solutions. Ivanov talks in an unusually contagious way about “the charm of counterintuitive decisions in advertising”, about paradoxical strategies in business and that such decisions are much more common in life than we think. This book is about «how often the right, strong decision lies in the exact opposite direction of what common sense tells us.» Reading this book seems to wash your eyes, encourages you to look with curiosity not only at advertising billboards, but also at everything that surrounds us. This, it turns out, was the author’s goal, as he admits in the conclusion of the book.
PRETEXT, 272 p.