Entry 15:

Yo Doug,

I don't know if this kind of stuff interests you but it's fascinating to me.

What's the difference between advertising and art? Your comments yesterday on repetition and reading Shakespeare make me think about this. Thanks.

Comment only if interested: Otherwise we'll get in the Superficial Mobile and go elsewhere. You decide.

Art is whatever is in museums, in anthologies, played by major symphony orchestras. It depends on gatekeepers. Since the 19th century, it has reveled in the "shock of the new." Low repetition. Put the Mona Lisa on too many washcloths, hear the "William Tell Overture" too many times, read "To be or not to be" over and over, and you wear it out. Creativity is currently prized. But art is subject to intense whimsy: Shakespeare was rewritten in the 18th century: too uncouth. Now Bardolotry, as it's known as, reigns. The Bard can do no wrong. Art "appreciation" is a very culture-based event, what you guys would call a "social construction." Never more iffy than today. Art is up for grabs. Armani in the Guggenheim. Jackie O. at the Met. What the hell's going on? No kidding, I have no idea. That's one reason I've jumped ship.

Advertising is a story told about a product. There are a lot of these stories, zillions all over the world. Great advertising, however, is a story so powerful it can actually move the product off the shelf. It usually depends on high repetition because you are trying to link a story to a product. Very hard to do. Mostly luck. In fact even great ads shown only once like LBJ's "Daisy" and the Apple's "1984" were picked up and repeated ad infinitum by other media. Creativity often gets in the way. There are very few examples of great advertising. Absolut is such an example. I would say 99 percent of advertising is currently wasted, just stories, no cha-ching. (So why do it? Tax deductibility is important. If you had a choice of advertising or paying taxes, you'd probably advertise. Who knows? It might "work.") Advertising "appreciation" is judged in terms of increased sales, if it's judged at all. Aside from those stupid award shows that have nothing to do with great advertising. You know, like Clios, et al. In advertising, "art director" is a misnomer; the industry should reconsider another word.

Now the questions: Is advertising art? Answer: not yet. Will advertising be considered art in a generation? Answer: yup. Is art advertising? Answer: yes, often.

Want your money back?

Jim