A BOOK ABOUT ADVERTISING'S LACK OF PROMISE AND POTENTIAL.................“Four Arguments for the Elimination of Television” by Jerry Mander--This book is the first ever to advocate that the medium of TV is not reform able. Its problems are inherent in the technology itself and are so dangerous -- to personal health and sanity, to the environment, and to democratic processes -- that TV ought to be eliminated forever. Weaving personal experiences through meticulous research, Mander ranges widely over aspects of television that have rarely been examined and never before joined together, allowing an entirely new, frightening image to emerge. The idea that all technologies are "neutral," benign instruments that can be used well or badly, is thrown open to profound doubt. Speaking of TV reform is, in the words of the author, "as absurd as speaking of the reform of a technology such as guns." Jerry Mander holds B.S. and M.S. degrees in Economics, spent 15 years in the advertising business, including five as president and partner of Freeman, Mander & Gossage, San Francisco, one of the most celebrated agencies in the country at that time. This book is a major reality check for anyone inside or outside of the ad business.

TWO BOOKS ROLLED INTO ONE ABOUT BOTH ADVERTISING'S POTENTIAL AND CORE FUNDAMENTALS...............“My Life in Advertising and Scientific Advertising (1927/1923)” by Claude Hopkins. Test marketing, coupon sampling, and copy research, are standard practices in today's world of advertising--ALL were invented by Hopkins. He worked for various advertisers including Bissell Carpet Sweeper Company, Swift & Company and Dr. Shoop's patent medicine company until, at the age of 41, he was hired by Albert Lasker to write copy for Lord & Thomas advertising agency (forerunner to Foote, Cone & Belding). He stayed for 18 years. This is what David Ogilivy said about this book, “Nobody should be allowed to have anything to do with advertising until they have read this book seven times. It changed the course of my life.”