Superior advertising culture
A book of just under one hundred pages efficiently sums up good corporate advertising methods and applications
The culture of a company – and therefore its vision of manufacturing and its approach to business – can also be understood from the way in which the company communicates with the outside. In other words, it is based on the messages and on the way these messages are conveyed that one better understands what lies behind a product. Learning about the origin and the spirit of corporate advertising is therefore very important to know more about the company itself. When it is also possible to follow the paths of those who create the advertising, then one is able to delve into a world entirely to be discovered, made up of creativity, skill, imagination, daring and a profound knowledge of humanity which – all things considered – are some of the fundamental ingredients that make for a good entrepreneur and a goodmanager.
Reading “La mia pubblicità” (My advertising), a collection of articles and studies by Emanuele Pirella curated by Vanni Codeluppi, makes up a genuine adventure to dive into. On emerging from reading these near one hundred pages, astounded by what appears to be simple – yet is profoundly difficult – one can communicate well and with imagination, having comprehended the crucial aspect of each product and, as mentioned, of each company behind it.
Pirella has never been fond of teaching and narrating her work method, she is not smug or condescending, but rather a simple and coy person. The texts collected in the book, nevertheless, help better understand how one can achieve a unique advertising message, a striking one, that will make others reflect and most of all remember both the company and the product. The book does not contain lessons, but four distinct parts that integrate one another. In the first part, Pirella analyses the advertising context that surrounded her work, in the second (an interview), Pirella sets certain basic principles at the core of her view of advertising, in the third she narrates (almost as if it were a case study) her most famous and significant advertising campaign, and in the last part Pirella illustrates who her teachers were. She ends the work with a collection of ten pictures of the same number of famous advertising campaigns the author curated.
Beautiful and interesting – also to understand certain aspects of Pirella’s personality -, is the Introduction by Vanni Codeluppi who rightly recalls how passionate Pirella was about René Magritte: “Pirella adored his work and probably saw in him an ideal reference model for what he thought advertising should be about: a form of communication capable of surprising the observer, but also of creating with the latter an extremely close relationship, some narrative devices capable of involving in depth”. If one looks more closely, it is quite similar to the mechanisms of culture communication. And also of manufacturing.
Reading “La mia pubblicità” is like a breath of fresh air. Pirella is not an entrepreneuse, nor can she claim to be amanager. She is something else. Yet she still has a lot to teach to those who need to plan, organise and run a business. Starting with the role of ideas left to roam freely, of imagination in everything, of the ability to look at reality all the time and not stay behind a desk for too long.
La mia pubblicità (My advertising)
Emanuele Pirella
Franco Angeli, 2016
A book of just under one hundred pages efficiently sums up good corporate advertising methods and applications
The culture of a company – and therefore its vision of manufacturing and its approach to business – can also be understood from the way in which the company communicates with the outside. In other words, it is based on the messages and on the way these messages are conveyed that one better understands what lies behind a product. Learning about the origin and the spirit of corporate advertising is therefore very important to know more about the company itself. When it is also possible to follow the paths of those who create the advertising, then one is able to delve into a world entirely to be discovered, made up of creativity, skill, imagination, daring and a profound knowledge of humanity which – all things considered – are some of the fundamental ingredients that make for a good entrepreneur and a goodmanager.
Reading “La mia pubblicità” (My advertising), a collection of articles and studies by Emanuele Pirella curated by Vanni Codeluppi, makes up a genuine adventure to dive into. On emerging from reading these near one hundred pages, astounded by what appears to be simple – yet is profoundly difficult – one can communicate well and with imagination, having comprehended the crucial aspect of each product and, as mentioned, of each company behind it.
Pirella has never been fond of teaching and narrating her work method, she is not smug or condescending, but rather a simple and coy person. The texts collected in the book, nevertheless, help better understand how one can achieve a unique advertising message, a striking one, that will make others reflect and most of all remember both the company and the product. The book does not contain lessons, but four distinct parts that integrate one another. In the first part, Pirella analyses the advertising context that surrounded her work, in the second (an interview), Pirella sets certain basic principles at the core of her view of advertising, in the third she narrates (almost as if it were a case study) her most famous and significant advertising campaign, and in the last part Pirella illustrates who her teachers were. She ends the work with a collection of ten pictures of the same number of famous advertising campaigns the author curated.
Beautiful and interesting – also to understand certain aspects of Pirella’s personality -, is the Introduction by Vanni Codeluppi who rightly recalls how passionate Pirella was about René Magritte: “Pirella adored his work and probably saw in him an ideal reference model for what he thought advertising should be about: a form of communication capable of surprising the observer, but also of creating with the latter an extremely close relationship, some narrative devices capable of involving in depth”. If one looks more closely, it is quite similar to the mechanisms of culture communication. And also of manufacturing.
Reading “La mia pubblicità” is like a breath of fresh air. Pirella is not an entrepreneuse, nor can she claim to be amanager. She is something else. Yet she still has a lot to teach to those who need to plan, organise and run a business. Starting with the role of ideas left to roam freely, of imagination in everything, of the ability to look at reality all the time and not stay behind a desk for too long.
La mia pubblicità (My advertising)
Emanuele Pirella
Franco Angeli, 2016