The book is interesting to discover more precisely what is meant by "semiotics", "brainstorming", "account planning", "viral marketing", "customer relationship marketing" and other concepts that are required to meet all students involved in business studies. An opportunity to see things in practice and do not remain completely in the state of abstract theory.
The way, too, to better understand how advertising agencies, changing their shape or their billing creative techniques. But always with the same idea: to present something very short and mainly illustrative.
Otherwise, it will not take any seek to deepen. The book is clearly aimed at novices. The pictures are prominent, the text is fast and very simple in its approach, going directly to the core of what we might want to find a simple discovery.
With the usual limits of this kind of exercise: to precisely reach the 100 ideas, essential, but also the most artificial one will find both.
So the best rubs shoulders with the "lighter", no apparent order. One would hope, anyway, at least one ranking by the parties, to distinguish more innovative traditional media, or media work agencies, or be based on temporal developments that whatnot? Here, it makes a little "mess", while he was not at all difficult to design an architecture by parts. The term itself "ideas", I come back, does not seem appropriate to me. "The proliferation of media," she is an "idea"? "Anti-capitalism" is it an "idea" (the service of advertising)?
For figures, reflection of our times or deliberate choice (?), They play a lot on the sensational and representations of an erotic or sexual nature, among others. But it also have many well chosen images, where humor occupies a significant place.
But I come back also, do they need to occupy as much space (regular full pages), at the expense of the text?
It remains the choice of Jacques Séguéla, as the author of the preface. A symbol. But double-edged.
Rather foil, for me, as a symbol of lightness, appearance, superficiality, human circumstances (which, in addition, tu us, which does not please me, personally). At the same time, a true symbol of the world of French advertising, one of its most prominent media luminaries, a deposit may be adapted to the spirit of a "beautiful book" turned to the public ( seller?). So, why not.
In conclusion, a window on the world of advertising. A nice panorama for those who want to find out. But it will get deeper if you want to know more and more interested in substance.
