Much to my dismay, in a recent conversation with a good friend of mine (a very established Guyanese businessman), he blurted out, "Advertising is like painting a house! It's straight forward. No real academic or technical principles apply. You just do it… it's a no-brainer".
Boy was I furious! But I kept my cool, realizing that the real issue was – that's exactly what most clients in Guyana thought. And it’s this sort of thinking which has us stuck in this cesspool of poor advertising to begin with. If a client knew better, he/she could then demand or appreciate better.
The reality is, good advertising is a special skill. One that’s just as academic as it is artistically flexible. It is governed by specific principles of design, strategy and the craft of persuasive copywriting.
Until we can acknowledge this in Guyana and further, apply it, our ads will remain the ugly, non-selling wastes of money they are.