The Negatives of Advertising

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After three months in Brighton, the speaker feels that the military should take over to bring some order. They appreciate the loose culture but also recognize the benefits of a tighter culture. The speaker believes it is important to understand opposing viewpoints instead of demonizing them. In advertising, it can be effective to focus on the negatives that can be removed and even make fun of the product being sold, as seen in the famous Volkswagen Lemon campaign by Doldane Burnback.

Rory Sutherland is a British advertising executive, author, and marketing visionary. He’s the UK Vice Chairman of Ogilvy, one of the world's largest and most renowned ad firms. Mad Men is largely inspired by the company and one of the firm’s founders, David Ogilvy.

Rory started Ogilvy’s behavioral science practice, pioneering the application of behavioral economics and evolutionary psychology to marketing and advertising.

Some of his counterintuitive theories on marketing and human behavior are compiled in his book Alchemy: The Power of Ideas That Don't Make Sense, where, primarily, he argues that great marketing ideas are often built around a core that is profoundly irrational.

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