Using a unique mix of neuroscience, cultural history and advertising research, the study shows how an increase in abstract, left-brain thinking has spread across business and popular culture and how this is undermining creativity and making advertising less effective. Crucially, it also provides practical advice to reverse this decline.
According to the 130-page publication, the reasons underlying the crisis relate to the way the brain attends to the world: the same instincts that lie behind short-termism and narrow focus are resulting in work that is flat, abstract, dislocated and devitalised – advertising that doesn’t move people. An attentional shift has occurred in business and society; a change in thinking style that has left its mark not just on advertising, but also on popular culture.
The focus of Lemon. is firmly on what makes ads effective in five key sections that:
Says Rory Sutherland, Vice Chairman, Ogilvy: "Any book which finds evidence everywhere from Hans Holbein to the Honey Monster is good by me. But this is an extraordinary and wonderful book, with implications that go far beyond advertising and research."
Taste A Slice of Lemon. - A summary of Lemon. with charts and a digest of the key points.
Please note that non members based in the following countries can order from Amazon: UK (includes all of Europe), US, Australia and Canada (only "Lemon" and "Look Out" available). If you live outside of these countries then please proceed to purchase from the IPA website, however, you will incur an additional cost in taxes and there will be a delay.