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The Book Trade
Much has been written about the hidden messages and codes used by advertisers to persuade consumers to buy their products. In Deciphering Advertising, Art and Architecture, Graham Cairns looks at the increasingly sophisticated methods used – not just in advertising campaigns but in the use of art and architecture to sell products to an increasingly cynical and sophisticated public.
Deciphering Advertising, Art and Architecture examines the recent history of the persuasion techniques employed by advertisers and architects and suggests that we have now entered a new age; an age in which the old techniques have been superseded by subtler and perhaps darker ones.
The book is packed with fascinating case studies, including the famous Benetton, Diesel and Timberland advertising campaigns. Retail architecture is also looked at in detail with stores ranging from French Connection to Giorgio Armani and Issey Miyake. Using examples from brands, advertisers and architects such as Oliviero Toscani, Frank Gehry and Rem Koolhaas, Deciphering Advertising, Art and Architecture uncovers the hidden art of contemporary promotion found in the pages of magazines and in the stores of our high streets.