Cred că aș putea să scriu pagini întregi despre uriașa farsă în care s‑a transformat marketingul modern, dar n‑aș reuși niciodată să pun punctul pe i așa cum a reușit genialul Jerry Seinfeld aseară, când a primit un premiu Clio, un fel de Oscar al publicității:
I love advertising, because I love lying. In advertising everything it is as you wish it was. I don’t care that it won’t be like that when I get the product being advertised, because in between seeing the commercial and owning the thing I’m happy. And that’s all I want. Tell me how great the thing is going to be, I love it, I don’t need to be happy all the time. I just wanna enjoy the commercial. I wanna get the thing. We know that the product is going to stink, we know that, because we live in the world and we know that everything stinks. We all believe “hey, maybe this one won’t stink”. We are a hopeful species. Stupid, but hopeful.
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