• Graham Hall

4th Wall? What 4th Wall?

Talk about advertising 'breaking the 4th wall' is nonsense. ALL advertising breaks the 4th wall. The public understands the whole raison d'etre of advertising is to sell them something. If the ad also entertains, informs or, heaven forbid, provides something of additional value, then the public look on it more sympathetically. But the idea that the audience doesn't understand the meta-text of advertising is for the birds. Something, I believe, that 95% of advertisers forget or were never aware of. Advertisers love the idea they are somehow 'the hidden persuaders', pulling the consumers' strings. Not so.

Hi, you! Yes I'm talking to you...

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