Untitled
糸井　80年代にコピーライターを稼業としていたとき、モノ自体の差異化ができなくなって広告やコピーが「売りもの」になる、という状況に日本の消費が突入した時期がありました。僕自身、その広告やコピーを作る側の当事者だったのですが、正直、ものすごい違和感がありました。広告やコピーの対象となる商品には、必ずお客さんがいるはずです。でもそのお客さんが買い物する際の判断基準が、商品の価値じゃなくて広告やコピーだけのほうにある、というのはどう考えてもへんじゃないかと。
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— まずは“捨てる”から始まる 「消費のクリエイティブ」：日経ビジネスオンライン (via igi) (via pdl2h) (via yukko) (via yaruo)
Reblogged 1 year ago from yaruo (Originally from igi)
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Source: igi
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