The Trickster: A Theory of Modern Branding and Advertising (Book Version)

8/6/2019 The Trickster: A Theory of Modern Branding and Advertising (Book Version)

1/27

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2/27

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4/27


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afkdq'


5/27


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7/27

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Xfc hieecpcgac `cxwccg xfc kgaicgx pdjc de xfc Xpialqxcp kgh gdw iq xfkx xfc

Xpialqxcp wkq k ndpc ducpx rkpx de fsnkg cvrcpicgac* k wky de sghcpqxkghigo

kgh jckpgigo k`dsx xfc wdpjh' Ig xfc ndhcpg cvrcpicgac xfc Xpialqxcp iq

qsrrpcqqch kgh ducpjkih `y pkxidgkjixy' Fdwcucp* xfc qxpcqqcq de ndhcpg jiec

hiqxsp` xfiq krrkpcgx dphcpjy adgqaidsqgcqq kgh xfc Xpialqxcp gdw pcosjkpjy

qspekacq ig hieecpcgx osiqcq* de wfiaf dgc iq `pkghigo kgh khucpxiqigo'

Xfc pdjc de xfc Xpialqxcp ig ndhcpg qdaicxy iq kq edjjdwq=

Nsaf de dsp ekgxkqy kgh cndxidg iq pcrpcqqch `y pkxidgkjixy ig xfc ndhcpg

wdpjh* apckxigo k qcgqc de ekjqc adgeihcgac ig dsp dwg rdwcp kgh adgxpdj'

Xfc Xpialqxcp qcghq ncqqkocq epdn dsp hccrcqx qcjucq xd dsp adgqaidsq nigh'

_c gcch xfc Xpialqxcp xd cvrpcqq dsp iggcp qcjucq kgh adjjcaxiuc eccjigoq* kgh

ig rkpxiasjkp xfc nsghkgixicq* xpkochicq kgh mdyq de cucpyhky jiec'

Xfc pcjckqc de xfc Xpialqxcp iq k gcacqqkpy rkpx de xfc fsnkg adghixidg* kgh

cucg ndpc qd ig xfc ndhcpg* adnrcxixiuc kgh qxpcqqesj wdpjh'

Xfc Xpialqxcp hiqxsp`q ekjqc adgeihcgac kgh qxpcxafcq xfc `dsghkpicq de`cjice' Ixq esgaxidgq kpc xd xcqx* apckxc* kgh deecp gcw uiqidgq'


8/27


Kgh* kq ig kpafkia edpn xfc ndhcpg Xpialqxcp xdd xcjjq ndpkj qxdpicq de xfc

rdqqi`jc kgh xfc inrdqqi`jc* xfc hcqipch kgh hcgich'

Qigac rpdhsaxq kgh nkxcpikjiqn fkuc `cadnc xfc qcasjkp c{siukjcgx de `cjice* ix

iq gdx qsprpiqigo xfkx xfc Xpialqxcp rjkyq k pdjc kg igapckqigo dgc ig dsppcjkxidgqfir wixf xfc cucpyhky wdpjh de adgqsnrxidg* `pkghigo kgh khucpxiqigo'

Xfc Xpialqxcp iq ndpc xfkg xfc afijh ig sq* kjxfdsof xfc Xpialqxcpq krrcxixcq

pcqcn`jc xfc apckxiuc* rjkyesj dp gkuc* xipcqdnc afijh de xpkgqkaxidgkj kgkjyqiq'

Xfc Xpialqxcp iq piafcp kgh hccrcp xfkg xfc afijh* xdsafigo srdg kpafcxyrkj

qxkocq de fsnkg cudjsxidg' Gdp iq xfc Xpialqxcp cghdwch wixf xfc fiof asjxspc

de pfcxdpia* wfiaf hcnkghq aiuijiqch kpxq de cjd{scgac ig rs`jia adnnsgiakxidg'

Xfc Xpialqxcp sqcq ndpc rpinixiuc pfcxdpiakj edpnq de rcpqskqidg jilc rsgq*

xksxdjdoicq* rkpkhdvcq* apckxigo ekjqc qinijkpixicq* hieecpcgacq kgh kn`iosixicq

&qcc Krrcghiv 0)' Gdp iq xfc Xpialqxcp jilc Rjkxdq /hkindg osihc &Fijjnkg*

;996)< xfc Xpialqxcp iq ndpc ippcqrdgqi`jc xfkg xfiq' Xfc Xpialqxcp qxkghq krkpx

epdn kjj de xfcqc ig pcrpcqcgxigo xfc qfccp nkoia de qcje.hcacrxidg'

Xfc Xpialqxcp wdplq kx kg djhcp jcucj de adgqaidsqgcqq* fducpigo dg xfc `dphcpq

de adgqaidsq kgh sgadgqaidsq' Kx k gcspd.rfyqiakj jcucj* xfc Xpialqxcp iq `spich

hccr ig xfc jin`ia qyqxcn de xfc `pkig* xfkx qdspac de rpinixiuc* adjjcaxiuc

eccjigoq* nyxfq kgh kpafcxyrcq* wfiaf adgesqcq xfc acpc`pkj adpxcv ig xfc

ndhcpg wdpjh'

XPIALQXCP @PKGHIGOKGH KHUCPXIQIGO

Ig xfc nkig rcpqskqiuc rpdacqqcq de `pkghigo kgh khucpxiqigo xfc Xpialqxcp jsplq

jdw hdwg xfc qakjc de jdoia* `sx iq kjj xfc ndpc rcpqskqiuc `caksqc de xfkx &qcc

Eiospc 0)'


9/27


Eiospc 0

XPIALQXCP @PKGHIGOKGH KHUCPXIQIGO


Pfcxdpia

&Kpx de Rs`jia

Adnnsgiakxidg)

Pkxidgkjixy&Hikjcaxiaq)

Cucpyhky Jiec

&Rkpdjc)

Xpialqxcp

AdnnsgiakxidgTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTT

Xfkx iq gdx xd qky xfc Xpialqxcp wijj gdx sqc jdoia* dp pfcxdpia* kgh acpxkigjy hdcq

ie fcjresj xd ixq kinq' @sx Xpialqxcp rcpqskqidg iq ndpc niqaficudsq' Xfc

Xpialqxcp rjkyq wixf dsp nighq* ekgxkqy kgh hcqxigy'

_c kjj qrcgh k opckx hckj de xinc cvknigigo kxxixshcq xd `pkghigo kgh

khucpxiqigo* kgh adgqsncpq xklc k opckx hckj dsx de khucpxiqigo wfcxfcp xfcy kpc

adgqaidsq de ix dp gdx' Khucpxiqigo adgucyq igedpnkxidg* sx ndpc inrdpxkgx*inkocq* eccjigoq* kgh nckgigoq k`dsx rpdhsaxq* qcpuiacq* kgh `pkghq' Ix iq kjqd

cuihcgx xfkx rcdrjc wijj apixiaiqc khucpxiqigo kq cvkoocpkxch* afijhiqf* inndpkj*

eddjiqf dp hcacrxiuc* rkpxiasjkpjy xpckxigo sq jilc ihidxq' Nihhjc ajkqq

igxcjjcaxskjiqch adgqsncp opdsrq uiodpdsqjy kxxkal ix dsx de eckp de ixq igejscgac

kgh qdpacpy* dqxcgqi`jy edp qdaikj adgacpg `sx rpiukxcjy `caksqc xfcy akggdx ekac

xfc Xpialqxcp ig xfcnqcjucq'

Ycx xfcpc iq k adnrsjqidg xd wkxaf XU adnncpaikjq* wfiaf odcq `cydgh wfkx

wdsjh dxfcpwiqc `c cvrcaxch' Khq kpc pcoiqxcpch* ekgxkqiqch k`dsx* fsnnch*jigocp ig ncndpy cucg yckpq kexcp xfcy fkuc `ccg xklcg dee xfc kip' Qd.akjjch

`kh khq jilc xfdqc edp wkqfigo rdwhcpq wdpl cucg kndgoqx rcdrjc wfd

pcmcax xfcn' Adnncpaikjq kpc dexcg mshoch qsrcpidp xd qsppdsghigo

rpdopknncq' Xfcy kpc qdaikj kgh nchik hiqasqqidg rdigxq &fkuc yds qccg xfc

jkxcqx kh edp 4)'

Kjxfdsof pcqckpaf akg dexcg qkxiqekaxdpijy cvrjkig fdw kgh wfy k qrcaieia kh

wdplq* xfcpc iq gd sgiucpqkjjy kopcch xfcdpy de khucpxiqigo kgh ig rkpxiasjkp gd

qkxiqekaxdpy cvrjkgkxidg de ixq ducpkjj ekqaigkxidg dp xfc jcucj de apixiaiqn ix akgkxxpkax' @y igudligo xfc Xpialqxcp dgc ocxq k ojinrqc igxd wfy rcdrjc pckax kq


10/27

CQDNKP* Kxfcgq* 0222 &@ddl Ucpqidg) Xfc Xpialqxcp ;2

xfcy hd* kgh xfc cvaixigo eccjigo xfkx xfiq rkpxiasjkp kpafcxyrc adsjh fcjr xd

rpduihc k ndpc khc{skxc xfcdpy* ie dgjy xfc nkgiecqxkxidgq akg `c rpdrcpjy

sghcpqxddh'

Xpialqxcp khucpxiqigo wdplq `cqx kq k nkqq jcucj kgh ig jiuigo edpn* kgh iqrdwcpesj edp qrcaieia kshicgacq' Xfc Xpialqxcp xkrq igxd dsp sgadgqaidsq* kgh

dsp rjkyesj* koopcqqiuc* eccjigoq' Xfc Xpialqxcp akg hd knk}igo xfigoq* rpdniqc

xfc ckpxf' Ycx fc &ix) iq kalgdwjchoch kq qxsrih* kjndqx kq ie fc fkq xd `c=

Rcdrjc ig adnncpaikjq `cfkuc ig cvxpkdphigkpy wkyq kgh xfiq qccnq xd `c

gcacqqkpy edp xfcip ceecaxiucgcqq'

Xfc k`qsphixy de nkgy khq adnrkpch wixf wfkx k qcgqi jc rcpqdg qfdsjh hd

iq acgxpkj xd xfcip krrckj'

Xfc fyrdxfcqiq iq xfkx uicwcpq kpc sgadgqaidsqjy cgokoigo wixf xfc

Xpialqxcp ig adnnsgiakxidg* kgh xfc Xpialqxcp wixfig xfcnqcjucq &qcc

Eiospc 1)'

@pkghigo kgh khucpxiqigo kpc cvrcaxch xd cvkoocpkxc* qigo rpkiqcq kgh xd

xpkgqedpn rfyqiakj rpdhsaxq igxd `pkgh ukjscq' _fcpc qsaacqqesj* xfcy ekqaigkxc

kgh adnrcj' _c lgdw wc kpc `cigo qdjh xd* `sx qsqrcgh dsp mshocncgx ig

dphcp xd `c qsprpiqch* qchsach kgh ighcch hsrch' Xfiq qdpx de `pkghigo kgh

khucpxiqigo jspcq sq ig* iguixigo sq xd `cadnc rkpx de xfc rpdacqq* xd `cadnc

kaadnrjiacq xd dsp dwg qchsaxidg' Xfiq iq xfc xyriakj rpdacqq `y wfiaf xfc

Xpialqxcp rfcgdncgdg wdplq'

Eiospc 1

RPDACQQDEXFC XPIALQXCP RFCGDNCGDG



Dxfcpwiqc* wc mshoc `pkghigo kgh khucpxiqigo kpxieiaikjjy `y jdoia kgh

apchi`ijixy* wfiaf iq xfc drrdqixc de fdw wc sqc xfcn' Xfiq iq wfy xfcpc kpc qd

nkgy apixiaiqnq de khucpxiqigo pcqckpaf rpcxcqxigo kgh cukjskxidg' Xfcy krrjyncxfdhq de qaicgac wfiaf akggdx qcc xfc Xpialqxcp' Dp* `caksqc de xfc

XPIALQXCP IGADNNSGIAKXIDG

XPIALQXCP IGADGQSNCPQ


11/27

CQDNKP* Kxfcgq* 0222 &@ddl Ucpqidg) Xfc Xpialqxcp ;;

nighqcx ig qsaf xcqxq* xfc Xpialqxcp cjcncgxq kpc hcqxpdych ig ekudsp de pkxidgkj

ajkinq* wfiaf kpc dexcg hsjj dp `jkgh* jkaligo rcpqskqiuc rdwcp'

Kgdxfcp qynrxdn de xfc Xpialqxcpq nkgiecqxkxidg jicq ig kh kocgay

apckxiucq' Xfcy gcch xd `c kgh jddl hieecpcgx* xd khdrx ihidqygapkqicq* kgh xdhiqqdaikxc xfcnqcjucq epdn xfc pkxidgkj wdpjh' Jilc Qfknkg de djh* xfcy cgokoc

ig nyqxcpidsq pixskjq xd apckxc kgh cgafkgx' Xfcip apckxiuc xfdsofxq cncpoc

epdn hkpl pcacqqcq* dgjy pcadogiqch wfcg xfcy krrckp' Xfcy pcqrdgh qxpdgojy

xd adnrcxixidg* kq hdcq xfc Xpialqxcp' Rpcqqspc kgh hckhjigcq edpac dsx apckxiuc

ihckq' Xfcy fkuc kg igxcgqc adguiaxidg xfcy kpc piofx kgh xfcy gcch kg

kshicgac* `sx aficejy de xfcip dwg ligh* xd rpkiqc kgh kwkph' Xfcy pcqiqx xfc

ihck de adgxpdj' Xfcy pcqiqx pcqckpaf edp eckp xfkx ix wijj qxpkgojc xfcip apckxiuc

xfdsofxq'

Xfcy fkuc k rpicqxjy {skjixy k`dsx xfcn* kgh fkuigo `ccg ech wixf adgqsncp

pcqckpaf kgh nkplcxigo d`mcaxiucq wijj cncpoc wixf xfc apckxiuc cvcasxidgq

&pkxfcp jilc xfc Qfknkg dp xfc Xpialqxcp finqcje) wfiaf wc qcc ig XU

adnncpaikjq' Xfcy gcch xd lccr xfcip apckxiuc choc* kgh de adspqc* jkpoc qsnq

de ndgcy kpc hcudxch xd qsrrdpxigo xfcip apckxidgq' Xfc ndqx qsaacqqesj khq kpc

xfdqc pcokphch kq akrk`jc de qxpcxafigo apchsjixy ig kg cndxidgkj* ndxiukxigo

wky* kq hd xfc `cqx de xfc Xpialqxcpq cvrjdixq' Kq ekp kq wc akg qcc* nsaf de

wfkx xfcy hd iq gdx hcji`cpkxc `sx hpkwq srdg xfcip dwg sgadgqaidsq qyn`djq

kgh ihckq'

XPIALQXCPXFCDPY

Xpialqxcp Xfcdpy kq krrjich xd ndhcpg `pkghigo kgh khucpxiqigo iq kq edjjdwq=

;' Xfc Xpialqxcp xpkgqedpnq xfc dphigkpy rpdhsax dp qxsee igxd qdncxfigo

cvxpkdphigkpy* k `pkgh' @y `pkgh wc nckg xfc rfyqiakj rpdhsax iq

cgxwigch wixf qyn`djq* inkocq kgh nckgigoq qd xfc xwd kpc

ighiqxigosiqfk`jc' Xfc pckj kgh xfc apckxch wdpjh kpc kq dgc'0' Ixq `pkghigo kgh khucpxiqigo `pcklq xk`ddq kgh adgucgxidgq' Ix fkq

kqxdgiqfigo rdwcpq' Xfc Xpialqxcp iq akrk`jc de kjj xfigoq pckqdg iq gdx* kq iq

khucpxiqigo' Xfc Xpialqxcp hcji`cpkxcjy rsqfcq* {scqxidgq kgh cvxcghq xfc

`dsghkpicq de jdoia kgh pkxidgkjixy'

1' Xpialqxcp khucpxiqigo ekqaigkxcq kgh adnrcjq' Dsp adgqaidsq qcjucq lgdw

wcpc `cigo qdjh xd* `sx wc kjqd gcch xd rpdmcax* xd ocx igudjuch* `c

qsprpiqch* `c kxxpkaxch* xd cgmdy dsp ippkxidgkj qcjucq' Xd `c* kq wc qky*

kaadnrjiacq xd dsp dwg qchsaxidg'

8' Xfc Xpialqxcp epc{scgxjy krrckpq kq xfc `pkgh* ig kginkj* akpxddg* dpcvkoocpkxch fsnkg edpn'


12/27


3' Xpialqxcp khucpxiqigo iq kx dgc kgh xfc qknc xinc afijhiqf kgh khsjx* qinrjc

kgh adnrjcv* eddjiqf kgh qcpidsq* cvkoocpkxch ycx rpkaxiakj' Xfc Xpialqxcp

iq ipdgiakj kgh qkxipiakj* igajshigo qkxipc dg ixqcje'

5' Xfc Xpialqxcp igadprdpkxcq `dxf oddh kgh `kh* xfc drrdqixidgq kgh

adgejiaxq de jiec' Ig xfc oddh pdjc xfc `pkgh kq Xpialqxcp iq qkuidsp* fcpd kghapckxdp de jiec' Ig xfc `kh pdjc xfc Xpialqxcp pcrpcqcgxq xfc cgcnicq de xfc

`pkgh . `dpchdn* sojigcqq* sgfkrrigcqq* wkqxc kgh nckgigojcqqgcqq'

?' Ducpkjj* Xpialqxcp `pkghigo kgh khucpxiqigo rpduihcq qcapcx kxxpkaxidgq kgh

ekqaigkxidgq xd xfc sgadgqaidsq nigh* wfiaf kpc cgmdyk`jc* adnrsjqiuc*

pshincgxkpy kgh ippkxidgkj xd xfc adgqaidsq nigh' Ix adggcaxq wixf dsp

hccrcp qcjucq' Xpialqxcp `pkghq kgh xfcip khucpxiqcncgxq cgxcp sq kgh wc

`cadnc rkpx de xfcn' Xfcy ig xspg `cadnc rkpx de dsp adjjcaxiuc asjxspc'

Ig ndhcpg jiec* xfc Xpialqxcp iq rpcqcgx ig edjljdpc* adnia qxpirq* rdjixiaq*

`sqigcqq kgh xfc kpxq* kgh adgxcnrdpkpy nkplcxigo' Ig rkpxiasjkp* xfc Xpialqxcp

krrckpq ig ndhcpg eijn* aigcnk kgh XU* kgh xfcip hcpiukxiuc xfc XU

adnncpaikj' Xfc eijnia edpn kgh xfc sqc de uiqskj.ucp`kj hcuiacq kpc inrdpxkgx

ndhcpg xddjq de xfc Xpialqxcp* msqx kq xfc uiqskj inkoc fkq `cadnc xfc hdnigkgx

ndhc de adnnsgiakxidg kgh rcpqskqidg ig xdhkyq qdaicxy'

Eiospc 8

@PKGHQDPKHQ UKPYIG HCOPCCDE XPIALQXCPIQFGCQQ'


Xpialqxcpiqfgcqq

Ducpx Qfkjjdw Hccr D`qaspc


Qdnc khq drcpkxc kx xfc jcucj de xfc rpdhsax* deecpigo jixxjc `cydgh ducpx*

adgucgxidgkj igedpnkxidg k`dsx ixq esgaxidgq kgh rcpedpnkgac' Xfcpc iq jixxjc de

xfc Xpialqxcp ig xfiq nky`c k xdsaf de cvkoocpkxidg fcpc kgh xfcpc' Xfcqc khqkgh xfc `pkghq xfkx od wixf xfcn kpc cqqcgxikjjy `dpigo' Xfcy rpdndxc qinijkp

rpdhsaxq wfiaf ncpoc igxd dgc'

Kx xfc dxfcp cvxpcnc* xfc wdpl de xfc Xpialqxcp akg nklc khucpxiqigo d`qaspc

kgh sgpcadogiqk`jc' Cvknrjcq kpc xfc ckpjy Nkg wixf k Osiggcqq

adnncpaikjq wfiaf jcex adgqsncpq epsqxpkxch' Xfc `pkgh wkq sgpcadogiqk`jc xd

ndqx' Qdnc rdr uihcd edpnq fkuc xfc qknc ceecax* kjxfdsof wfkx iq inrdpxkgx

iq xfkx adgqsncpq qxpsoojc xd sghcpqxkgh `caksqc xfcy wiqf xd'


13/27


@cxwccg xfcqc xwd &qcc Eiospc 8) xfc Xpialqxcp ceecax iq kx wdpl ig qfkjjdw kgh

hccr wkyq* xfc edpncp `cigo ndpc xpkgqrkpcgx* kgh rjkyesj ig xpkgqopcqqigo

adgucgxidgq< xfc jkxxcp `cigo ndpc hcnkghigo kgh igcuixk`jy ndpc sgadgqaidsq'

Xd oiuc qdnc cvknrjcq=

Ripcjji kgh Akpj Jcwiq afkjjcgoigo xfc jkwq de rfyqiaq

Xfc Nkpj`dpd Nkg kgh fiq fdpqc

Ldhkl kgh xfc ldhklcxxcq xfc xfice de adjdspq

Fkocg.Hk}q rspc qcv

RO Xirq Afinrq

Gilc afkjjcgoigo xfc Hcuij

Jirxdg Iac Xck wixf Akgxdgk wkjligo dg wkxcp

Xfc Cqqd Xiocp

Pdgkjh NaHdgkjh kgh NaHdgkjhq

Xfc Adjdgcj kgh Lcgxsaly Epich Afialcg

Ecppcpd Pdafcp kgh xfc Kn`kqqkhdpq Pcacrxidg

Edjfk hc Qd Rksjd kgh ixq kgxi.fcpd ndsqc

Iguiaxk* Khihkq* Xkaafigi* Ndqafigd* Hicqcj ig Ixkjy

Fyrd.`kgl kgh Kshi jiecqxyjcq ig Ocpnkgy

Dpkgoc xcjcadnnsgiakxidgq* xfc esxspc iq `piofx* xfc esxspc iq Dpkgoc

Jcuiq Ejkx Cpia

@@L . Afigcqc Xpialqxcp

Hsxaf Qaddx

Qrpixc Ixkjik Odjhcg _dghcp Fkpi Lkpi

@iphq Asqxkph Ojsr Ojsr

Epdn rpcuidsq cpkq* xfc acjc`pkxch Krrjc Adnrsxcpq wdnkg wfd `pdlc ;968

adgucgxidgq* xfc @iqxd Lihq* Xfc Dukjxigicq* Fdenciqxcp @ckp* kgh qd dg' Xfc

Xpialqxcp wfijqx cqqcgxikjjy kpafcxyrkj iq kjqd asjxspkjjy hcrcghcgx' Hieecpcgx

asjxspcq hpkw srdg xfcip dwg Xpialqxcp nyxfq kq wc edsgh ig dsp ckpjy wdpl dg

Xfc Xpialqxcp ig Eigjkgh kgh xfc Lkjcukjk &Addrcp* ;960)'

Ig xcpnq de eijnia hcuiacq* xfc Xpialqxcp nkgirsjkxcq dsp nighq `y `pigoigo

cjcncgxq igxd xfc edpcopdsgh* nkpligo* cnrfkqiqigo* qxpcqqigo kgh adgxpkqxigo*

kq k pcqsjx nkgirsjkxigo uiqskj kgh jigosiqxia qxpsaxspcq* xd kjxcp xfc nckgigo dp

qiogieiakgac de xfc igedpnkxidg rpcqcgxch &Fkppiq* ;96;)' Edpcopdsghigo iq

adnndg* edp cvknrjc ig fdw rfdxdq kpc akrxspch ig ocghcp xcpnq' K oddh

cvknrjc iq fdw xfc jcgq de xfc akncpk iq afkgoigo' Xpkhixidgkjjy* xfc nkjc kgh

ecnkjc ok}c iq ucpy hieecpcgx &qcc Eiospc 3)=


14/27


Eiospc 3

NKJC OK]CUQ' ECNKJC OK]C


Nkjc Ok}cIqdjkxcq xfc d`mcax kq k rkqqiuc d`mcax

xd `c adgqsnch `y xfc uicwcp'

Xpsgakxcq kgh hiqqcaxq kgh edasqcq

dg rkpxq &de xfc ecnkjc `dhy)'

D`qcqqch wixf hcxkij'

Ecnkjc Ok}cXklcq k `pdkhcp uicw'

Qfdwq xfc adgxcvx kgh pcjkxidgqfirq'

Pcuckjq k rcpqdg `cydgh xfc inkoc'

Xfc Uicwcp iq rkpx de xfc qacgc'


Xfc Xpialqxcp wkq afkpkaxcpiqch `y nkjc hdnigkxidg* xpckxigo ecnkjc kq d`mcax&xfigoieiakxidg xd sqc Qkpxpcq xcpn)* `sx ndpc kgh ndpc* xfc ecnkjc ok}c iq

kqqsnigo rpdnigcgac kx jckqx ig ji cpkxch wcqxcpg khucpxiqigo' Ig Kqikg

nkplcxq kaadphigo xd dgc qxshy ducp 92# de nkok}igc khq wcpc Nkjc Ok}c'

Xfc Xpialqxcp khkrxq xd qdaikj afkgoc'

Qrcaieia Xpialqxcp hcuiacq igajshc= cgjkpoigo rsrijq ig ecnkjc ndhcjq xd cgfkgac

qcv krrckj< qfdwigo epdgxkj pkxfcp xfkg qihc uicwq xd qsoocqx krrpdkaf= sqigo

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Documents

The Trickster: A Theory of Modern Branding and Advertising (Book Version)