Lemon. How the advertising brain turned sour

by Orlando Wood

Using a unique mix of neuroscience, cultural history and advertising research, the study shows how an increase in abstract, left-brain thinking has spread across business and popular culture and how this is undermining creativity and making advertising less effective. Crucially, it also provides practical advice to reverse this decline.

Genres: Nonfiction, Psychology

120 pages, Paperback

First published October 15, 2019

Reviews

[Tom Ewing · Rating 5 out of 5]

The most valuable thing about Lemon is still the way it moves away from the abstract, strategic conception of advertising (“big ideas”, “brand values” and all that) and grounds its analysis in what is actually there on screen and how people watching feel about it.

[Calvin Schnurr · Rating 5 out of 5]

Masterful. A must-read for anyone working in advertising or marketing.