Oct 19th 2020

Aging Creatives

by David W. Galenson

Dr. David W. Galenson is Professor of Economics at the University of Chicago; Academic Director of the Center for Creativity Economics at Universidad del CEMA, Buenos Aires; and a Research Associate of the National Bureau of Economic Research. His publications include Old Masters and Young Geniuses: The Two Life Cycles of Artistic Creativity (Princeton University Press, 2006) and Conceptual Revolutions in Twentieth-Century Art (Cambridge University Press and NBER, 2009). David W. Galenson, picture aboce. Derek Walcott, picture in the text.

 We try harder

Peter Hubbell, CEO of BoomAgers, recently proposed that a new award be established at the Cannes International Festival of Creativity, to honor innovative contributions by older members of the industry.  Hubbell suggested that the award be called the Ageless Lion.  Unlike Hubbell,  I am not a member of the advertising industry, and in fact I have only ever met one advertising executive.  So it is not for me to make recommendations to the Cannes Festival.  My only part is to say that awards of this kind are too rare in all domains in our society, and to add that if such an award is established, at Cannes or elsewhere, it might be named in honor of a great experimental advertising executive, who made remarkable contributions to his industry during his 50s.

William Bernbach (1911-1982) was one of the three founders of Doyle Dane Bernbach.  During the 1950s and '60s, he headed a series of advertising campaigns that effectively created an experimental revolution in that industry.  His trademark campaigns were based not on pyrotechnics or hyperbole, but instead on values that characterize experimental creativity in many other domains: they were visual, understated, simple, and clear.  Like great experimental innovators in art and literature, Bernbach believed in honesty.  In advertising, this meant you should sell things you believed in, with representations that were accurate.

You dont have toBernbach created or sponsored a number of successful campaigns.  Probably the most famous of these was for the rental car company Avis.  In 1962, Bernbach created a campaign that made a virtue of Avis' underdog position in the industry, with what became one of the most widely recognized tag lines in all of advertising: We Try Harder.  In a society that regarded anything other than first place as losing, it suddenly became chic to be only No. 2.

Like many experimental innovators, Bill Bernbach was himself understated: he took his work seriously, but he let it speak for itself, and was modest and unassuming in person.  This common feature of experimental innovators often leads to their work being overlooked or unappreciated.  In today's age of rhetorical bombast and outright dishonesty, it would make an attractive contribution to our public discourse to honor achievement by experimental late bloomers in memory of a genuine old master of advertising who succeeded through the skillful use of simplicity and honesty.





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More Essays

Nov 25th 2020
EXTRACT: "As the pandemic raged in April, churchgoers in Ohio defied warnings not to congregate. Some argued that their religion conferred them immunity from COVID-19. In one memorable CNN clip, a woman insisted she would not catch the virus because she was “covered in Jesus’ blood”. "
Nov 18th 2020
EXTRACT: "Here are just a few ways exercise changes the structure of our brain."
Nov 15th 2020
EXTRACT: "Perhaps it is Piller’s discovery that when it comes to war there is no such thing as innocence...."
Nov 4th 2020
EXTRACT: "I imagined America as the land of the free that gave voice to the forgotten. Where race, color, and creed do not matter and human rights are guarded with zeal. Where the ingathering of all cultures and people made it richer and human resources and talent knew no limits or constraints. Where opportunity awaits the able and generosity is extended to the needy. Where everyone is equal before the law and political differences are valued to make America better. Where sacrifices are willingly made to right the wrong morals and fortitude guide its leaders. Where caring about friends and allies is the hallmark of the nation and opposing oppression near and far is the emblem that distinguished America. This is the character of America. This is the soul of America. This is what made America great. The America that gave me a home. The America that fulfilled my dreams."
Oct 15th 2020
EXTRACT: "“The paintings which I propose to do will depict the struggles of a people to create a nation and their attempt to build a democracy” – this is how Jacob Lawrence described his project in 1954. Over sixty-five years later his proposal has, if anything, become only more urgent. Two days after this exhibition closes, Americans will vote in what is arguably the most significant election in a generation, an election that will measure our commitment to preserving that democracy, the struggle for which was Lawrence’s mighty theme."
Oct 15th 2020
EXTRACT: "There are also other ways our life stories can be passed down through generations, besides being inscribed in our DNA...... One 2014 study looked at epigenetic changes in mice. Mice love the sweet smell of cherries, so when a waft reaches their nose, a pleasure zone in the brain lights up, motivating them to scurry around and hunt out the treat.... The researchers decided to pair this smell with a mild electric shock, and the mice quickly learned to freeze in anticipation....... The study found this new memory was transmitted across the generations. The mice’s grandchildren were fearful of cherries, despite not having experienced the electric shocks themselves. The grandfather’s sperm DNA changed its shape, leaving a blueprint of the experience entwined in the genes."
Oct 1st 2020
EXTRACT: "As we Americans face the potential loss of a peaceful transition of power after the election and the possible end of democracy as we know it, we are reminded that discourse matters, that words matter and that the one who quotes poetry is a man who reads—and that matters."
Sep 25th 2020
EXTRACT: "We now know the potentially appalling long-term effects of suffering cruelty from others, including damage to both physical and mental health. The benefits of being compassionate towards oneself, rather than treating oneself cruelly, are also increasingly recognised..... And the idea that we must suffer to grow is questionable. Positive life events, such as falling in love, having children and achieving cherished goals can lead to growth..... Teaching through cruelty invites abuses of power and selfish sadism. Yet Buddhism offers an alternative - wrathful compassion. Here, we act from love to confront others to protect them from their greed, hatred and fear. Life can be cruel, truth can be cruel, but we can choose not to be."
Sep 19th 2020
EXTRACT: "Over his incredible career, David Attenborough has seen more of earth’s natural wonders than almost anyone. To hear him talk, with such clarity, about how bad things are getting is deeply moving. Scientists have recently demonstrated what would be needed to bend the curve on biodiversity loss. As Attenborough says in the final scene, “What happens next, is up to every one of us”. "
Sep 15th 2020
EXTRACTS: "The Anglo-Australian multinational company Rio Tinto – the largest iron ore mining company in the world – demolished two 46,000-year-old Aboriginal rock shelters in May.......The Dampier Archipelago of Western Australia is home to thousands of Aboriginal pictographs, and perhaps the oldest surviving rock art in the world. Indeed, Australia’s Indigenous art represents the longest uninterrupted tradition of art in the world – going back over 50,000 years......Aboriginal people represent the oldest continuous culture in the world...."
Sep 13th 2020
EXTRACT: "Iran’s 1979 Islamic revolution was a defining event that changed how we think about the relationship between religion and modernity. Ayatollah Khomeini’s mass mobilisation of Islam showed that modernisation by no means implies a linear process of religious decline.....Reliable large-scale data on Iranians’ post-revolutionary religious beliefs, however, has always been lacking...........In June 2020, our research institute, the Group for Analyzing and Measuring Attitudes in IRAN...conducted an online survey......The results verify Iranian society’s unprecedented secularisation."
Sep 12th 2020
EXTRACT: "Just as you can upgrade your old computer’s operating system, culture can evolve even if intelligence doesn’t. Humans in ancient times lacked smartphones and spaceflight, but we know from studying philosophers such as Buddha and Aristotle that they were just as clever. Our brains didn’t change, our culture did."
Sep 2nd 2020
EXTRACT: "Our lab in Cambridge, England, is working with a promising new family of materials known as halide perovskites. They are semiconductors, conducting charges when stimulated with light. Perovskite inks are deposited onto glass or plastic to make extremely thin films – around one hundredth of the width of a human hair – made up of metal, halide and organic ions. When sandwiched between electrode contacts, these films make solar cell or LED devices."
Sep 2nd 2020
EXTRACT: "Bryant, a black man, was sentenced to life in prison for trying to steal hedge clippers from a Louisiana carport storage room in 1997. He has already served twenty-three years for this petty crime, and on 31 July the Louisiana Supreme Court denied a request to review his life sentence. The denial followed a lower appeals court’s 2019 decision that concluded “his life sentence is final.” The only judge on the Louisiana Supreme Court to dissent (or even issue an opinion) was Chief Justice Bernette Johnson. She wrote a stinging rebuke, observing that Bryant’s “life sentence for a failed attempt to steal a set of hedge clippers is grossly out of proportion to the crime and serves no legitimate penal purpose.” "
Aug 18th 2020
EXTRACT: "In 2016, the Brennan Center for Justice reported that as high as 40 percent of prisoners should not be in prison—”behind bars with no compelling public safety reason.” There are literally thousands of young prisoners, Black and white, who are serving life sentences without the possibility of parole for non-violent offences. It is unfathomable that we as a society are spending billions of dollars every year to sustain such pointless cruelty, to inflict needless pain on individuals, fathers and mothers, who pose no threat at all to the public."
Jul 31st 2020
EXTRACT: "From a Kantian standpoint discrimination based on race – or religion, or gender – is fundamentally wrong. It is wrong, first of all, because it is dehumanizing, a denial of human dignity. When I racially discriminate, I am denying the person’s intrinsic self-worth, I am, in fact, denying their very right to exist, whether I know it or not. The moral law demands that I treat every individual as a free person equal to everyone else. If the moral law grants each of us a kind of infinite worth, it does not grant someone greater worth than anyone else."
Jul 12th 2020
EXTRACT: "Remember, your wellbeing is extremely important when supporting someone with depression. Take time for self-care so you can model positive behaviours and be replenished enough to provide this crucial support."
Jul 4th 2020
EXTRACT: "--- Nobody is more dangerous than he who imagines himself pure in heart, for his purity, by definition, is unassailable. --- Author James Baldwin’s words, written in the America of the late 1950s."
Jun 29th 2020
EXTRACT: "Numerous studies have shown that children who grow up in more deprived neighbourhoods tend to have worse physical health as adults compared to those raised in more affluent areas. This is the case even when researchers take into account family income and education, and whether or not parents have major illnesses. In order to address this health disparity, researchers need to understand how those living in disadvantaged neighbourhoods end up with worse health outcomes. Our team’s latest study has highlighted one potential way your childhood neighbourhood may influence your health for years to come. It might do so through changing how the activity of your genes is regulated."