[12] Advertising & The Paradigm Paralysis

The word paradigm was being tossed around one of my journalism classes the other day in the midst of a PR discussion. We brushed around a definition settling with the idea that "a paradigm shows us what is important and what is not by establishing boundaries. It provides rules for helping us solve problems". Originating from the Greek word paradeigma, it refers to a "pattern, example or sample". In my eyes, a paradigm is a standard set of ways that people often blindly follow. This blind following, or the paradigm effect that comes when people filter out the information that doesn't fit it, paralyzes the average thinker.

Why does this carry any meaning to me or the advertising industry itself? Because it quickly occurred to me that the greats of the industry were not paralyzed by this. They are not the average thinker.

Prior to Bill Bernbach's arrival in the industry, the creative team structure fit snugly into a set pattern. Instead of following the common practice, Bernbach stepped outside of it and made a simple adjustment that would change advertising forever. By pairing copywriters and art directors together in the creative process, he not only broke the old but created a new paradigm.

Think Lee Clow (or his beard) keeps his thought process inside strict parameters? Check out the work TBWA\Chiat\Day has done and think again. Apple was founded upon the principles of breaking outside of the IBM paradigm. Coincidence they hired an agency that could help them do so? I think not.

The list of those who protect themselves against the paradigm paralysis could go on and on including individuals, agencies and accounts. Unfortunately this blog cannot.