The Universal & The Transient in Advertising

In any serious field of study there is a healthy tension between what is universal and what is transient. This is true in art, literature, history, architecture, science, and virtually every other discipline.

It would be inconceivable to have a serious contemporary writer who was not familiar with the works of Tolstoy, Proust, Joyce, or Shakespeare. It would be unthinkable to have a

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