Watching the Monocle podcasts today about the Venice Architecture Biennale, I was struck by a definition of architecture as "not just about buildings but what we think about buildings or how we talk about buildings".
This seems to suggest a broader cultural definition of 'advertising'.
Then I saw the pointlessness of 'old fashioned' advertising imploring us not to dump our free copies of Metro newspapers. Surely the 'advertising' response should have been to exmine how these freesheets have created this behaviour in the first place, and see how the business process could be re-engineered?
So, to that end, would the advertising world be better served by a Biennale, exploring the meanings and definitions of the industry, rather than the good 'old fashioned' Cannes festival?
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