Déformation professionelle - Occupational diseases in advertising and marketing

Axel Eckstein, Executive Creative Director at Leo Burnett Switzerland, writes in Werbewoche about pathology in advertising and marketing. In the thirteenth episode: Order compulsion (normomania).

The compulsion to order is an obsessive-compulsive disorder that expresses itself through an inner urge to want to establish design guidelines (CI rules). The associated loss of flexibility leads to severe impairments in everyday creative work (idea development). The affected person resists the compulsion because it seems senseless, but is unable to willfully counteract it.

Obsessive thoughts
Fear of being held responsible for potential disaster leads to mental circling around certain topics. Spacing: Alternating positions of logo and headline could make the brand invisible. Imagery: Perhaps text-only solutions torment the reader with numbness. Brightness: Clouds, dark shadows or black lines may plunge the target group into deep sadness.

Compulsive acts
The clinical picture ranges from obsessive thoughts to compulsive actions to developed compulsive rituals (CI workshop). In order to reduce tension, the compulsion for order requires the exact execution of a ritualized chain of actions.

Constraints of great complexity and bizarreness are recorded in writing (CI manual). New actions that creep in in the meantime are to be included in the report as exceptions. However, the binding conclusion of the report is usually delayed to such an extent that a completely new system of rules grows in parallel.

Published so far:

Customer distemper (procure distemper)
Director's Cut (conceptus amputatis)
Salmon jam (risum interrupta)
Premature ejaculation (ejaculatio logo praecox)
Idea bedsores (decubitus idea)
Panic-progressive disorder (morbus pendulum)
Margin inflammation (gastritis profit)
Success strabismus (strabismus successus)
Gold fever (febre auri)
Platitourette (repetitio nausea)
Visual fetishism (stimulus best practice)
Probonose (thrombosis facsimile)

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