In its third volume, Best Rejected Advertising introduces a new concept. While the previous two volumes selected only campaigns that were cancelled by clients on aesthetic, commercial, or strategic grounds, this third volume focuses on rejection for reasons of censorship. Perhaps in an effort to reach an ever-jaded audience, advertising has frequently resorted to increasingly jarring and provocative campaigns. Calculating the benefits of eye-catching provocation against the detrimental effects on public opinion caused by disturbed sensitivities, many of these campaigns were pulled. Comparing accepted products with work that never reached the public, Best Rejected Advertising Volume 3 allows for a view behind the scenes of a self-regulating industry that encourages mass consumption, while itself being driven by the rules of demand and supply. At its best, advertising is artful seduction. Though it might appear that the rule of reason is often by-passed by advertisers, serious consideration has gone into this appearance of effortlessness and nonchalance. The third volume of Best Rejected Advertising, edited by a jury of creative directors from leading international advertising agencies, draws attention to the often cynical calculations that reject outright provocation in favor of the more insidious influence of gentle manipulation.
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