FRIENDSPEAK

We are indebted to Prof. Kim B. Rotzoll, currently Dean, College of Communications, University of Illinois at Urbana-Champaign.This work draws widely from his published views about Howard Gossage. Prof. Rotzoll's association with Gossage began in 1962 when he(Gossage) was a visiting Professor at Pennsylvania State University, lecturing on " The Nature of Paid Propaganda." A distinguished advertising educator, his analysis of Gossage's professional work, from the vantage of an academician was especially relevant for this work. Being a personal friend of Gossage, we approached him with a few queries and here are some of his thoughts.

Q. Though Gossage was an advertising professional, he spent a lot of his time criticizing it. Knowing him, how would you explain the paradox?

A. Howard got into the business late in life and always carried somewhat of an outsider's view (what we talked about earlier as the extra-environmental man). The perspective of the theatre to some extent-- furthered by his wife's career as an actress--certainly helped.

Q. When you see the advertising that is produced today, do you see any works that he might have been proud of?
A. They would be relatively intimate print campaigns. Perhaps from some from the West Coast agencies which claim to have been influenced by him.

Q. If he were not an advertising person, what do you think he might have chose to do with his life?
A. Knowing him, I would probably say the theatre or writing.

Q. Gossage has been almost called the Guru of Integrated communication & interactive advertising. In the day and age where media scenario and audience has changed so drastically, what Gossage principles do you think still apply?
A. Certainly his philosophy or writing "ad conversations" would seem to have potential. Although I somehow suspect Howard would have deplored the internet, simply because it lacks the intimacy of a reader and a magazine.

Q. For people with a sense of righteousness and passion like Gossage, do you think fields like cause-related advertising will be a good way to channelize that energy?
A. Sure, but a tough way to earn a living. (Gossage did a lot of Advocacy Advertising but his revenues came from his other clients).

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