This is a truly revolutionary book that, since its appearance in 1995, has literally blown up the world of advertising, forcing you to take a fresh look at this business. Its author, the French scientist Jean-Marie Dru, who became a world-famous and revered classic of advertising, managed not only to clearly demonstrate the most stable “stamps” of mass consciousness, but also showed how, by destroying them, achieve success, beat competitors, and occupy your niche on the market. Translated into many languages, “Breaking Stereotypes” is a bible not only for advertisers, entrepreneurs, marketers, journalists, but also for all those who are not afraid to think creatively, improve themselves, and push the boundaries of their consciousness. We are confident that the Russian reader will also find this book useful and entertaining, and the innovative ideas of J.-M. Dru worthy of the closest attention and study.