Advertising: John Hegarty Americans switch TV channels every three minutes. Spurred on by easy money, and instant communication we absorb and forget ideas faster than ever before. The three-minute culture entertains and entices us into buying not just products and lifestyles but politics and philosophies. In this series
Michael Ignatieff explores the throwaway decade through the eyes of six leading players. This week he examines advertising with John Hegarty , creative director of Bartle Bogle Hegarty - a man who can sell you sagas about jeans, cars or tights in 60 seconds.
Photography JEREMY HUMPHRIES Producer MARK HARRISON
Series producer AMANDA THEUNISSEN BBC Bristol
● ROGER WODDIS : page 94