“The times they are a-changin’,” Bob Dylan once sang.

No truer words have been spoken, or sung for that matter.

Styles change, culture changes, technology changes, technology changes culture, and, certainly, politics change.

But most of the fundamentals of advertising do not change. I’m not talking about Ogilvy’s 39 Rules of Advertising, many of which were based on consumers of the 50s and 60s. I’m talking about the four or five basic rules of persuasion that never change no matter what the cultural milieu. Rules that spring forth from that wacky thing called human nature. You know, jealousy, greed, lust and the more elevated motivations like love of family, appreciation of music, empathy and sympathy.