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   Book Info

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Creative Advertising: Ideas and Techniques from the World's Best Campaigns  
Author:
ISBN: 0500284768
Format: Handover
Publish Date: June, 2005
 
     
     
   Book Review


Book Description
What makes an advertisement memorable? Creative Advertising unravels the creative process behind some of the most original and effective campaigns of recent years. Mario Pricken showcases over two hundred examples of international advertising from a wide range of media including magazines, billboards, television, movies, and the Internet. Each chapter highlights different practical methods for creating innovative and unforgettable advertisements, from finding the elusive "big idea" to reworking classic techniques. The selection covers award-winning work from some of the biggest and most influential names in the industry, such as J. Walter Thompson and Saatchi and Saatchi, along with exciting young agencies such as London-based Mother Ltd. All demonstrate a fascinating range of approaches, including ways of visualizing concepts, the art of illusion and paradox, using metaphor and analogy, and deploying shock tactics and humor. Interviews with international luminaries of the advertising world provide invaluable insights into the working practices of top agencies. Entertaining and inspirational, Creative Advertising is an indispensable book for designers, art directors, copywriters, and students of advertising. Over 450 illustrations, 380 in color.




Creative Advertising: Ideas and Techniques from the World's Best Campaigns

FROM THE PUBLISHER

"What makes an advertisement hard-hitting and memorable? Creative Advertising unravels the creative processes behind some of the most original and effective campaigns of recent years. Mario Pricken showcases over two hundred examples of international advertising from a wide range of media including magazines and billboards, television, cinema and the Internet. Clearly presented and extremely accessible, each chapter highlights different practical methods for creating original and unforgettable advertisements, from finding the elusive 'big idea' to re-working classic techniques. The selection covers award-winning work from some of the biggest and most influential names in the industry, such as J. Walter Thompson and Saatchi and Saatchi, alongside such exciting young agencies as London-based mother ltd. All brilliantly demonstrate a fascinating range of approaches including ways of visualizing concepts, the art of illusion and paradox, using metaphor and analogy, and deploying shock tactics and humour. Interviews with international luminaries of the advertising world provide invaluable insights into the working practices of top creatives." Entertaining and inspirational, Creative Advertising is an indispensable book for all designers, art directors, copywriters, and students of advertising - in fact, for anyone who makes a living from good ideas and for whom creativity is the key qualification.

SYNOPSIS

Direct marketing consultant Pricken provides 200-plus examples of international advertising from magazines, billboards, movies, television, and the internet. Geared towards agency teams and professionals in the communications industry, the six chapters reveal what successful professionals do to develop concepts and campaigns from initial briefing to evaluation. Topics include a framework for creative performance, finding ideas that communicate, using wit and humor, classic creative techniques, visualization, and interviews and resources. The book contains about 450 illustrations, 380 in color. Oversize: 10x11.5". Annotation c. Book News, Inc.,Portland, OR

     



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