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In redoubled efforts to get the message across in a media-saturated world, ad agencies are turning to a more enduring and all-embracing method of reaching their audience - don't speak. This is a collection of the smartest ways in which today's advertising professionals have promoted, publicised and sold products and services with hardly a single word in sight. Trawling the best work from TV, billboards, print, the Web and radio, the author has compiled an intriguing array of international examples. There is also a discussion of the unique relationship that is formed between consumer and brand by using this method of advertising, and (no)copywriters talk in depth about their approach.
A candid and indispensable primer on all aspects of advertising from the man Time has called "the most sought after wizard in the business." Told with brutal candor and prodigal generosity, David Ogilvy reveals: • How to get a job in advertising • How to choose an agency for your product • The secrets behind advertising that works • How to write successful copy—and get people to read it • Eighteen miracles of research • What advertising can do for charities And much, much more.
This book collects together pieces by significant figures in American advertising, including George L. Dyer, who at the time of his death left almost no other written record of his point of view. There is a substantial introduction by the editor, which interweaves the history of advertising with the history of the era of American industrial coming-of-age, touching not only on the impact of mass-production, but also the beginnings of corporate social responsibility.
Advertising Creative is the first “postdigital” creative strategy and copywriting textbook in which digital technology is woven throughout every chapter. The book gets right to the point of advertising by stressing key principles and practical information students and working professionals can use to communicate effectively in this postdigital age. Drawing on personal experience as award-winning experts in creative advertising, Tom Altstiel and Jean Grow offer real-world insights on cutting-edge topics, including global, social media, business-to-business, in-house, and small agency advertising. In this Fourth Edition, Altstiel and Grow take a deeper dive into the exploration of digital technology and its implications for the industry, as they expose the pervasive changes experienced across the global advertising landscape. Their most important revelation of all is the identification of the three qualities that will define the future leaders of this industry: Be a risk taker. Understand technology. Live for ideas.
A copybook in an unknown hand, including essays by Francis Bacon, Thomas Betterton, etc.
Allow me to blast a ray of sunshine through the murky clouds hovering over advertising agencies and marketing departments alike. If you've got talent, I can keep you from rolling an embarrassing string of gutter balls. Chew With Your Mind Open is here to make it make sense to the degree that advertising ever will. The politics. The personalities. The nonstop problems in need of smart and effective solutions. I was lucky. I had a great thinker in my corner for over two decades. A rock-solid, real-live 24/7 mentor. My father, Guy Day, knew the advertising racket well and was no stranger to remarkable creative work. He co-founded Chiat/Day as a writer and was the agency's president, twice. My dad helped inspire some of the best advertising of the 20th century, Apple's "1984" Super Bowl spot for example. He also inspired me. What my father gave me, is what I'm now ready to give you. Just enough big-picture guidance to be dangerous. My advice can keep you from falling into unproductive time-sucks and sinking in conceptual quicksand. I'll help you avoid the chronic wallowing, unneeded politicking, and blame game that's all too common in the business. I'll help you develop good habits that will serve you well in the worst of times. Throughout my book, I'll share how I got -- and still get -- my best thinking through the gauntlet without collecting a huge assortment of knives in my back. Granted, a few of them will be unavoidable. I'll address that part, too. My knowledge comes from real-life experiences, and my book is broken down by subject and is served one easily digestible nugget at a time. Sometimes my experiences are funny, other times embarrassing, but they always reveal an underlying truth and a learning opportunity that could spare you some scar tissue. Along the way, readers will be in the room with me as I present work, defend it, debate clients, and push the best thinking forward.
In 1995, the D&AD published a book on the intricate art of writing for advertising. Now, D&AD and TASCHEN join forces to bring you this updated and redesigned edition with essays by 53 leading professionals from across the world. This book isn't just indispensable for marketing writers, but for anyone who needs to win people over online, on...
This text covers the process of conceptualizing creating advertisements that gain attention and produce results. It focuses on understanding both the market-oriented issues that underlie the development of an effective, creative strategy (What to say), and the technical issues of headlines, visuals and copy (How to say it). Samples of classic and recent professioanl advertisements are included.
Rarely has a book about advertising created such a commotion as this brilliant account of the principles of successful advertising. Published in 1961, Reality in Advertising was listed for weeks on the general best-seller lists, and is today acknowledged to be advertising's greatest classic. It has been translated into twelve languages and has been published in twenty-one separate editions in fifteen countries. Leading business executives, and the advertising cognoscenti, hail it as "the best book for professionals that has ever come out of Madison Avenue." Rosser Reeves says: "The book attempts to formulate certain theories of advertising, many quite new, and all based on 30 years of intensive research." These theories, whose value has been proved in the marketplace, all revolve around the central concept that success in selling a product is the key criterion of advertising. Get Your Copy Now