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Advertising Concept Book Paperback – Jul 8 2008

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Paperback, Jul 8 2008
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Product Details

  • Paperback: 256 pages
  • Publisher: Thames and Hudson (July 8 2008)
  • Language: English
  • ISBN-10: 0500287384
  • ISBN-13: 978-0500287385
  • Product Dimensions: 2 x 20.3 x 24.1 cm
  • Shipping Weight: 567 g
  • Average Customer Review: 5.0 out of 5 stars  See all reviews (1 customer review)
  • Amazon Bestsellers Rank: #254,538 in Books (See Top 100 in Books)

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By JeffSimpson on July 23 2012
Format: Paperback Verified Purchase
This book is a must for any one working in the creative side of advertising. Great to see ads as simple concept sketches.
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Most Helpful Customer Reviews on (beta) 24 reviews
27 of 31 people found the following review helpful
Looks great Aug. 4 2008
By Book Lover - Published on
Format: Paperback
The point of this book is that the concept is king. Focus on great ideas, and only then should you focus on crafting them with whatever tools you need - PhotoShop, InDesign, and so on. To illustrate (excuse the pun) the point, every single ad in the book has been done as a pencil sketch (or comp, or scamp, or rough, depending on your preferred terminology). These sketches alone are beautifully done. They cover many of the most famous ads of all time, and they do make their point well: the great ideas shine through.

The book is broken up into expected sections: Print, TV, Taglines, Strategy and Ideas, Integrated, and so on. There is detailed coverage of different types of strategy, a series of `tools' to help generate ideas, and lots and lots of examples - including some (often very good) from Barry's own students. The author makes some very good distinctions. For example, many advertising teachers insist that students avoid puns. Barry draws the distinction between various types of headline that use bad puns and other headlines - many of them classic ads - that use strong double-meanings. As I think George Felton says in his great book (Advertising: Concept and Copy), "It's got to cut both ways" - in other words, both meanings need to work. Anyway, it's a worthwhile discussion.

Barry clearly has a lot of experience both in agencies and in teaching. Sometimes he over-explains the point, but I actually don't mind this because at least it means it's well understood.

There's a lot that you'd find in other good advertising books, like "Hey Whipple" and "Advertising: Concept and Copy" but there's enough new material to make it worth adding to your library. I've been getting an enormous amount from it already.
3 of 3 people found the following review helpful
So much to learn Dec 27 2012
By Esther - Published on
Format: Paperback Verified Purchase
This the the advertising bible. If all advertising followed what is written in this book, it would be a better place with less "IN YOUR FACE" advertising. It would create a world of more thought provoking and relationship based branding influence.

It reminds you that advertising starts at the concept and is an art that you have to slowly build and perfect.
Thank you Pete, I see my job in a different light.
2 of 2 people found the following review helpful
A must for any ad student July 9 2013
By Fitz - Published on
Format: Paperback Verified Purchase
This covers it all, in a way I've never seen before. As a graduate of one of the world's best graduate programs for advertising, I couldn't help but notice a good piece of my education could have been skipped if I'd read this earlier. It's my bible; I still reference it though I work at a top agency in NYC. Gold.
2 of 2 people found the following review helpful
Got me through portfolio school April 2 2013
By Illianete Ferandez - Published on
Format: Paperback Verified Purchase
Stop thinking of stupid ideas and buy this book. If you want to come up with amazing mind blowing ideas that make your teachers head spin, crack open this book and think think think!
2 of 2 people found the following review helpful
Practical Uses Feb. 15 2013
By Bradley Tangonan - Published on
Format: Paperback Verified Purchase
As an ad n00b, I found this book incredibly informative. Strategy and concepting are thoroughly discussed. Explains the creative process well.

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