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Advertising Concept Book [Paperback]

Pete Barry
5.0 out of 5 stars  See all reviews (1 customer review)
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Book Description

July 8 2008
An essential introduction to the field for all students in advertising, communications, marketing, and allied fields, and an invaluable reference for professionals

How do you write a great ad? Pete Barry, who worked at Ogilvy London and now teaches in New York, goes straight to the basics: work out what you want to say, who you are saying it to, and how you want to say it. No amount of glossy presentation will make a successful ad if the idea behind it is unconvincing.

Structured to provide both a complete course on advertising and a quick reference on particular topics, the book covers every aspect of the business, from how to write copy and choose a typeface to how agencies work, to the different strategies used for print, TV, film, and other types of media, including interactive. In a unique feature, Barry provides his own concept drawings of nearly 400 of the greatest ads of all time.

Exercises throughout will help both students and professionals assess their own work and that of others. Having critiqued and directed over 45,000 student ads, Barry outlines simple rules about where to start and how to "push" an ad to turn it into something exceptional. He explains how to work in a team, or not; how to best present projects; and how to turn an idea into a campaign.

Frequently Bought Together

Advertising Concept Book + Hey, Whipple, Squeeze This: The Classic Guide to Creating Great Ads
Price For Both: CDN$ 41.12

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The book supports our school's philosophy: have a great concept before you run to the computer. --Maria Scileppi, Associate Director, Chicago Portfolio School --This text refers to the Hardcover edition.

About the Author

Pete Barry teaches Advertising Design at Syracuse University. His most recent awards include a Gold Clio and an AIGA, and he was winner of the Pentagon Memorial Competition.

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Most helpful customer reviews
5.0 out of 5 stars A must 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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Amazon.com: 4.7 out of 5 stars  26 reviews
28 of 32 people found the following review helpful
4.0 out of 5 stars Looks great Aug. 4 2008
By Book Lover - Published on Amazon.com
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.
4 of 4 people found the following review helpful
5.0 out of 5 stars So much to learn Dec 27 2012
By Esther - Published on Amazon.com
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.
3 of 3 people found the following review helpful
5.0 out of 5 stars Ideas - where the money's at Sept. 17 2012
By writersblock - Published on Amazon.com
Format:Paperback|Verified Purchase
I've been looking for a book about the proper way to collect and process ideas and form them into functioning campaigns for a while now. There are tons of books about the process of selling and the process of design and creating but this book covers what you want to know about the steps before all of that. Thinking about what the client wants and the best ways to approach those situations. Great book - huge fan!
3 of 3 people found the following review helpful
5.0 out of 5 stars A must for any ad student July 9 2013
By Fitz - Published on Amazon.com
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.
3 of 3 people found the following review helpful
5.0 out of 5 stars Got me through portfolio school April 2 2013
By Illianete Ferandez - Published on Amazon.com
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!
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