|
||||||||||||||||||
|
||||||||||||||||||
|
||||||||||||||||||
| |||||||||||||||
|
There is a newer edition of this item:
|
Frequently Bought Together
Product Details
|
Product Description
Book Description
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.
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.
Suggested Tags from Similar Products(What's this?)Be the first one to add a relevant tag (keyword that's strongly related to this product)
|
What Other Items Do Customers Buy After Viewing This Item?
Customer Reviews
|
There are no customer reviews yet on Amazon.ca
|
||||||||||||||||||||
|
Most Helpful Customer Reviews on Amazon.com (beta)
Amazon.com:
4.5 out of 5 stars (13 customer reviews)
21 of 22 people found the following review helpful
4.0 out of 5 stars
Looks great, Aug 4 2008
By Book Lover "H" - Published on Amazon.com
This review is from: Advertising Concept Book (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
5.0 out of 5 stars
Buy it, May 14 2011
By Neil D. Brown "readerdon" - Published on Amazon.com
Amazon Verified Purchase(What's this?)
This review is from: Advertising Concept Book (Paperback)
After more than 40 years working at this craft I think this the best book about how to actually make the creative process work in advertising. While the examples are British they are excellent. Even if you think yourself a practicing expert this is a terrific review of the process. It will re-invigorate your juices to do better work. I could of course debate some of the authors contentions BUT I can not argue this books over all value. If you are just starting in the business, or thinking about working in the agency business or even an old pro BUY THIS BOOK. You will enjoy the read and you will learn.donbrown brownchild ltd inc 1633 Bonnie Brae St Houston TX 77006 don.brown@brownchild.com
1 of 1 people found the following review helpful
5.0 out of 5 stars
amazing, Aug 9 2010
By Dave - Published on Amazon.com
Amazon Verified Purchase(What's this?)
This review is from: Advertising Concept Book (Paperback)
this book really is something else. The most intriguing book I've read about advertising and the creative process. I particularly liked it because it encourages you to be creative as you are reading it. Lovely book. Buy and be happy.
Listmania!
Look for similar items by category
Look for similar items by subject
Feedback
Would you like to update product info or give feedback on images?
|
