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Edward B. Driscoll, Jr.

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The Making of 2001: A Space Odyssey
The Making of 2001: A Space Odyssey
by Stephanie Schwam
Edition: Paperback
Price: CDN$ 17.64
22 used & new from CDN$ 7.23

3.0 out of 5 stars Not Bad - But Look For Better "Making of '2001' Books, March 26 2000
This isn't a bad book about the making of "2001: A Space Odyssey", one of the great films of the 20th century. But there are a couple of better books to look for on this subject.
The first is Jerome Agel's original, "The Making of Kubrick's 2001", released in the late 60s, soon after from the film. The other is Piers Bizony's "2001: Filming The Future", released in 1995. Brozney's book is more conventional, Agel's is a very "McLuhan-esque" collage of reviews, interviews, and dozens of photographs.
Stephanie Schwam has edited together articles and excerpts from both books for her "Making of" book. Dedicated Kubrick-ologists may find an interview or two with The Master that they haven't read before, but the Agel and Bizony's books both do a much more thorough job of telling the story of how this great film was made, and unlike Schwam's book include stills and production photos.

Mies Van Der Rohe At Work
Mies Van Der Rohe At Work
by Peter Carter
Edition: Paperback
6 used & new from CDN$ 100.86

5.0 out of 5 stars The Definitive Technical Analysis of Mies's Architecture, Feb. 18 2000
Peter Carter, who studied under Mies at IIT, wrote this book in the early 70s, shortly after Mies died. It's been long out of print, and I paid dearly to get a copy of the original version, shortly before this rerelease was announced. A lot has happened in architecture since it was written and yet Mies's best work still shines as brightly. For anyone with an interest in Mies in particular, or modern architecture in general, whether as a professional or layman, this is a must-have book.

My Life in Advertising and Scientific Advertising
My Life in Advertising and Scientific Advertising
by Claude Hopkins
Edition: Paperback
Price: CDN$ 13.68
43 used & new from CDN$ 3.55

5.0 out of 5 stars Two Classic Introductions To Direct-Response Advertising, Dec 5 1998
Advertising man Claude Hopkins (1866- 1932) was one of the true pioneering masters of direct response marketing.
How much of a master was he? Hopkins routinely earned close to $200,000 per year (this was in the 1920's when $200,000 was a lot of money. Come to think of it - it's not exactly pocket change today!)
Hopkins invented many of the direct response techniques that my firm teaches our clients. He was a master at testing headlines for the best response. Heck, he invented the test marketing of ad campaigns doing small, controlled tests with a limited budget to make sure a campaign worked before spending large sums of money.
Hopkins was a master (and major proponent) of writing, clear, simple copy that anyone could read. He feared that too-clever copywriting would detract from the only function of advertising - selling!
(How many of today's ad pro's on Madison Ave. remember that advertising is supposed to sell a product, not build an image, not "get a company's name out"?)
Hopkins wrote two books. The first was 1923's "Scientific Advertising", where he lays out his theories on copy writing, headlines, test marketing, the appearance of direct mail and space ads, the importance of mastering mail-order advertising as a precursor to advertising anything else, and other key strategies.
In 1927 he wrote "My Life In Advertising", which is (obviously) his autobiography. While this book isn't as important a work as "Scientific Advertising", both have been out of print for years. In 1995, they have been reissued as a two for one book by NTC Business Books of Lincolnwood (Chicago), Il.
What's amazing is how undated the books are, especially "Scientific Advertising". If you want a quick primer on direct response marketing, you could do far worse than reading Hopkins, and employing as many of his strategies as possible in your marketing efforts.

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