- Hardcover: 264 pages
- Publisher: Thames & Hudson Ltd; illustrated edition edition (1 May 2002)
- Language English
- ISBN-10: 0500510741
- ISBN-13: 978-0500510742
- Product Dimensions: 30 x 25.8 x 1.6 cm
- Average Customer Review: 5.0 out of 5 stars See all reviews (5 customer reviews)
- Amazon Bestsellers Rank: 1,067,821 in Books (See Top 100 in Books)
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More About the Author
Product Description
Product Description
What makes an advertisement hard-hitting and memorable? Creative Advertising unravels the creative processes behind some of the most original and effective campaigns of recent years. Mario Pricken showcases over 200 examples of international advertising from a wide range of media including books and magazines, billboards, television, cinema and the Internet. Clearly presented and extremely accessible, each chapter highlights different practical methods for creating original and unforgettable advertisements, from finding the elusive 'big idea' to re-working classic techniques. The selection covers award-winning work from some of the biggest and most influential names in the industry alongside such exciting young agencies as London-based mother ltd. All brilliantly demonstrate a fascinating range of approaches including ways of visualizing concepts, the art of illusion and paradox, using metaphor and analogy, and deploying shock tactics and humour. Interviews with international luminaries of the advertising world also provide valuable insight into the working practices of top creatives. Entertaining and inspirational, Creative Advertising is an indispensable book for all designers, art directors, and anyone looking to sharpen their creative edge.
About the Author
Mario Pricken is a creative director and direct marketing consultant who trains creative teams from advertising agencies and marketing departments. He has written widely on his innovative techniques.
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Customer Reviews
Most Helpful Customer Reviews
29 of 29 people found the following review helpful
Format:Paperback|Amazon Verified Purchase
Which book to buy on advertising?
If you are interested as a lay person in understanding how advertisers work, then "Ogilvy on Advertising" probably can't be beaten -- even though it's quite a few years old now.
If you want to understand the history of advertising, then "Twenty Ads that Shook the World" is pretty good.
If you are a student, then "The fundamentals of creative advertising" is a good place to begin.
If you just want a really beautiful (and inspiring) book, then "Advertising - new techniques for visual seduction" is superb.
However, if you are an advertiser, and you want to raise your game, maybe to the world-class, this book is the pick of the bunch. It organises its obligatory (and delicious) pictures of successful ads around the creative process that led to them. The largest section, "The Kickstart Catalogue", gives a "kickstart question" to go with every ad presented. This neatly gets beyond the great frustration of looking at advertising books -- they tell you want wonderful ideas have been used, and are therefore no longer available. Although you can't steal the ad, you can use the kickstart question, such as "How can a benefit be represented by showing the opposite of what people expect?"
The Kickstart catalogue occupies 150 of 264 pages. There are also good sections on developing the creative team, on humour, on classic creative techniques and on visualisation, as well as a useful section of interviews and resources.
If you just like reading books about advertising, this is probably a nice book to have on your coffee table. If you make your living from advertising creativity, this is probably a book you will want to keep on your desk.
If you are interested as a lay person in understanding how advertisers work, then "Ogilvy on Advertising" probably can't be beaten -- even though it's quite a few years old now.
If you want to understand the history of advertising, then "Twenty Ads that Shook the World" is pretty good.
If you are a student, then "The fundamentals of creative advertising" is a good place to begin.
If you just want a really beautiful (and inspiring) book, then "Advertising - new techniques for visual seduction" is superb.
However, if you are an advertiser, and you want to raise your game, maybe to the world-class, this book is the pick of the bunch. It organises its obligatory (and delicious) pictures of successful ads around the creative process that led to them. The largest section, "The Kickstart Catalogue", gives a "kickstart question" to go with every ad presented. This neatly gets beyond the great frustration of looking at advertising books -- they tell you want wonderful ideas have been used, and are therefore no longer available. Although you can't steal the ad, you can use the kickstart question, such as "How can a benefit be represented by showing the opposite of what people expect?"
The Kickstart catalogue occupies 150 of 264 pages. There are also good sections on developing the creative team, on humour, on classic creative techniques and on visualisation, as well as a useful section of interviews and resources.
If you just like reading books about advertising, this is probably a nice book to have on your coffee table. If you make your living from advertising creativity, this is probably a book you will want to keep on your desk.
Format:Paperback|Amazon Verified Purchase
a fantastic book that shows great advertising from around the world. apart from showing advertising i found that this book has also acted as a source of conjecture for helping me produce ideas. you can use this book to help push yourself and push the boundaries of your thinking. i highly reccomend this book...
18 of 27 people found the following review helpful
Format:Hardcover
With this book you will learn how to think, plan and design working-advertises. Lots of well-known advertises are analysed in order to understand why the author did all the decisions... what to design, that message you want to trasmit to the viewer and so on.
You will not find "how-to-do-it", or "hands-on" sections, but only suggestions on how to think about a product, how to design it, what customers will think viewing your art-work.
Simply outstanding !!!
You will not find "how-to-do-it", or "hands-on" sections, but only suggestions on how to think about a product, how to design it, what customers will think viewing your art-work.
Simply outstanding !!!
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Most Recent Customer Reviews
innovative
excellent- an easy read and ideas seem very exciting to adopt, from a virtual point of view as I was in the beauty industry I found headtotoebeauty.co. Read more
Published on 6 Feb 2007 by tony
Excellent book for Ads
Clearly structure, brilliant ideas bring you to a new advertising world. I like it!
Published on 10 April 2005 by "mu-k"
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