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The Advertising Concept Book: Think Now, Design Later Hardcover – 4 Aug 2008

31 customer reviews

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Product details

  • Hardcover: 272 pages
  • Publisher: Thames & Hudson (4 Aug. 2008)
  • Language: English
  • ISBN-10: 0500514054
  • ISBN-13: 978-0500514054
  • Product Dimensions: 20.9 x 3.4 x 25.2 cm
  • Average Customer Review: 4.9 out of 5 stars  See all reviews (31 customer reviews)
  • Amazon Bestsellers Rank: 88,545 in Books (See Top 100 in Books)
  • See Complete Table of Contents

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Review

'Enormously encouraging, practical and entertaining. If this book could stand in front of a class and talk, I'd be out of a job'
-- Tony Cullingham, Course Director, The Watford Creative Advertising Course

'Invaluable advice'
-- Creative Review

Review

`If this book could stand in front of a class and talk, I'd be out of a job' --Tony Cullingham, Course Director, The Watford Creative Advertising Course, UK

'Invaluable advice' --Creative Review magazine, August 2008

`A terrific guide' --Paul Belford, Former Joint Creative Director, Abbott Mead Vickers BBDO (for Varoom magazine, Issue 8, 2008)

'Sound advice for advertising creatives' --Communication Arts magazine, July 2008

'If you are wondering why you haven't won any awards, buy this book and you might find out why'
--The Designer's Review of Books, April 2009 --This text refers to an out of print or unavailable edition of this title. --This text refers to an alternate Hardcover edition.

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Most Helpful Customer Reviews

25 of 25 people found the following review helpful By Stevish on 30 Sept. 2008
Format: Hardcover
I'm a junior art director doing the rounds with my book in the North and South of England. I have read many advertising books, and I have to say this one is a breath of fresh air. It is the first one that really addresses the modern issues of advertising.

Why this book is brilliant; It is like reading the "creative advertising" book by Mario Pricken but 10 times better because it tells you how to make campaigns and not "one-shot" ads. It deconstructs adverts as recent as Apples "I'm A Mac, I'm a PC" and Fallon's great Skoda work.
It also has loads of useful advice which I could spend all day talking about. (but I won't spoil it)

I cannot recommend this book enough to any young creative team who feels lost after graduating. Agencies will tell you many different things but this book finds the middle ground and will help you find the right path quicker. My only complaint is that this book didn't come out sooner.

Probably the best book since Hey Whipple Squeeze This.
Well done Pete Barry!
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5 of 5 people found the following review helpful By lawrence hearn on 24 Feb. 2011
Format: Paperback
I have never written a review on Amazon before even though I have been buying things from amazon for years years. However, I just had to write a review on this book as it is absolutely fantastic in every aspect. I've been a junior art director for 3 months and I got around 10 advertising/art direction books this christmas, none of which came close to how informative and useful this one is. I'm only 3/4 of the way through it, and if I could award it 6,7,8,9..even 10 stars I genuinely would. It is such a refreshing change to see a book with ads brought back to scamp basics. Of course they are obviously not the originals, but they still does the same trick of communicating the raw idea to the reader without the frills of macced up visuals.

It has tons and tons of useful examples of drawn adverts, advice, information, techniques and useful tips throughout which the author refers back to continously (including page numbers) making a new point, or to underline a previous one. This makes the book an incredibley enjoyable and sueful read. It also features brilliant examples of students work which again is a refreshing change for a published book. I wish I had this book when I was at university it would have been so useful to recieve and be able to breakdown information which you will really only learn from your peers in the ad industry.

To sum up the best book I have ever bought in terms of advertising/art direction and a must buy for students, juniours, medium weight and I would even dare I say it senior art directors. I genuinely cannot give this book enough credit in a review, you really will have to buy it yourself to see.

I can guarentee I will have this book by my side for the rest of my career. Hats off to you Mr Pete barry
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9 of 10 people found the following review helpful By E. C. Cullingham on 12 July 2010
Format: Hardcover
Many years ago, Peter Barry was a student of mine on the Watford Creative Ad Course .
He was always attentive. Always making notes. He was as alert as a fox on the run.

Peter was incredibly enthusiastic on the processes of lateral strategic thinking.

He would love talking about creativity and rationalising on how the creative mind cracks marketing problems.

It's great to see his thoughts published in this easy to use and highly enjoyable book.

Many of my graduates could write a book on creative advertising but I don't think any of them could produce a book that was so incisive, enlightening and practical.

This is simply the best book any aspiring advertising creative can buy.

Tony Cullingham. Tutor/Leader Watford Creative Ad Course.
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2 of 2 people found the following review helpful By Peter Adams on 11 Feb. 2011
Format: Hardcover
Clearly, a superb reference for the advertising creatives out there.

I am not one such beast, but was piqued by the idea that visual communication is often about convincing the audience to the merit of the presentation.

To that end, I received the book yesterday and have been devouring the content since. It is eye opening stuff, challenging the use of image and typography with copious examples from the real world, coupled with guidance and exercises to stimulate the creative process in the context of the strategy and campaign outcomes desired.

I urge anyone involved in the job of influencing outcome via presentation to acquire and review the contents. It will make an impression on the dull, dubious, duplicated powerpoints you deliver to your audience today.
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1 of 1 people found the following review helpful By P C HEMSLEY on 6 May 2013
Format: Hardcover Verified Purchase
Thoughtfully and authoritatively written by someone who has been there, done that and got the T-shirt - several times over - yet with an engaging modesty. This book tutors, encourages and teaches rather than lecturing, dictating and directing. The style, based on hand-drawn artwork is a trifle idiosyncratic but nonetheless works well, though I felt occasionally that I would have liked to see the "finished article" - but then I guess that this provides encouragement for the reader to go off and do a web search to find the appropriate images. Mr Barry points us in the right direction but expects us to put some efforts in our achieving greatness!

Although I perused the printing history, preface and introduction, I found no reference there to this being an undergraduate textbook. However, increasingly as I read through the book I found more and more "teacherly" advice, direction and exercises such that by the final chapter I almost felt as though I were back as a student. There is nothing wrong in producing textbooks but a consistency of style throughout the work considerably enhances readability and assimilation. This work read rather as though the first edition was created as a reference book and a guide for aspirant creative but that this had been mutated for the second edition (which I read) to be more suitable as university course reading and teaching material.

Overall this is an excellent book, well worth a thorough read (and several re-reads): I would rank it as #2 on my creative bookshelf, after Luke Sullivan's imitable "Hey Whipple, Squeeze This". Unless you're really broke, buy both - and read them.
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