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The Advertising Concept Book: Think Now, Design Later
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25 of 25 people found the following review helpful
on 30 September 2008
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
on 24 February 2011
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
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
on 11 February 2011
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
on 6 May 2013
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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2 of 2 people found the following review helpful
on 17 January 2012
I bought this book for my husband who runs his own advertising company & also teaches part time.This book has been within arms reach(his!) for the last month.It is now covered in hundreds of colourful little " post its"and despite having bought him many a well reviewed "Advertising" book over the last 20 years ,he is RAVING about this one.I have never written a review for a book on Amazon before but felt I had to with this one.I know I haven't given any practical information but I'd also like to mention that the photograph of the book DOES NOT do it justice.It has a FABULOUS cover, which is beauty in its simplicity.Great Christmas present and according to the one who knows his stuff in my house,a great read!
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9 of 10 people found the following review helpful
on 9 March 2009
The Advertising Concept Book: Think Now, Design Later I wish Pete Barry had written this book eight years ago when I started teaching advertising creativity. On the other hand, I'm madly jealous that he's gone and done it before I got round to it. Buy this book and you won't need to go to college or university. As good as attending the Miami Adschool. Reproducing all example ads as pencil drawing is genius - it proves that the great ideas do not date - it's content not style that matters.
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2 of 2 people found the following review helpful
on 2 April 2010
Best book on advertising one can buy. I wasn't disappointed once from page 1 till the end. The author is clear and concise and, more important, knows what he's talking about. If you wanna become a copywriter or an art director or you're simply interested in knowing how advertising works and see some immortal masterpieces this is the book for you. To be honest, this is a book for everyone - it's pure genius!
If you're still wondering ... yes, it's worth every penny.
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1 of 1 people found the following review helpful
on 3 January 2012
I found this work to be so seminal, that I have come to consider it a field manual for the discipline of advertising and related disciplines of communicating brands' propositions. Clients will find it particularly useful because it sets the standard for the practice, emphasizes and clarifies clients' critical role in creative advertising, and also how to engage their agencies properly. Advertising professionals at all levels will find it particularly useful as it is indispensable, and navigational. I'm glad Pete wrote this at this time.....at least the young bloods won't make some of the mistakes we did. Excellent work!!!
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2 of 2 people found the following review helpful
on 24 November 2009
really great read, no nonsense, no jargon, a real help with my current advertising unit at uni. Big and chunky, definitely got my moneys worth.
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