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Twentieth-century Advertising Hardcover – 29 Oct 1999

3.0 out of 5 stars 2 customer reviews

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Hardcover, 29 Oct 1999
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Product details

  • Hardcover: 256 pages
  • Publisher: Carlton Books Ltd (29 Oct. 1999)
  • Language: English
  • ISBN-10: 1858685206
  • ISBN-13: 978-1858685205
  • Package Dimensions: 28.2 x 23.8 x 2.6 cm
  • Average Customer Review: 3.0 out of 5 stars 2 customer reviews
  • Amazon Bestsellers Rank: 527,072 in Books (See Top 100 in Books)
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Product description

From the Author

In Twentieth-Century Advertising, the creators of the century's greatest ads reveal the stories behind the major campaigns.

Where ideas come from How concepts develop What makes a good ad Why sex works When controversy boosts sales ... and when it doesn't

Creative nuggets

"Creativity is about breaking laws," John Hegarty, creative director, Bartle Bogle Hegarty, London

"I was driven by ambition and avarice," David Ogilvy, founder of Ogilvy & Mather Worldwide

"The Rolling Stones were already a bit plastered when I arrived at 11 o'clock in the morning," Michael Joseph, photographer

"The only way to achieve good advertising is to approach it with a sense of fun," Holger Jung, partner, Jung von Matt, Hamburg

"Our job is not to spend our clients' money quietly. Our job is to make them rich," Neil French, creative director, Ogilvy & Mather, Singapore

"A day's shoot always happens in 10 minutes. Everything else is thinking and talking," Andreas Heumann, photographer

"Nowadays you can't photograph a girl without a naked bottom," Horst, photographer

"We wanted Horst for the campaign because we knew he could be extremely provocative," Gad Romann, creative director, Romann and Tannenholz, New York

"The Absolut Vodka campaign is a client's dream: the bottle is centre stage, the product name is in the headline and there isn't too much borrowed interest," Arnie Arlow, creative director, TBWA, New York

"The art of reduction is as important for the advertising creative as it is for the artist," Marcello Serpa, creative director, Almap BBDO, Sao Paulo

"We believe advertising can be used to say something besides selling a product - something more useful. I wish some cigarette or car company would devote their incredible budget to promoting social issues," Oliviero Toscani, creative director/photographer, Benetton, Italy

"Having your ad banned is an excellent way of ensuring your product becomes famous," Neil French, creative director, Ogilvy & Mather, Singapore

"The consumer knows you're playing a game and he can bring a lot to your ad. Having done a bit of work on it, the pleasure of understanding the ad is all the greater," Frank Lowe, chairman of the Lowe Group, London

"The creative process starts with gathering all the material and consuming it. Then take a break and let your subconscious work on it. You usually come back with an answer," Jay Chiat, founder Chiat Day, San Francisco/New York

"The brain is the best computer in the world; you just feed it information, then step back and let your subconscious take over," Graham Fink, art director, Saatchi & Saatchi, London

"I prefer to leave some questions unanswered to give the viewer something to think about," Brian Griffin, photographer, commercials director

"The TV commercial made it almost impossible for me to take pictures in the street," David Bailey, photographer, commercials director

"If an idea works well and is successful, keep using it until it runs dry," David Ogilvy, founder of Ogilvy & Mather Worldwide

"A great idea comes out of understanding what makes the brand tick, then you need to ask, does it make the hairs on the back your neck stand up?" John Hegarty, creative director, Bartle Bogle Hegarty, London

"The Benson & Hedges surreal campaign was the single most important shift in the way advertising used photography during the late 1970s and early 1980s," Alan Waldie, art director, Collett Dickenson Pearce, London

"Gold wrapped cigarettes made more money than gold," Adrian Flowers, photographer

"You can't really say anything about beers or cigarettes, so you can have a ball and do really crazy things," Graham Fink, art director, Saatchi & Saatchi, London

"Being creative can be a hazardous route. The gamble is greater, but if it works, the rewards are also greater," Paul Arden creative director, Saatchi & Saatchi, London

"We are aware of the responsibility we have as a part of the most powerful industry in the world. We try to use this power to the good," Ingebrigt Steen Jensen, creative director, JBR, Oslo

"For an ad to work it has to relate to someone, and the more closely it can relate, the more effective it will be," Robin Wight, partner, WCRS Matthew Marcantonio, London

"When filming underwater, it is most important that the models trust me because they are putting their lives in my hands," Michael Portelly, photographer, commercials director

"It's better to work without a brief. You're free to use your imagination and you perform better because it's more of a personal effort," Elliott Erwitt, photographer

"I get really, really bored shooting to a formula. I don't like to do anything on a steady diet," Elliott Erwitt, photographer

"There's no such thing as a simple advertising job; there's always a sting," Terence Donovan, photographer

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on 12 November 2010
Format: Hardcover|Verified Purchase
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on 22 October 2014
Format: Hardcover
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Most helpful customer reviews on 5.0 out of 5 stars 1 reviews
9 people found this helpful.
5.0 out of 5 stars20th century advertising at 20th century standards.
on 30 May 2000 - Published on
Format: Hardcover

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