Customer Reviews:
 Pick of the bunch for advertisers December 22, 2007
9 out of 9 found this review helpful
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.
innovative February 7, 2007
2 out of 6 found this review helpful
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.uk a good advertising rescource, there are lots of other similar ones in the book.
Excellent book for Ads April 10, 2005
5 out of 12 found this review helpful
Clearly structure, brilliant ideas bring you to a new advertising world. I like it!
open your mind !!! June 25, 2002
17 out of 26 found this review helpful
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 !!!
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