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9780500284766

Creative Advertising : Ideas and Techniques from the World's Best Campaigns

by
  • ISBN13:

    9780500284766

  • ISBN10:

    0500284768

  • Format: Paperback
  • Copyright: 2004-05-01
  • Publisher: W W Norton & Co Inc
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List Price: $39.95

Summary

What makes an advertisement memorable? Creative Advertising unravels the creative process behind some of the most original and effective campaigns of recent years. Mario Pricken showcases over two hundred examples of international advertising from a wide range of media including magazines, billboards, television, movies, and the Internet. Each chapter highlights different practical methods for creating innovative and unforgettable advertisements, from finding the elusive "big idea" to reworking classic techniques. The selection covers award-winning work from some of the biggest and most influential names in the industry, such as J. Walter Thompson and Saatchi and Saatchi, along with exciting young agencies such as London-based Mother Ltd. All 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 humor. Interviews with international luminaries of the advertising world provide invaluable insights into the working practices of top agencies. Entertaining and inspirational, Creative Advertising is an indispensable book for designers, art directors, copywriters, and students of advertising. Over 450 illustrations, 380 in color.

Author Biography

Mario Pricken is a creative director and direct marketing consultant

Table of Contents

What this book can do
8(4)
PART I DREAMTEAM: A FRAMEWORK FOR GREAT CREATIVE PERFORMANCE
DreamTeam, a basis for every meeting
12(2)
Your brief creates space for a motivated team
14(1)
Switch on all five senses
15(1)
Go into meetings with a clear goal
16(2)
Always separate the ideas phase from the evaluation phase
18(1)
Avoid idea killers
19(1)
Use doodles to visualize your ideas
20(2)
Grab ideas and run with them
22(1)
Look for the positive in other people's ideas
23(1)
Make mistakes and have fun doing it
24(1)
Stick with it, the best ideas are yet to come
25(1)
Develop your sense of humour
26(1)
Wait before evaluating ideas
27(1)
Select ideas creatively
28(1)
Turning ideas into action
29(3)
PART 2 THE KICKSTART CATALOGUE: FINDING IDEAS THAT COMMUNICATE
Introducing the KickStart catalogue
32(2)
The KickStart catalogue
34(6)
Without words
40(5)
Mixing and matching
45(5)
Comparative juxtaposition
50(5)
Repetition and accumulation
55(3)
Exaggeration
58(4)
Turn it right around
62(4)
Omission and suggestion
66(5)
Paradoxes and optical illusions
71(3)
Provocation and shock tactics
74(7)
Playing with time
81(4)
A change of perspective
85(5)
Spoofs and parodies
90(4)
Symbols and signs
94(7)
Come and play
101(5)
Telling stories
106(6)
Absurd, surreal, bizarre
112(6)
Take it literally
118(4)
Change the product
122(6)
Alternative uses
128(5)
Double meanings
133(5)
Play with words
138(5)
In the beginning was the word
143(5)
Reframing: a key to creative thinking
148(6)
Metaphor and analogy
154(10)
Break out of the frame
164(8)
Alternative media
172(10)
PART 3 COPY WITH PUNCH: USING WIT AND HUMOUR
Structuring jokes
182(2)
A practical guide to joke-making: constructing and disrupting frames of reference
184(4)
Developing punchlines
188(2)
Adapting and using existing punchlines
190(3)
Make the most of black humour
193(4)
Unintentional humour and situation canedy
197(3)
Blue humour
200(6)
PART 4 CLASSIC CREATIVE TECHNIQUES
The morphological matrix
206(8)
Osborn's checklist
214(8)
Visual synectics
222(4)
PART 5 VISUALIZATION: MOVIES IN YOUR MIND
Tools for professional dreamers
226(2)
Synaesthesia
228(1)
Controlling the pictures in your mind
229(1)
Aids to visualization
230(1)
Brainfloating
231(1)
Develop ideas through storyboarding
232(4)
PART 6 INTERVIEWS AND RESOURCES
Walter Lurzer, Professor, University of Applied Art, Vienna
236(2)
PJ Pereira, Creative Director, New Media Agency Agenciadick
238(3)
Johan Kramer, Kesselskramer Advertising Agency
241(3)
K.C. Tsang, Executive Creative Director, BBDO Hong Kong
244(6)
Stefan Sagmeister, Graphic Designer
250(4)
The team behind this book
254(2)
List of agencies
256

Supplemental Materials

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