A candid and indispensable primer on all aspects of advertising from the man Time has called "the most sought after wizard in the business." Told with brutal candor and prodigal generosity, David Ogilvy reveals: • How to get a job in advertising • How to choose an agency for your product • The secrets behind advertising that works • How to write successful copy—and get people to read it • Eighteen miracles of research • What advertising can do for charities And much, much more.
It's up to you to evaluate the headlines, copy, and layout to determine "which ad pulled best". Students and professionals alike will enjoy matching wits with the experts--and learning to write and design better ads in the process.
This study looks at how humour has been used as a marketing tool and explores the work of photographers and art directors to reveal how advertising not only sells the product, but enters into our culture and the language of everyday life. It examines some controversial advertisements of recent years.
Which ad pulled best? challenges readers to compare twenty pairs of print advertisements to determine which 'pulled best'. Through analysing the ads, the book aims to teach readers the basics of effective print advertising.
The Ad-Makers looks at the cinematic form where commerce and creativity collide most dramatically: the TV commercial. Featuring interviews from top professionals in the field, the book provides the kind of behind-the-scenes expertise that it usually takes a lifetime of professional practice to acquire. Gathered from the disciplines of cinematography, directing, producing and editing, the filmmakers tell the stories behind the making of some of the world's top commercials. Each chapter includes an overview of best practice and a host of images-stills from the spots themselves and concept visuals. Exploring the creative process from conception to post-production, The Ad-Makers also covers developments within the industry precipitated by the digital age and the new challenges placed on ad-making by the explosion of social media. With special focus on the shooting and production elements of making a television advert, this book is ideal for all filmmakers who want to build a career in advertising, or, as is increasingly common, feature films. - The stories behind some of the best-known TV commercials, as told by the people who made them - Top producers, designers, storyboarders, directors, editors and visual effects creatives reveal the secrets of the television advertising industry
Americans tend to see negative campaign ads as just that: negative. Pundits, journalists, voters, and scholars frequently complain that such ads undermine elections and even democratic government itself. But John G. Geer here takes the opposite stance, arguing that when political candidates attack each other, raising doubts about each other’s views and qualifications, voters—and the democratic process—benefit. In Defense of Negativity, Geer’s study of negative advertising in presidential campaigns from 1960 to 2004, asserts that the proliferating attack ads are far more likely than positive ads to focus on salient political issues, rather than politicians’ personal characteristics. Accordingly, the ads enrich the democratic process, providing voters with relevant and substantial information before they head to the polls. An important and timely contribution to American political discourse, In Defense of Negativity concludes that if we want campaigns to grapple with relevant issues and address real problems, negative ads just might be the solution.
"It's the best thing on TV--commercials. And here they are in all their glory, in the pages of Jonathan Price's funny, provocative, and perceptive inside look at how commercials are made, who watches them, and what they're supposed to do. ... The Best Thing on TV is illustrated with reproductions of actual storyboards and behind-the-scenes photographs, and it concludes with a Hit Parade of the best ads from thirty years of TV."--Cover.
