Разящая реклама: как создать самую лучшую в мире печатную рекламу брендов в XXI веке

Reprinted ten times in four years and now revised and updated, this classic book is still the definitive step-by-step guide to creating cutting edge print ads. It covers everything from how advertising works, how brand-building methodologies are changing, how to get an idea, and how copy and art should be crafted.It demystifies the advertising creative process, with page after page of practical, inspiring and often controversial advice from such masters as David Abbott, Bob Barrie, Nick Cohen, Tim Delaney, Neil French, Gary Goldsmith, John Hegarty, Lionel Hunt, Bob Isherwood, Bill Oberlander, Indra Sinha, and dozens more.Over 200 print ads and case histories reveal the creative processes at work in Abbott Mead Vickers, Bartle Bogle Hegarty, Fallon, Goodby Silverstein, Howell Henry Chaldecott Lury, Leagas Delaney, Mad Dogs & Englishmen, Saatchi & Saatchi, The Jupiter Drawing Room, and other world famous agencies in the US, UK, Asia, and Australia. Reprinted Ten Times In Four Years And Now Revised And Updated, This Classic Book Is Still The Definitive Step-by-step Guide To Creating Cutting Edge Print Ads. It Covers Everything From How Advertising Works, How Brand-building Methodologies Are Changing, How To Get An Idea, And How Copy And Art Should Be Crafted.--jacket. Unconventional Wisdom -- How To Find Your Voice -- The Eight Greatest Lies You Will Ever Be Told -- The Creative Work Before The Creative Work -- How To Get An Idea -- The Five Critical Choices -- How To Craft Visuals -- How To Craft Copy -- The Global View -- The Cutting Edge Agenda. Jim Aitchison. Previous Ed.: 1999. Includes Bibliographical References And Index.