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|  | |  | | | Hey, Whipple, Squeeze This: A Guide to Creating Great Advertising (Adweek Magazine) | | | | | SKU:
M0470190736 | | In Stock | | Availability:
Usually ships in 1 business days | | | | | | In this new edition of the irreverent, celebrated bestseller, master copywriter Luke Sullivan looks at the history of advertising, from the good, to the bad, to the ugly. Updated to cover online advertising, this edition gives you the best advertising guidance for traditional media and all the possibilities of new media and technologies. You’ll learn why bad ads sometimes work, why great ads fail, and how you can balance creative work with the mandate to sell. | | | |
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| | Product Details | | Author: | Luke Sullivan | | Paperback: | 352 pages | | Publisher: | Wiley | | Publication Date: | February 08, 2008 | | Language: | English | | ISBN: | 0470190736 | | Product Length: | 8.97 inches | | Product Width: | 6.05 inches | | Product Height: | 0.97 inches | | Product Weight: | 0.91 pounds | | Package Length: | 9.0 inches | | Package Width: | 6.0 inches | | Package Height: | 1.0 inches | | Package Weight: | 0.9 pounds | | Average Customer Rating: |  based on 28 reviews |
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| | Customer Reviews | Average Customer Review: ( 28 customer reviews )
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Most Helpful Customer Reviews
4 of 4 found the following review helpful:
 Still relevent wisdom and writing and creating great ads Jun 12, 2009
By Adam Strasberg
There are a lot of books that litter the bookshelf closest to where I work. Those are the special books, the books that regardless of topics, I go back to again and again, "Hey Whipple" is one of those books.
I haven't read the third edition yet, but in my opinion, the wisdom and observations in this book still hold up.
Its subtitled "A Guide to Creating Great Ads," and that's exactly what it is. Filled with observations, tips, stories and examples, it really is the one book on advertising that anyone interested in the craft should read. What I really like is that Sullivan writes in an engaging tone, and he offers advice that gives you a good theoretical grounding ("Rule #1 in producing a great TV commercial. First you must write one") while also being eminently practical ("Write sparely").
The book breaks down advertising into print, TV and radio, then ends with some trouble shooting stories and advice ("Peck to death by ducks").
Ultimately the book is a call to raise your sights and aim for smart, elegant, and creative advertising instead of merely 'effective' work.
6 of 7 found the following review helpful:
It just gets better Apr 15, 2008
By Eoghan Nolan
"KMRIA"
I already reviewed the first edition of Whipple here in 2001. The third edition is even softer and more absorbent. The two new chapters add to its value- and are so entertainingly written that I even stayed awake for the bit about short-form versus long-form DRTV. (The new media chapter merits a book in itself though- why not go for it, Luke?) Meanwhile this book comfortably retains the title of the best all-round book on the business. Thanks again.
1 of 1 found the following review helpful:
Most other advertising books pale in comparison! Oct 08, 2011
By J. Carl
My friend at Crispin Porter Bugosky recommended this to me. Apparently everybody at their Swedish office is given it when hired. Go figure. So what can be said about this book that hasn't already been said?
I have one problem with it. It's so well written and such an easy read that you tend to go through it too fast. Luke Sullivan is truly entertaining all the way through. At the same time the chapters are dense with wisdom and advice. So, it seems to be a book you might have to read more than once. I just started rereading it and it's a very good travel companion for all my busrides to work. It makes studying a very easy task.
I rated this book 5 stars, since I really can't see anything wrong with it. That is not to say that it's complete and that it can't be refreshing with another author's perspective on the copywriter profession. George Felton's book Advertising, concept and copy is another great book. Whereas Luke Sullivan takes the position of the funny, older collegue who you love to chat with, George Felton seems somewhat more of teacher. His book is very well structured and can go pretty technical (which I love) in discussing the verbs you use etc.
I recommend both these books fullheartedly and I plan to read Hey Whipple at least three times, til everything has been absorbed. (Thing is, it's a rereading you would be looking forward to!)
1 of 1 found the following review helpful:
This book is incredible Jan 11, 2010
By L. Clough
This book is an amazing piece of work, very relevant and covers more than just print! It's definently made it's place as one of my creative 'bibles' that I reference regularly. I'm an advertising student so I read all sorts of stuff, not just on the design end, but the business end also, and this book covers the gamut in a very easy, funny, readable way. I highly recommend it to anyone who is considering getting into the industry or is already there.
For VAEDU 397 Dec 07, 2011
By lcoulson
I just finished reading this book as a class assignment and it was one of the most enjoyable assignments I have ever had.
The author speaks with such skill and ease. His anecdotes make each chapter a fun experience so that instead of it feeling like a textbook it's hard to put it down. I learned alot about maintaining a proffesional creativity mindset in the work place. He included many tips on how to be successful that applies to advertisers as well as artists. Some of these great lessons included, how to get rid of creative block, learning to work with what you have, and how to know if you are creating something that is truly original.
I love this statement that he quoted from John Ward, "Advertising is a craft executed by people who aspire to be artists, but is assessed by those who aspire to be scientists. I cannot imagine any human relationship more perfectly designed to produce total mayhem."
As an advertiser he understands how to successfully share his message. This book is the cumulative of an amazing creative advertiser and his humorous skill of communicating with his audience.
See all 28 customer reviews on Amazon.com
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