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|  | |  | | | The Advertising Concept Book | | | | | SKU:
easy8096 | | In Stock | | Availability:
Usually ships in 1 business days | | | | | | An essential introduction to the field for all students in advertising, communications, marketing, and allied fields, and an invaluable reference for professionals. How do you write a great ad? Pete Barry, who worked at Ogilvy London and now teaches in New York, goes straight to the basics: work out what you want to say, who you are saying it to, and how you want to say it. No amount of glossy presentation will make a successful ad if the idea behind it is unconvincing.
Structured to provide both a complete course on advertising and a quick reference on particular topics, the book covers every aspect of the business, from how to write copy and choose a typeface to how agencies work, to the different strategies used for print, TV, film, and other types of media, including interactive. In a unique feature, Barry provides his own concept drawings of nearly 400 of the greatest ads of all time.
Exercises throughout will help both students and professionals assess their own work and that of others. Having critiqued and directed over 45,000 student ads, Barry outlines simple rules about where to start and how to “push” an ad to turn it into something exceptional. He explains how to work in a team, or not; how to best present projects; and how to turn an idea into a campaign. 400 illustrations | | | |
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| | Product Details | | Author: | Pete Barry | | Paperback: | 256 pages | | Publisher: | Thames & Hudson | | Publication Date: | July 21, 2008 | | Language: | English | | ISBN: | 0500287384 | | Product Length: | 9.4 inches | | Product Width: | 7.8 inches | | Product Height: | 1.1 inches | | Product Weight: | 2.1 pounds | | Package Length: | 9.9 inches | | Package Width: | 8.0 inches | | Package Height: | 0.7 inches | | Package Weight: | 1.32 pounds | | Average Customer Rating: |  based on 13 reviews |
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| | Customer Reviews | Average Customer Review: ( 13 customer reviews )
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21 of 22 found the following review helpful:
 Looks great Aug 05, 2008
By Book Lover
"H"
The point of this book is that the concept is king. Focus on great ideas, and only then should you focus on crafting them with whatever tools you need - PhotoShop, InDesign, and so on. To illustrate (excuse the pun) the point, every single ad in the book has been done as a pencil sketch (or comp, or scamp, or rough, depending on your preferred terminology). These sketches alone are beautifully done. They cover many of the most famous ads of all time, and they do make their point well: the great ideas shine through.
The book is broken up into expected sections: Print, TV, Taglines, Strategy and Ideas, Integrated, and so on. There is detailed coverage of different types of strategy, a series of `tools' to help generate ideas, and lots and lots of examples - including some (often very good) from Barry's own students. The author makes some very good distinctions. For example, many advertising teachers insist that students avoid puns. Barry draws the distinction between various types of headline that use bad puns and other headlines - many of them classic ads - that use strong double-meanings. As I think George Felton says in his great book (Advertising: Concept and Copy), "It's got to cut both ways" - in other words, both meanings need to work. Anyway, it's a worthwhile discussion.
Barry clearly has a lot of experience both in agencies and in teaching. Sometimes he over-explains the point, but I actually don't mind this because at least it means it's well understood.
There's a lot that you'd find in other good advertising books, like "Hey Whipple" and "Advertising: Concept and Copy" but there's enough new material to make it worth adding to your library. I've been getting an enormous amount from it already.
3 of 3 found the following review helpful:
 Buy it May 14, 2011
By Neil D. Brown
"readerdon"
After more than 40 years working at this craft I think this the best book about how to actually make the creative process work in advertising. While the examples are British they are excellent. Even if you think yourself a practicing expert this is a terrific review of the process. It will re-invigorate your juices to do better work. I could of course debate some of the authors contentions BUT I can not argue this books over all value. If you are just starting in the business, or thinking about working in the agency business or even an old pro BUY THIS BOOK. You will enjoy the read and you will learn.
donbrown brownchild ltd inc 1633 Bonnie Brae St Houston TX 77006 don.brown@brownchild.com
1 of 1 found the following review helpful:
amazing Aug 09, 2010
By Dave
this book really is something else. The most intriguing book I've read about advertising and the creative process. I particularly liked it because it encourages you to be creative as you are reading it. Lovely book. Buy and be happy.
5 of 7 found the following review helpful:
Great book! Mar 07, 2010
By E. Jurkovic
I bought this book because I was not an advertising major but took a few classes on campaigns and was apart of our advertising club and felt like I needed to get a solid understanding of building great creative. Pete Barry does a great job explaining how a big idea differs from strategy and execution and everything in between. He basically includes everything he has come to learn in advertising and explains it to you in an understandable way.
The only reason I give it 4 stars is because of a few of the examples. It seems whenever you read about good creative you see The Economist, Guiness and other common companies who have developed great work in basic categories (alcohol, magazines, sports, etc). What I would really like to see are more unknown good creative ads where the product is not so easy to advertise for or is not as exciting (corporate companies, insurance, washing machines, etc). Obviously Nike would be cool to do advertising for or VW but the reality is that most advertising work will not be so glamorous. Don't get me wrong, he does list some uncommon companies and various clients but I would like to have seen a little more.
Hey Whipple! is great as well but is more about the industry while this book breaks down creative to its essentials. So I would read this first then Hey Whipple! and then you are set to start making great work and will be working at a huge agency in no time! Ok, maybe not in no time, but soon enough.
2 of 3 found the following review helpful:
Amazing Inspiration Sep 22, 2009
By Luis R. Latorre
"Luis R La Torre"
I am advertising major at Columbus College of Art and Design, and this book has helped so much in many ways.
See all 13 customer reviews on Amazon.com
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