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The Advertising Concept Book | 
 enlarge | Author: Pete Barry
Publisher: Thames & Hudson
Category: Book
List Price: $29.95
Buy New: $14.20
You Save: $15.75 (53%)
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Rating:  1 reviews
Sales Rank: 289915
Media: Paperback
Pages: 256
Number Of Items: 1
Shipping Weight (lbs): 2.1
Dimensions (in): 9.4 x 7.9 x 1
ISBN: 0500287384
Dewey Decimal Number: 659
EAN: 9780500287385
ASIN: 0500287384
Publication Date: July 21, 2008
Availability: Usually ships in 1-2 business days
Shipping: Expedited shipping available
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Product Description
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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| Customer Reviews:
Looks great August 5, 2008
Book Lover (Australia)
5 out of 5 found this review helpful
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.
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