Creative Advertising
What makes an advertisement hard-hitting and memorable? Creative Advertising, Ideas and Techniques from the World's Best Campaigns by Mario Pricken unravels the creative processes behind some of the most original and effective campaigns of recent years. Pricken showcases over two hundred examples of international advertising from a wide range of media including magazines and billboards, television, cinema and the Internet.
Strikingly presented, each chapter highlights different practical methods for creating original and unforgettable advertisements, from finding the elusive ‘big idea’ to re-working classic techniques. The selection covers award-winning work from some of the biggest and most influential names in the industry, alongside exciting young agencies.
All brilliantly demonstrate a fascinating range of approaches including > Ways of visualizing concepts > The art of illusion and paradox > Using metaphor and analogy > Deploying shock tactics and humour
Interviews with international luminaries of the advertising world provide invaluable insights into the working practices of top creatives.
Entertaining and inspirational, Creative Advertising is a 'must have' for all designers, art directors, copywriters, and students of advertising—in fact, for anyone who makes a living from good ideas and for whom creativity is the key qualification.
Mario Pricken is a creative director and direct marketing consultant who trains creative teams from advertising agencies and marketing departments.
FROM CHUCK Creative Advertising is an excellent source of insight on the creative process. It demonstrates something no other book I have seen does: it explains the marketing concepts on which designs are based—how parody, analogy, humor, exaggeration, and so on, are used to sell products and ideas. One more thing: this book includes some R-rated advertisements that some may find offensive.
Creative Advertising $39.95264 pages; over 450 illustrations; ISBN 0500284768
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