Customer Reviews

The Advertising Concept Book

5 star:		(9)
4 star:		(3)
3 star:		(0)
2 star:		(0)
1 star:		(1)

 

 

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.

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

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.

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.

I am advertising major at Columbus College of Art and Design, and this book has helped so much in many ways.

A great price. It arrived in fantastic condition! I was surprised that it actually came in plastic wrap along with the perfectly sized box.

During my accelerated phase at portfolio school I picked this book up at the schools library and immediately hooked. I am now a professional copywriter-- and for whatever that's worth, I highly recommend it to any aspiring addy. It doesn't really address digital, but what it DOES do is address the creative process--the content, and that's what matters most isn't it?

Much more than advertising concepts, this book provides a great foundation for your advertising career.

Picked up half a dozen solid tips in the first half alone.

I've read quite a few advertising books, but this is the one to buy. The title is actully definitive of the whole book. Pete Barry takes the reader back to the basics that have gotten lost in so many schools and books. No matter how great to look at you ad is, if it doesn't sell, it's not a good ad. You have to get your idea, or concept, right and build off of that. This book teaches you how, and has visual examples on every page. He delivers the information, and shows successful ads in their bare bones state to show the important parts. This book has furthered my understanding and given me a foundation of thought to build on.

It's a great book about concepts and strategies in advertising. Presents ways of improving copy and art direction, there's lots of examples that make the understanding easier. Talks about all kinds of advertising (prints, tv, radio, interactive, new media, ...).
I recommend this book to advertising students and people interested in advertising, especially "the clients".