Creative Advertising: Ideas and Techniques from the World's Best Campaigns (Paperback)

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Editorial Reviews

Review

"Be warned. Creative Advertising is more than just a nice-to-look-at, easy-to-flip-through coffee-table book....Pricken has loftier goals--namely, to transform readers into top creatives by introducing them to a variety of techniques and ideas used in advertising."

Product Description

What makes an advertisement memorable? Creative Advertising unravels the creative process behind some of the most original and effective campaigns of recent years. Mario Pricken showcases over two hundred examples of international advertising from a wide range of media including magazines, billboards, television, movies, and the Internet.

Each chapter highlights different practical methods for creating innovative and unforgettable advertisements, from finding the elusive "big idea" to reworking classic techniques. The selection covers award-winning work from some of the biggest and most influential names in the industry, such as J. Walter Thompson and Saatchi and Saatchi, along with exciting young agencies such as London-based Mother Ltd. All demonstrate a fascinating range of approaches, including ways of visualizing concepts, the art of illusion and paradox, using metaphor and analogy, and deploying shock tactics and humor. Interviews with international luminaries of the advertising world provide invaluable insights into the working practices of top agencies.

Entertaining and inspirational, Creative Advertising is an indispensable book for designers, art directors, copywriters, and students of advertising. Over 450 illustrations, 380 in color.

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Product Details

• Paperback: 266 pages
• Publisher: Thames & Hudson; illustrated edition edition (May 2004)
• Language: English
• ISBN-10: 0500284768
• ISBN-13: 978-0500284766
• Product Dimensions: 10.9 x 9.5 x 0.8 inches
• Shipping Weight: 3.1 pounds
• Average Customer Review: 4.8 out of 5 stars  See all reviews (29 customer reviews)
• Amazon.com Sales Rank: #103,897 in Books (See Bestsellers in Books)

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Customer Reviews

Most Helpful Customer Reviews

3 of 3 people found the following review helpful:

5.0 out of 5 stars Handy and full of great ideas, June 27, 2008

By	M. Krstanovic (Melbourne, Victoria, Australia) - See all my reviews (REAL NAME)

This review is from: Creative Advertising, New Edition (Paperback)

I expected this book would contain some cool ads and lots of boring text about advertising. I was pleasantly surprised to find that it is actually full of awesome examples of ads, pretty much from cover to cover.

It also contains a good How To guide to help eliminate 'art directors block', based on methods used by the creators of the ads featured throughout this book.

A very good buy with lots of pages of 'wow'.

9 of 12 people found the following review helpful:

5.0 out of 5 stars Marketing Student Review , March 27, 2006

By	M. Dement "Marketing Magician" (Baltimore, MD) - See all my reviews (REAL NAME)

This book is an outstanding resource for anyone interested in learning about developing and fostering creativity. Mario Pricken's techniques focus on applications in creative advertising. However, both his "DreamTeam" group work techniques and his "KickStart Catalogue" are valuable tools for creating novel ideas in any field. Pricken supports his techniques and theories with stunning visuals from award-winning campaigns from around the globe. He stresses the importance of applying his techniques, specifically the "DreamTeam", in creating advertisements that deliver results. The bulk of Pricken's material is composed of the "KickStart Catalogue". This section outlines numerous creative techniques that can be used to elicit novel ideas. The author backs up each one of these techniques with applications to creative advertising. The purpose of the section is to act partly as a guide for creative thinking and to act partly as inspiration for new ideas. The "DreamTeam" guidelines are a great resource for encouraging creative thought in groups. In this section, Pricken outlines what is needed in a work environment to build creativity instead of breaking it down. Additionally, the author outlines other classic creative techniques that can be applied to all fields including creative advertising. He recounts timeless techniques including storyboarding, first developed by Walt Disney in the early 20th century. Pricken delivers a stunning finish to his work by outlining several interviews with industry professionals. Marketing professors, graphic designers, account executives, and creative directors in the top of the domain all recount their take on the world of creative advertising. This book's strength lays in its stunning use of visual examples to support the author's somewhat stretching theories. Pricken's careful eye and meticulous research shine through in this work. The only problem with this book is the slight over analysis of some creative techniques. Pricken is guilty of what many marketers often do: over complicate their craft. Many of the theories put forward can be condensed into groups. While his thoughts are well researched and developed, they can be perceived as mechanical interpretations of otherwise innate processes. I would recommend this book to anyone curious about marketing, communications, or simply anyone who has ever enjoyed a creative advertisement.

2 of 2 people found the following review helpful:

5.0 out of 5 stars Entertaining and inspirational. This all you really need!!!, October 25, 2005

By	A. R. Kalamut "Southside AdGuy" (Newmarket, Ontario Canada) - See all my reviews (REAL NAME)

This book is simple to read. Perfect to look at.

What this book does is "Quick Starts" you into the creative process of creating innovative and unforgettable advertisng that works. This book gives you insights from some of the creators of the samples shown within.

This is required reading for all my entry and senior level copywriting and concept classes. It is where we start looking and searching for that elusive "big idea". While it does a great job showcasing advertising that works, what makes it a perfect tool for students is the details behind the thinking strategies.

While you're here add "Hey, Whipple, Squeeze This: A Guide to Creating Great Ads" to your shopping cart. The two books work well together.

If you are simple interested in advertising or make your living in the ad game... buy this book. You won't be sorry.