Customer Reviews
Pick of the bunch for advertisers - By: MM Turner, 22 Dec 2007 
Which book to buy on advertising?
If you are interested as a lay personin understanding how advertisers work, then "Ogilvy on Advertising" probably can't be beaten -- even though it's quite a few years old now.
If you want to understand the history of advertising, then "Twenty Ads that Shook the World" is pretty good.
If you are a student, then "The fundamentals of creative advertising" is a good place to begin.
If you just want a really beautiful (and inspiring) book, then "Advertising - new techniques for visual seduction" is superb.
However, if you are an advertiser, & you want to raise your game, maybe to the world-class, this book is the pick of the bunch. It organises its obligatory (and delicious) pictures of successful ads around the creative process that led to them. The largest section, "The Kickstart Catalogue", gives a "kickstart question" to go with every ad presented. This neatly gets beyond the great frustration of looking at advertising books -- they tell you want wonderful ideas have been used, & are therefore no longer available. Although you can't steal the ad, you can use the kickstart question, such as "How can a benefit be represented by showing the opposite of what people expect?"
The Kickstart catalogue occupies 150 of 264 pages. There are also good sections on developing the creative team, on humour, on classic creative techniques & on visualisation, as well as a useful section of interviews & resources.
If you just like reading books about advertising, this is probably a nice book to have on your coffee table. If you make your living from advertising creativity, this is probably a book you will want to keep on your desk.
innovative - By: tony, 07 Feb 2007 excellent- an easy read & ideas seem very exciting to adopt, from a virtual point of view as I wasin the beauty industry I found headtotoebeauty.co.uk a good advertising rescource, there are lots of other similar onesin the book.
Excellent book for Ads - By: , 10 Apr 2005 Clearly structure, brilliant ideas bring you to a new advertising world. I like it!
open your mind !!! - By: , 25 Jun 2002 With this book you will learn how to think, plan & design working-advertises. Lots of well-known advertises are analysedin order to understand why the author did all the decisions... what to design, that message you want to trasmit to the viewer & so on.
You will not find "how-to-do-it", or "hands-on" sections, but only suggestions on how to think about a product, how to design it, what customers will think viewing your art-work.
Simply outstanding !!!
