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The Advertising Concept Book

4.33  ·  Rating Details  ·  348 Ratings  ·  17 Reviews
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
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Paperback, 256 pages
Published July 21st 2008 by Thames & Hudson
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Andrew
Jan 29, 2016 Andrew rated it it was ok
I found the book to lack focus. There's a lot of good info here but its scattered around and buried beneath mundane stuff.

I liked that Pete Barry, when showing an ad, redrew it in pencil. Its a clever way of highlighting what you should be noticing in an ad - and avoids the predicament of being impressed with an ad because of its production value. I've been flipping through some "highly rated" ads and most are just pure production value without much attention to actually selling or even communi
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Alice Kongkiatkrai
Aug 30, 2009 Alice Kongkiatkrai rated it really liked it
Shelves:
Got it few days ago, enjoying it so far.
Clearly written and analysed and have much useful information about advertising strategies with great examples.
M.i.
May 16, 2015 M.i. rated it it was amazing  ·  review of another edition
A great book that breaks down the process of advertising in such a way that even a beginner can get into it.
Lee McEwan
Feb 16, 2013 Lee McEwan rated it really liked it
Four stars. Took one away because the smug, bitter and resentful 'screw you, I'm right, your wrong' tone is grating from the outset. Also, the post-rationalised nature of many of the examples significantly reduces the credibility of the book. Nonetheless, this is a otherwise well-executed concept (ahem) that I go back to time and time again for inspiration. A good read - I just don't want to meet the guy and I'm sure it's mutual.
Russ
Oct 27, 2014 Russ rated it liked it
Starts really strong, but didn't end up providing too many insights for me. Seems more focused on art direction than copywriting when it comes to advertising. As a result, the paradigm shifts they were selling didn't really click. I'd love to see a writing-focused book about advertising concepts.
Ilias
Dec 22, 2013 Ilias rated it it was amazing  ·  review of another edition
Explains the concepts of ideas, copy and general advice on advertising. Gives enough examples that are amazing and has exercises for the reader.
Justin
A thorough walk through of what advertising means in our current age.

And the core message of the book: think now, design later.
Debra
Sep 27, 2013 Debra rated it it was amazing  ·  review of another edition
The must-have textbook for school and refresher courses. Or back to basics flipping when you're bored for industry veterans.
Brian
Jun 15, 2009 Brian rated it it was amazing
A great introduction to ad creation, and an almanac of good ads and the creative principles behind them.
Jay Dawkins
Oct 07, 2014 Jay Dawkins rated it it was amazing
Shelves: must-read
So good, definitely some great visual examples and broad concepts here.
Lori
This sounds really interesting. Gotta check it out.
Joe Thinh
Nov 21, 2011 Joe Thinh is currently reading it
This is a good book for everyone who interest to Ads.
Jonas Eriksson
Mar 15, 2013 Jonas Eriksson rated it it was amazing
Brilliant book on advertising concepts!
Adam Oleary
Sep 05, 2012 Adam Oleary is currently reading it
This review has been hidden because it contains spoilers. To view it, click here.
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