What do you think?
Rate this book
10 Principles of Good Advertising
Engagingly written by journalist and critic Robert Shore, this book provides the basic principles behind creating a successful advertisement. With clear explanations, illustrations and checklists for each chapter, the reader is guided through what goes into making an advertisement work.
The popularity of the television series Mad Men has raised the public awareness of advertising firms and what may or may not happen behind the scenes. We all recognize advertising when we see it's those bits that surround the editorial content in papers and magazines, that interrupt TV programmes or pop up on the websites you like to browse. As a discipline it might be defined as advertising is about creating a message about something (usually a product or service) and then getting it out to people in the hope that they will react in a particular way - which in all likelihood means "buying it". Or put another way, it's persuasive communication that uses the mass media to connect an identified sponsor - the person or company that pays for the advertisment - with its target audience. This book examines the different elements of those definitions and shows readers - through discussion of the ten key principles underlying all great advertising - how to create dynamic, well-targeted adverts of their own.
Principle 1: Know Your Audience; Principle 2: Behind Every Great Advertising Campaign is a Great Creative Concept; Principle 3: Less is More; Principle 4: A Picture is Worth a Thousand Words - But Never Underestimate the Power of a Great Headline; Principle 5: Originality is Just Copying with a Twist; Principle 6: The Medium is - or at Least has a Serious Impact on - the Message; Principle 7: There's No Such Thing as Bad Publicity; Principle 8: Restrictions will Set You Free; Principle 9: Once is Never Enough; Principle 10: Ignore All Rules and Prescriptions.
The popularity of the television series Mad Men has raised the public awareness of advertising firms and what may or may not happen behind the scenes. We all recognize advertising when we see it's those bits that surround the editorial content in papers and magazines, that interrupt TV programmes or pop up on the websites you like to browse. As a discipline it might be defined as advertising is about creating a message about something (usually a product or service) and then getting it out to people in the hope that they will react in a particular way - which in all likelihood means "buying it". Or put another way, it's persuasive communication that uses the mass media to connect an identified sponsor - the person or company that pays for the advertisment - with its target audience. This book examines the different elements of those definitions and shows readers - through discussion of the ten key principles underlying all great advertising - how to create dynamic, well-targeted adverts of their own.
Principle 1: Know Your Audience; Principle 2: Behind Every Great Advertising Campaign is a Great Creative Concept; Principle 3: Less is More; Principle 4: A Picture is Worth a Thousand Words - But Never Underestimate the Power of a Great Headline; Principle 5: Originality is Just Copying with a Twist; Principle 6: The Medium is - or at Least has a Serious Impact on - the Message; Principle 7: There's No Such Thing as Bad Publicity; Principle 8: Restrictions will Set You Free; Principle 9: Once is Never Enough; Principle 10: Ignore All Rules and Prescriptions.
176 pages, Paperback
First published October 19, 2012
17 people want to read
About the author
Robert Shore
44 books5 followersRobert Shore is a journalist, author and playwright. He is the editor of Elephant Magazine, a quarterly magazine on contemporary art and visual culture. He lives with his wife and young son, and is from Mansfield, in the Midlands.
Ratings & Reviews
Friends & Following
Create a free account to discover what your friends think of this book!
Community Reviews
Displaying 1 - 2 of 2 reviews
February 1, 2022
Together with being a naturalist/wildlife photographer, advertising has been one of my dream jobs. And despite never having taken an elective, let alone a course in advertising, I know this is something I would have been good at. A recent purchase from Big Bad Wolf on Lazada, this book had been lying on the dining table in between breaks from Suyen's reading. And the photographs on the cover caught my fancy...
Great ads, iconic ads, controversial ads--you'll find most of them here. Advert wanna-be or not, this will prove an enjoyable, engaging read for its concise 10-Principle outline and of course, the ads that epitomize them. For more in-depth discussions on the world of advertising, look to The Advertising Concept Book: Think Now, Design Later by Pete Barry.
Great ads, iconic ads, controversial ads--you'll find most of them here. Advert wanna-be or not, this will prove an enjoyable, engaging read for its concise 10-Principle outline and of course, the ads that epitomize them. For more in-depth discussions on the world of advertising, look to The Advertising Concept Book: Think Now, Design Later by Pete Barry.
May 13, 2013
If you don't have a background in advertising but want an easy to read overview of the principles this is a great book
Displaying 1 - 2 of 2 reviews