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Creative Advertising: Ideas and Techniques from the World's Best Campaigns
Unravels the creative processes behind some of the most original and effective advertising campaigns in recent years. Pricken showcases over 200 examples of international advertising from a wide range of media including magazines and billboards, television, cinema and the Internet.
Paperback, 264 pages
Published January 28th 2005 by Thames & Hudson
(first published May 1st 2002)
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I highly recommend this book. Although it's written in 2002 it still holds it's value today. I use this book quite often when developping concepts for cliënts (especially in the first phase, since the book contains lots of different viewpoints how to bring a message across).
Advertising monographs are largely void of much useful commentary. Advertising "how-to" books rarely offer help with the most difficult creative challenges in the form of tangible techniques that will LEAD you to great big ideas of your own. This book does that. Called "the kickstarter catalog", this section of the book is invaluable when creatives must translate a creative brief into actual creative work (print ads, commercials, etc). Essentially a clever list of questions to ask and thought ...more