Cutting Edge Advertising

by Jim Aitchison

Now revised and updated, this classic book is still the definitive step-by-step guide to creating cutting edge print ads. It covers everything from how advertising works, how brand-building methodologies are changing, how to get an idea, and how copy and art should be crafted. It demystifies the advertising creative process, with page after page of practical, inspiring and often controversial advice from such masters as David Abbott, Bob Barrie, Tim Delaney, David Droga, Neil French, Marcello Serpa, and dozens more. Over 200 print ads and case histories reveal the creative processes at work in world-famous agencies in the US, UK, Asia and Australia. This new edition also includes an exclusive section featuring winning ads from the World Press Awards. No other book takes you on such a journey through the minds of advertising¿s creative leaders.

Genres: Business, Nonfiction, Design, Reference

402 pages, Paperback

First published January 1, 1999

Reviews

[Victor Volpe · Rating 3 out of 5]

The book underpins the foundations of advertising: strategy, idea and execution/craft. And it is very vivid in its examples - the author did a very good job in finding some excellent pieces of print ads to illustrate the concepts.

My 3 starts are mainly due to the writing style. I had a hard time to read the chapters. The idea of having verbatim sentences from industry veterans seemed interesting at first, but at the middle of the book it gets annoying to read the same thing over and over.
Something like: “ad man A said he doesn’t believe it. Ad man B said it doesn’t believe it too. Ad man C agrees and adds...”. This make some discussions unnecessarily long.

I recommend it to people that really like communications and advertising or work in the field. If you don’t, you’ll have a better time reading other books.

[Kat T. · Rating 4 out of 5]

Think outside the box (or rather, disregard the box completely), take risks, the simplest ideas are the best, bent pictures and straight headlines or vice versa, the eight greatest lies you’ll ever be told, post cards or letters, and there are no rules, these are just some of the things you can learn from the book. It is also discussed the global views of ads and the stories of the people who will eventually lead you to advertising success. Well written and very inspirational, this book by Aitchison is dubbed to be the best book on advertising. And from what I’ve read, it truly is.

[Isman · Rating 5 out of 5]

This book showed me a lot of thinking processes behind great ad campaigns. Aitchinson doesn't only write what he knows, but also what many of creative people in the industry know. This approach gives us a broad idea of what it takes to choose the road less travelled. In other words, to be the cutting edge.

[Jay Nair · Rating 5 out of 5]

Collector's item! Must have for every advertising professional as well as people interested in the art of advertising.

Very well written; a friendly style which make you read on. Very well illustrated with some of the advertising classics in print.

It could easily be a textbook on advertising written in a very engaging way.

[Pinkan Victorien]

rrr.. kenapa aku beli buku ini ya? oh iya, karena dulu I'm so into advertising. Tapi belum cukup terbaca, minatku pada advertising menurun drastis :P

[Si]

FANTASTIC!

[Marian Loren Ortiz · Rating 5 out of 5]

I learned so much from this book. It's really helpful with my course Advertising Management.
Now I'm still reading it and hopefully finish it soon.
So much to do this summer!:)

[Calyn · Rating 4 out of 5]

This is gem. Those who involved in advertising or branding must read this! Is creatively written and interesting to read.

[Catherine · Rating 5 out of 5]

I loved this book. Witty and insightful, it gives great advice on how to think "outside the box" in terms of advertising and design.

[Neil · Rating 5 out of 5]

The daddy of 'em all, in the sense that this How To book is crammed with advice from the great and the good in this business.

[Katrina · Rating 5 out of 5]

not bad... there was some useful information.. some inspiring things.. some things leading me to further discoveries.. :)

[Tyler Hakes · Rating 3 out of 5]

I would give it a 3.5. It's definitely full of cool advice and insights from ad legends. But, at this point it also shows its age in many regards. Still worth giving a read.

[Alexis Cheong · Rating 3 out of 5]

easy read, inspiring for old-time ad folks but new age ones might find it outdated.