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Cutting Edge Advertising: How to Create the World's Best Print for Brands in the 21st Century, 3rd Edition

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Cutting Edge Advertising: How to Create the World's Best Print for Brands in the 21st Century, 3rd Edition

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About

Features

  • An irreverent yet invaluable collection of opinions and advice from the world¿s leading advertising gurus
  • Over 200 print ads featured in full-color, including the Gold Winners from the World Press Awards
  • A detailed, step-by-step exploration of how truly cutting edge advertising is developed and crafted, including how markets around the world today are changing.

Description

  • Copyright 2013
  • Edition: 3rd
  • eBook (Watermarked)
  • ISBN-10: 0-13-341234-2
  • ISBN-13: 978-0-13-341234-5

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.

Sample Content

Table of Contents

The Cast

Foreword

Chapter 1 Unconventional Wisdom

Chapter 2 How To Find Your Voice

Chapter 3 The Eight Greatest Lies You¿ll Ever Be Told

Chapter 4 The Creative Work Before The Creative Work

Chapter 5 How To Get An Idea

Chapter 6 The Five Critical Choices

Chapter 7 How To Craft Visuals

Chapter 8 How To Craft Copy

Chapter 9 The Global View

Chapter 10 The Cutting Edge Agenda

World Press Awards

Bibliography

Index

Updates

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