Creative Advertising, New Edition
Creative Advertising, New Edition
Description:
Guaranteed “More than just a nice-to-look-at, easy-to-flip-through book has … Pricken higher goals, namely the reader into the top creative minds into transform by placing it on a variety of techniques & ideas. “- Adweek
Unraveling the creative process behind some of the most effective campaigns of recent years, Mario Pricken shows over two hundred examples for international advertising from a wide range of media, including magazines, posters, television highlights, movies & the Internet. Each chapter
different practical methods for creating innovative & memorable ads, with prize-winning works by some of the most influential names in the industry. This version includes a completely revised & updated introductory chapter plus dozens of new examples that demonstrate a fascinating range of approaches. 450 + illustrations, 280 in color.
Rating: 
List Price: $ 39.95
Price: $ 24.26
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Tags: Advertising, Creative, Edition
August 31st, 2010 at 6:57 am
Review by M. Dement for Creative Advertising, New Edition
Rating:
This book is an outstanding resource for anyone interested in learning about developing and fostering creativity. Mario Pricken’s techniques focus on applications in creative advertising. However, both his “DreamTeam” group work techniques and his “KickStart Catalogue” are valuable tools for creating novel ideas in any field. Pricken supports his techniques and theories with stunning visuals from award-winning campaigns from around the globe. He stresses the importance of applying his techniques, specifically the “DreamTeam”, in creating advertisements that deliver results. The bulk of Pricken’s material is composed of the “KickStart Catalogue”. This section outlines numerous creative techniques that can be used to elicit novel ideas. The author backs up each one of these techniques with applications to creative advertising. The purpose of the section is to act partly as a guide for creative thinking and to act partly as inspiration for new ideas. The “DreamTeam” guidelines are a great resource for encouraging creative thought in groups. In this section, Pricken outlines what is needed in a work environment to build creativity instead of breaking it down. Additionally, the author outlines other classic creative techniques that can be applied to all fields including creative advertising. He recounts timeless techniques including storyboarding, first developed by Walt Disney in the early 20th century. Pricken delivers a stunning finish to his work by outlining several interviews with industry professionals. Marketing professors, graphic designers, account executives, and creative directors in the top of the domain all recount their take on the world of creative advertising. This book’s strength lays in its stunning use of visual examples to support the author’s somewhat stretching theories. Pricken’s careful eye and meticulous research shine through in this work. The only problem with this book is the slight over analysis of some creative techniques. Pricken is guilty of what many marketers often do: over complicate their craft. Many of the theories put forward can be condensed into groups. While his thoughts are well researched and developed, they can be perceived as mechanical interpretations of otherwise innate processes. I would recommend this book to anyone curious about marketing, communications, or simply anyone who has ever enjoyed a creative advertisement.
August 31st, 2010 at 7:11 am
Review by A. R. Kalamut for Creative Advertising, New Edition
Rating:
This book is simple to read. Perfect to look at.
What this book does is “Quick Starts” you into the creative process of creating innovative and unforgettable advertisng that works. This book gives you insights from some of the creators of the samples shown within.
This is required reading for all my entry and senior level copywriting and concept classes. It is where we start looking and searching for that elusive “big idea”. While it does a great job showcasing advertising that works, what makes it a perfect tool for students is the details behind the thinking strategies.
While you’re here add “Hey, Whipple, Squeeze This: A Guide to Creating Great Ads” to your shopping cart. The two books work well together.
If you are simple interested in advertising or make your living in the ad game… buy this book. You won’t be sorry.
August 31st, 2010 at 7:46 am
Review by Evan Blittner for Creative Advertising, New Edition
Rating:
When you first lay your hands on this book you will realize this book is something special with its elegant appearance. The book speaks directly to two audiences creatives and professionals on the acct mgt/client side. The author chooses over 20 different styles that an ad can use to effectively communicate.
For example before and after is a technique has been used countless times and requires diverse imagery that dramatizes the benefit to the consumer yet intrigues them to look at ad. This book has 7 full color ads and explanations that demonstrate how to effectively use this technique.
You will find the examples are from across the globe using brands from all verticals. Although you can pick up a lot from reading cover to cover, anyone can enjoy viewing the ads in this book as a critiquing exercise.
August 31st, 2010 at 7:58 am
Review by M. Krstanovic for Creative Advertising, New Edition
Rating:
I expected this book would contain some cool ads and lots of boring text about advertising. I was pleasantly surprised to find that it is actually full of awesome examples of ads, pretty much from cover to cover.
It also contains a good How To guide to help eliminate ‘art directors block’, based on methods used by the creators of the ads featured throughout this book.
A very good buy with lots of pages of ‘wow’.
August 31st, 2010 at 8:52 am
Review by Rachael Page for Creative Advertising, New Edition
Rating:
This book covers the past on advertising, why ideas are good, how they’re created, and has a vast amount of questions you can work through to create your own adverts. I have this on my lounge table, it’s good to flick through and guests like it too. What it doesn’t really cover is the new age of advertising as in social networking and complex new technology campaigns. No book can cover the future though, so that’s not a criticism. A great book, well worth the cash!