And Now a Few Words From Me: Advertising's Leading Critic Lays Down the Law, Once and For AllMcGraw Hill Professional, 11. feb. 2003 - 256 sider "If you crave insight into the wacky, zany, madcap--albeit very serious--business of advertising, this is a great place to begin."--Miami Herald A witty and frank look at the ad biz from one of its most respected voices Advertising has become an endless stream of clichés, cheesy productions, miscast celebrities, and gratuitous sex--and take-no-prisoners Advertising Age columnist Bob Garfield has had enough. In the often hilarious, always dead-on And Now a Few Words from Me, Garfield looks at the best and the worst in today's advertising as he tells advertising pros that it's time to swallow their own egos, return clients' rights to the forefront, and--once and for all--eliminate bad advertising from the face of the earth. |
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... consumer would be far better served if the envelope were simply stuffed, stamped, and sent on its way. The path to market-share hell is paved with brands that actually had relevant, differentiating news to deliver—the kind of brand ...
... Consumers are actually eager to have informa- tion. It is one of the few things they actually value about advertising, so to squander that opportunity in favor of getting sentimental over secondhand Luminas is absolutely unforgivable ...
... consumers with $40,000 to spend to be backed up on the freeway, they believed that simply having a great car would ... consumer: an exercise in paradoxically pretentious understatement. But if part of the goal was to generate attention ...
... consumer. I'm thinking, for instance, of Volkswagen's “Lemon,” Clairol's “Does she . . . or doesn't she?” and Nike's “Just Do It.” The problem is, those are three examples. Each year at least three hundred thousand ads are produced—and ...
... consumer and forging a message to forge a bond between the two. Just for the record—and you'll just have to take my word for this, because I'll be damned if I'm going to list the whole lot of them—79 of Ad Age's top 100 cam- paigns are ...
Indhold
1 | |
19 | |
CHAPTER 3 APROPOS OF SOMETHING | 35 |
CHAPTER 4 EXERCISE REGULARLY AND TRY CUTTING BACK ON THE SEX | 61 |
CHAPTER 5 OGILVY WAS WRONG | 87 |
CHAPTER 6 BE MY GUEST | 103 |
CHAPTER 7 ARE YOU DOOMED? TAKE THIS SIMPLE QUIZ | 125 |
CHAPTER 8 HOLD THE SLEAZE PLEASE | 143 |
CHAPTER 9 BLESS ME GARFIELD FOR I HAVE SCREWED UP BIG TIME | 165 |
CHAPTER 10 GO FORTH AND ADVERTISE | 185 |
AFTERWORD | 197 |
INDEX | 201 |
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And Now a Few Words From Me: Advertising's Leading Critic Lays Down the Law ... Bob Garfield Ingen forhåndsvisning - 2003 |