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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... simply leave you to be quietly awed.) Anyway, Montaigne noted that the sweet sound of the trumpet results from the physics of constriction: “. . . as the voice, forced through the narrow 2 AND NOW A FEW WORDS FROM ME THE TYRANNY OF ...
... 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-benefit news most marketers would sell their mothers' kidneys ...
... simply having a great car would not do. So they decided to take the focus off the car. It was a strategy based on novelty (How could that not get atten- tion?) and psychographics, aiming at the large, barely tapped market of affluent ...
Indhold
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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 |