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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Advertising's Leading Critic Lays Down the Law, Once and For All Bob Garfield. tion: “. . . as the voice, forced through the narrow passage of a trum- pet, comes out more forcible and shrill; so, methinks, a sentence pressed within the ...
... 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. Alas, while that example is certainly a bit ...
... tion?) and psychographics, aiming at the large, barely tapped market of affluent young people who regard luxury cars as vulgar emblems. They know a Jaguar is a beautiful automobile, but they also know owning one is the automotive ...
... tion of originality is so often at the heart of advertising decisions, and within the industry contempt for those who display lack of originality—or, worse yet, a little bit of larceny—is very nearly universal. The second reason is that ...
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 |