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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... Viewing Laboratory began as follows: “Only a few times in the past 100 years has General Motors introduced a new brand. Recently, the GM Certified Used Vehicles brand was launched and now takes its place alongside Saturn, Chevrolet ...
... viewer, it breaks the most fundamental advertising rule of all: if you have news to deliver, deliver it. Consumers are actually eager to have informa- tion. It is one of the few things they actually value about advertising, so to ...
... viewer. Then, the second portion of the message: “Two pairs for $79.” Well, it broke the rules, all right, as seldom before in the history of commerce had a marketer so daringly juxtaposed unspeakable human tragedy, on the one hand ...
... viewers of the US West spot detected it as the big misunderstanding it clearly was. Which raises the question: was it, then, an outrageous misunderstanding? If an idea is stolen in the forest, and nobody is around to notice it, does it ...
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 |