MTU Library Catalogue

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Cutting edge advertising : how to create the world's best print for brands in the 21st century / Jim Aitchison.

By: Aitchison, Jim.
Material type: materialTypeLabelBookPublisher: Singapore : Prentice Hall, 1999Description: ix, 337 p. : ill. ; 23 cm.ISBN: 013012897X.Subject(s): AdvertisingDDC classification: 659.132
Contents:
Unconventional wisdom -- How to find your voice -- The eight greatest lies you'll ever be told -- The creative work before the creative work -- How to get an idea -- The five critical choices -- How to craft visuals -- How to craft copy -- The global view -- The cutting edge agenda.

Enhanced descriptions from Syndetics:

A hip but not trendy guide to the many angles involved in the creation of print ads. Addresses how advertising works, how brand-building methodologies are changing, how to get an idea, and how copy and art should be crafted. Includes advice from a bevy of advertising masters from the US, UK, Asia, a

Bibliography: (page 330) and index.

Unconventional wisdom -- How to find your voice -- The eight greatest lies you'll ever be told -- The creative work before the creative work -- How to get an idea -- The five critical choices -- How to craft visuals -- How to craft copy -- The global view -- The cutting edge agenda.

Reviews provided by Syndetics

CHOICE Review

Aitchison, an advertising professional, has written an informative, entertaining book on how to create successful advertising. Focusing his attention primarily on print ads, he shows what goes into making ads that are both memorable and effective. Some well-known examples include the Avis "We try harder" ads; Volkswagen's "Think Small" and "Lemon" ads; and numerous others, e.g., Visa, Duracell, KFC, Porsche, Levi's, and FedEx. Sharing insights from many of advertising's most accomplished copywriters and creative directors, Aitchison pulls everything together to get at the essence of the creative process. Chapters include finding one's voice, finding ideas, crafting copy and visuals, and developing a cutting-edge agenda. Full-color and black-and-white photos showcase the ads themselves. The result is a well-conceived book that not only pays homage to cutting-edge ads but inspires readers to create new ones. ^BSumming Up: Recommended. Upper-division undergraduate and graduate marketing students, faculty, and practitioners. P. G. Kishel Cypress College