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Creative Advertising, New Edition
 
Manufacturer: Thames & Hudson
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Product Description
"More than just a nice-to-look-at, easy-to-flip-through book...Pricken has loftier goals—namely, to transform readers into top creatives by introducing them to a variety of techniques and ideas." —Adweek

Unraveling the creative process behind some of the most effective campaigns of recent years, Mario Pricken showcases over two hundred examples of international advertising from a wide range of media, including magazines, billboards, television, movies, and the Internet.

Each chapter highlights different practical methods for creating innovative and unforgettable ads, with award-winning work from some of the most influential names in the industry. This edition includes a completely revised and updated introductory chapter plus dozens of new examples that demonstrate a fascinating range of approaches. 450+ illustrations, 280 in color.

Product Details
  • ISBN13: 9780500287330
  • Condition: New
  • Notes: BUY WITH CONFIDENCE, Over one million books sold! 98% Positive feedback. Compare our books, prices and service to the competition. 100% Satisfaction Guaranteed

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Customer Reviews
Marketing Student Review
 
Review Date: March 28, 2006
Reviewer: M. Dement, Baltimore, MD
This book is an outstanding resource for anyone interested in learning about developing and fostering creativity. Mario Pricken's techniques focus on applications in creative advertising. However, both his "DreamTeam" group work techniques and his "KickStart Catalogue" are valuable tools for creating novel ideas in any field. Pricken supports his techniques and theories with stunning visuals from award-winning campaigns from around the globe. He stresses the importance of applying his techniques, specifically the "DreamTeam", in creating advertisements that deliver results. The bulk of Pricken's material is composed of the "KickStart Catalogue". This section outlines numerous creative techniques that can be used to elicit novel ideas. The author backs up each one of these techniques with applications to creative advertising. The purpose of the section is to act partly as a guide for creative thinking and to act partly as inspiration for new ideas. The "DreamTeam" guidelines are a great resource for encouraging creative thought in groups. In this section, Pricken outlines what is needed in a work environment to build creativity instead of breaking it down. Additionally, the author outlines other classic creative techniques that can be applied to all fields including creative advertising. He recounts timeless techniques including storyboarding, first developed by Walt Disney in the early 20th century. Pricken delivers a stunning finish to his work by outlining several interviews with industry professionals. Marketing professors, graphic designers, account executives, and creative directors in the top of the domain all recount their take on the world of creative advertising. This book's strength lays in its stunning use of visual examples to support the author's somewhat stretching theories. Pricken's careful eye and meticulous research shine through in this work. The only problem with this book is the slight over analysis of some creative techniques. Pricken is guilty of what many marketers often do: over complicate their craft. Many of the theories put forward can be condensed into groups. While his thoughts are well researched and developed, they can be perceived as mechanical interpretations of otherwise innate processes. I would recommend this book to anyone curious about marketing, communications, or simply anyone who has ever enjoyed a creative advertisement.
Entertaining and inspirational. This all you really need!!!
 
Review Date: October 25, 2005
Reviewer: A. R. Kalamut, Newmarket, Ontario Canada
This book is simple to read. Perfect to look at.

What this book does is "Quick Starts" you into the creative process of creating innovative and unforgettable advertisng that works. This book gives you insights from some of the creators of the samples shown within.

This is required reading for all my entry and senior level copywriting and concept classes. It is where we start looking and searching for that elusive "big idea". While it does a great job showcasing advertising that works, what makes it a perfect tool for students is the details behind the thinking strategies.

While you're here add "Hey, Whipple, Squeeze This: A Guide to Creating Great Ads" to your shopping cart. The two books work well together.

If you are simple interested in advertising or make your living in the ad game... buy this book. You won't be sorry.
Handy and full of great ideas
 
Review Date: June 28, 2008
Reviewer: M. Krstanovic, Melbourne, Victoria, Australia
I expected this book would contain some cool ads and lots of boring text about advertising. I was pleasantly surprised to find that it is actually full of awesome examples of ads, pretty much from cover to cover.

It also contains a good How To guide to help eliminate 'art directors block', based on methods used by the creators of the ads featured throughout this book.

A very good buy with lots of pages of 'wow'.
The Un-Textbook for Aspiring Creatives
 
Review Date: February 20, 2004
Reviewer: W. Glenn Griffin, Dallas, TX United States
For any of you preparing for careers as art directors or copywriters, this is a great resource. It's about application. It's about showcasing great work AND revealing the thinking strategies behind it. Kudos to Pricken for going this extra mile and helping to demystify the process. I plan to require the new paperback edition in the portfolio classes I teach.
6 stars out of 5, actually.
 
Review Date: August 5, 2005
Reviewer: Phil, Quebec, Canada
This is the best book about creative advertising ever made.
Best of It's Kind
 
Review Date: May 13, 2007
Reviewer: Richard C. Kelly, NY, NY
This book doesn't just show you great ads, it breaks down the process of how to create them with techniques you can apply, both to individual work and to group processes.
A creative's best friend.
 
Review Date: August 18, 2008
Reviewer: Chovaleoni, Detroit, Michigan
Finally, a way to beat your caffeine addiction! Creative Advertising. For aspiring and seasoned creatives alike, Creative Advertising is fuel for great ideas. The Kickstart Catalogue is an invaluable resource for getting the creative juices a'flowin. My work noticeably improved after reading this book. I could go on and on, but I don't want to waste your time. Instead of reading this, you should be reading this book. You will not be sorry.

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