Hey Whipple, Squeeze This: The Classic Guide to Creating Great Advertising

ISBN-13: 9781119819691 / Angielski / Miękka / 2022 / 416 str.

Luke Sullivan

Spis treści

FOREWORD BY ANSELMO RAMOSPREFACE1 A Brief History of Why Everybody Hates AdvertisingAnd why you should try to get a job there.2 The Creative ProcessOr, why it's impossible to explain what we do to our parents.3 Tell the Truth and RunSaying the right thing the right way.4 A Controlled DaydreamConcepting: Coming up with ideas.5 Brevity Is the Soul of WitThe art of copywriting.6 The Virtues of SimplicityOr, why it's hard to pound in a nail sideways.7 Why Is the Bad Guy Always More Interesting?Storytelling, conflict, and brand platforms.8 Rewiring Your BrainChasing ideas and making big creative leaps.9 Viral, Naughty, and Rong(r)Getting noticed, getting talked about.10 Advertising 2.0Moving from analog into digital.11 Make the Idea Bigger, Not the LogoOr, why branded content is more interesting than advertising.12 Concepting for the Hive MindCreating buzz with social media.13 Everything Than Can Be Digital, Will BeCreative techs, developers, and the mobile future.14 Stopping People from Going to the BathroomSome advice on television and video.15 Creative Mind Versus Monkey MindOr, managing time, energy, panic, and your creative mind.16 Pecked to Death by DucksPresenting and protecting your work.17 A Good Portfolio, or a CrowbarWhat it takes to get into the business.18 Advertising: The Most Fun You Can Have with Your Clothes OnIs this a great business, or what?SUGGESTED READINGBIBLIOGRAPHYNOTESACKNOWLEDGMENTSABOUT THE AUTHORALSO BY LUKE SULLIVANINDEX