Author(s): Luke Sullivan
Looks at the history of advertising, from the good to the bad to the ugly. Including chapters with prescriptions for building a career in advertising, this work features a real-world look at the day-to-day operations of ad agencies. It explores the Whipple phenomenon, examining why bad ads sometimes work, and why great ads sometimes fail.
" this book makes a great read...I feel like a better ad designer now ...!" (TamsPalm blog, September 2006)
LUKE SULLIVAN is an award-winning copywriter with over twenty years in the business at some of the elite agencies in America-Fallon McElligott, The Martin Agency, and now GSD&M in Austin, Texas, where he is Group Creative Director. He has more than twenty medals to his credit in the prestigious One Show, the Oscars of the ad business.
Preface.Chapter 1. Salesmen Don't Have to Wear Plaid: Selling without selling out.Chapter 2. A Sharp Pencil Works Best: Some thoughts on getting started.Chapter 3. A Clean Sheet of Paper: Making an ad-the broad strokes.Chapter 4. Write When You Get Work: Making an ad-some finer touches.Chapter 5. In the Future Everyone Will Be Famous for 30 Seconds: Some advice on making television commercials.Chapter 6. Radio Is Hell, But It's a Dry Heat: Some advice on working in a tough medium.Chapter 7. "Toto, I Have a Feeling We're Not in McCann-Erickson Anymore": Working out past the edge.Chapter 8. Only the Good Die Young: The enemies of advertising.Chapter 9. Pecked to Death by Ducks: Presenting and protecting your work.Chapter 10. A Good Book or a Crowbar: Some thoughts on getting into the business.Chapter 11. Making Shoes versus Making Shoe Commercials: Is this a great business or what?Suggested Reading.Bibliography.Acknowledgments.Notes.Ad Credits.Index.