the copy book how some of the best advertising writers in the world write their advertising
The Copy Book: How Some of the Best Advertising Writers in the World Write Their Advertising
In 1995, the D&AD published a book on the art of writing for advertising. The then best-selling book remains an important reference work today—a bible for creative directors. D&AD and TASCHEN have joined forces to bring you an updated and redesigned edition of the publication. Regarded as the most challenging field in advertising, copywriting is usually left to the most talented professionals—often agency leaders or owners themselves. The book features a work selection and essays by 53 leading professionals in the world, including copywriting superstars such as David Abbott, Lionel Hunt, Steve Hayden, Dan Wieden, Neil French, Mike Lescarbeau, Adrian Holmes, and Barbara Nokes.The lessons to be learned on these pages will help you create clearer and more persuasive arguments, whether you are writing an inspiring speech, an engaging web banner or a persuasive letter. This is not simply a “must-have” book for people in advertising and marketing, it is also a “should-have” for anyone who needs to involve or influence people, by webpage, on paper, or in person.
2677 Руб.
The Copy Book: How Some of the Best Advertising Writers in the World Write Their Advertising
In 1995, the D&AD published a book on the art of writing for advertising. The then best-selling book remains an important reference work today—a bible for creative directors. D&AD and TASCHEN have joined forces to bring you an updated and redesigned edition of the publication. Regarded as the most challenging field in advertising, copywriting is usually left to the most talented professionals—often agency leaders or owners themselves. The book features a work selection and essays by 53 leading professionals in the world, including copywriting superstars such as David Abbott, Lionel Hunt, Steve Hayden, Dan Wieden, Neil French, Mike Lescarbeau, Adrian Holmes, and Barbara Nokes.The lessons to be learned on these pages will help you create clearer and more persuasive arguments, whether you are writing an inspiring speech, an engaging web banner or a persuasive letter. This is not simply a “must-have” book for people in advertising and marketing, it is also a “should-have” for anyone who needs to involve or influence people, by webpage, on paper, or in person.
2677 Руб.
Pincas Stephane, Loiseau Marc A History of Advertising
The history of western advertising dates back at least the 1630s, when Frenchman Theophraste Renaudot placed the first advertising notes in La Gazette de France. In 1786, William Tayler offered his services as "Agent to the Country's Printers, Booksellers, etc," but the term "advertising agency" originated in 1842, when Volney B. Palmer opened for business in Philadelphia. Widely accepted as the birth of modern advertising, this marks the beginning of a creative industry that has radically transformed our culture and language. Divided into sections by decades, this book explores the legendary campaigns and brands of advertising's modern history, with specific anecdotes and comments on the importance of every campaign. You will find the picture of the camel that originated the Camel pack, the first Coca Cola ad, and even how artworks by masters such as Picasso and Magritte have been used in advertising. About the author: Stephane Pincas and Marc Loiseau are advertising veterans from Paris, having worked over three decades in top creative departments and on social research respectively. During their long period in the industry, mostly at the fourth largest communication group Publicis, they have helped to build some legendary French brands nationally and internationally. Their in-depth knowledge of the field and their personal adventures are reflected in this publication. Издание на английском языке.
2892 Руб.
Advertising Now. Print
The art of selling: today's most effective and original ads The world's sharpest creative minds are in high demand in the advertising world, because making effective ads takes a whole lot more than just marketing know-how. A great ad grabs the viewer's attention and gets the point across in an original, surprising, funny, touching, or even shocking way. Because ads reflect global and regional mentalities, studying them is interesting not only for their selling points but also for what they have to say about their clients and target audiences. This mega-roundup of the world's best contemporary advertisements highlights the work of agencies in over 40 countries. Organized by subjects, such as socio-political, food and beverage, cars, technology, and media, the ads are dated and annotated with information on the design agencies, clients, and products. Also included are essays written by top creative directors including members and presidents of the jury in advertising Festivals such as the Cannes Advertising Festival and Clio Awards. This guide is a must-have for managers, advertising students and professionals, graphic designers, and anyone who's interested in the different ways products are advertised around the world. About the editor: Julius Wiedemann was born in Brazil, studied graphic design and marketing, and was an art editor for digital and design magazines in Tokyo. His many TASCHEN digital and media titles include Animation Now!, Advertising Now! the Web Design series, and 1000 Favorite Websites. Издание на английском, французском и немецком языках.
2892 Руб.
Arden Paul It's Not How Good You Are, It's How Good You Want to Be
It's Not How Good You Are, It's How Good You Want to Be is a handbook of how to succeed in the world: a pocket bible for the talented and timid alike to help make the unthinkable thinkable and the impossible possible. The world's top advertising guru, Paul Arden, offers up his wisdom on issues as diverse as problem solving, responding to a brief, communicating, playing your cards right, making mistakes, and creativity - all endeavours that can be applied to aspects of modern life. This uplifting and humorous little book provides a unique insight into the world of advertising and is a quirky compilation of quotes, facts, pictures, wit and wisdom - all packed into easy-to-digest, bite-sized spreads. If you want to succeed in life or business, this book is a must.
1786 Руб.
Advertising Now. Online (+DVD)
Ads in cyberspace: the best campaigns on the web today This second installment in TASCHEN's advertising series joins Advertising Now! Print and the forthcoming Advertising Now! TV Commercials to provide a complete study of commercial communication in the world today. Divided into chapters by subject (from food and beverage to electronics, clothing, and more), this tome examines the most effective and important online ad campaigns by exploring the work of the globe's top award-winning agencies, including DM9, Tribal DDB, OgilvyOne, LOWE Tesch, and 2020 London. With each chapter containing an article from one of the agencies, you'll learn not only what the biggest campaigns are, but also what it takes to create them. From Nike to Coca Cola, FIFA, and the WWF, these are the ads that are defining the face of online advertising. The book will come with a DVD featuring the navigation of most of campaigns as well as interviews with creative directors and films produced for the internet. About the editor: Julius Wiedemann was born in Brazil, studied graphic design and marketing, and was an art editor for digital and design magazines in Tokyo. His many TASCHEN digital and media titles include Animation Now!, Advertising Now! the Web Design series, and 1000 Favorite Websites. Издание на английском, французском и немецком языках.
3036 Руб.
Moonves Sara, Limnander Armand W Magazine. 50 Years. 50 Stories
The definitive collection of W's most iconic and boundary-pushing photographic stories, published over the magazine's fifty-year history. Since its founding in 1972, W has worked with the world's best photographers and writers, celebrating their most ambitious and creative work. The stories in this book offer a knowing, insider's peek into the top echelons of the world of style over the past 50 years. Historic and boundary-breaking stories include "One for the Ages," by Steven Klein, in which the model Amber Valletta is seen aging over the course of a century; hallucinatory photographs by Tim Walker of Tilda Swinton bringing to life eccentric historical characters; an art project by the artist Richard Prince, in which he both comments on and appropriates celebrity imagery; exclusive shoots of pop culture icons like Dolly Parton; playful series of fabulous faux advertising campaigns shattering the sacrosanct lines between advertising and editorial by Steven Meisel; daring covers that perfectly capture the era of the supermodel including Naomi, Kate, Cindy, Linda, Christy, and Gisele; revealing portraits of the most original and creative personalities that includes fashion designers, film directors, artists, interior designers, and musicians; and 1970s party coverage in the early, halcyon days of W. This book will appeal to those with a great appreciation for art, fashion, design, interiors, music, and culture.
9262 Руб.
The Copy Book
An updated edition of the best-selling reference work for copywriting In 1995, the D&AD published a book on the art of writing for advertising. The then best-selling book remains an important reference work today-a bible for creative directors. D&AD and TASCHEN have joined forces to bring you an updated and redesigned edition of the publication. Regarded as the most challenging field in advertising, copywriting is usually left to the most talented professionals-often agency leaders or owners themselves. The book features a work selection and essays by 53 leading professionals in the world, including copywriting superstars such as David Abbott, Lionel Hunt, Steve Hayden, Dan Wieden, Neil French, Mike Lescarbeau, Adrian Holmes, and Barbara Nokes. The lessons to be learned on these pages will help you create clearer and more persuasive arguments, whether you are writing an inspiring speech, an engaging web banner or a persuasive letter. This is not simply a "must-have" book for people in advertising and marketing, it is also a "should-have" for anyone who needs to involve or influence people, by webpage, on paper, or in person.
4383 Руб.
D&AD 2011. Лучшее в дизайне и рекламе мира 2011
This is the latest and greatest. This is the prestigious annual for creative professionals. Here comes the 2011 edition of the exclusive and highly-coveted annual from "D&AD" featuring the year's best creative work. The D&AD awards panel judges over 20,000 works from design studios, advertising agencies, branding consultancies, film production and photographic agencies, digital media pioneers, and other creative firms from all over the globe. Winners receive the legendary D&AD Yellow Pencil Award - or in the case of exceptional and outstanding work, the rare Black Pencil Award. This review of the winners serves as a one-stop-shop for everything that's hot in the field. Anyone interested in creativity, communication, design, or advertising cannot possibly be without the "D&AD Annual"! Featuring the latest D&AD award-winning work in the fields of: Ambient, Art Direction, Book Design, Branding, Broadcast Innovations, Digital Installations, Direct, Environmental Design, Graphic Design, Illustration, Magazine & Newspaper Design, Mobile Marketing, Music Videos, Online Advertising, Packaging Design, Photography, Poster Advertising, Press Advertising, Product Design, Radio, TV & Cinema Advertising, TV & Cinema Crafts, Viral, Websites, Writing for Advertising, and Writing for Design. Издание полностью на иностранном языке.
4048 Руб.
Shore Robert 10 Principles of Good Advertising
The popularity of the television series Mad Men has raised the public awareness of advertising firms and what may or may not happen behind the scenes. We all recognise advertising when we see it: it's those bits that surround the editorial content in papers and magazines, that interrupt TV programmes or pop up on the websites you like to browse. As a discipline it might be defined as follows: advertising is about creating a message about something (usually a product or service) and then getting it out to people in the hope that they will react in a particular way - which in all likelihood means "buying it". Or put another way, it's paid persuasive communication that uses the mass media to connect an identified sponsor - the person or company that pays for the ad - with its target audience. This book examines the different elements of those definitions and shows readers - through discussion of the ten key principles underlying all great advertising - how to create dynamic, well-targeted adverts of their own. Engagingly written by journalist and critic Robert Shore, this book provides the basic principles behind creating a successful advertisement. With clear explanations, illustrations and checklists for each chapter, the reader is guided through what goes into making an advertisement work.
1785 Руб.
Menshikov Pyotr Vitalievich, Ivushkina Tatiana Aleksandrovna Public Relations in modern international business. A textbook
The textbook provides a comprehensive analysis of the concepts, forms, methods and means of carrying out public relations work in the commercial sectors of the world economies in the post pandemic period. The questions considered in the book have practical significance for the professional training of PR specialists who will be working in Russian business companies in new conditions of the global and regional markets. It is intended for bachelor, master and postgraduate students specializing in the field of “Advertising and Public Relations” at MGIMO and other universities of Russia, as well as for those interested in advertising, public relations, mass media and communication, and public administration in the economic sphere.
960 Руб.
D&AD09 The best advertising and design in the world
The professional's annual - finally available to the public TASCHEN has teamed with D&AD to make its previously exclusive and highly-coveted Annual - featuring the year's best creative work - available to the public. The awards panel judges over 20,000 works from design studios, advertising agencies, branding consultancies, film production and photographic agencies, digital media pioneers, and other creative firms from all over the globe. Winners receive the legendary D&AD Yellow Pencil Award - or in the case of exceptional and outstanding work, the rare Black Pencil Award. The TASCHEN D&AD Annual is an absolute must-have reference work for anyone interested in creativity, communication, design, or advertising. Featuring the latest D&AD award-winning work in the fields of: Ambient, Art Direction, Book Design, Branding, Broadcast Innovations, Digital Installations, Direct, Environmental Design, Graphic Design, Illustration, Magazine & Newspaper Design, Mobile Marketing, Music Videos, Online Advertising, Packaging Design, Photography, Poster Advertising, Press Advertising, Product Design, Radio, TV & Cinema Advertising, TV & Cinema Crafts, Viral, Websites, Writing for Advertising, and Writing for Design.
4048 Руб.
Menshikov P.V., Ivushkina T.A. Public Relations in modern international business: A textbook
The textbook provides a comprehensive analysts of the concepts, forms, methods and means of carrying out public relations work in the commercial sectors of the world economies in the post pandemic period. The questions considered in the book have practical significance for the professional training of PR specialists who will be working in Russian business companies in new conditions of the global and regional markets. It is intended for bachelor, master and postgraduate students specializing in the field of "Advertising and Public Relations" at MGIMO and other universities of Russia, as well as for those interested in advertising, public relations, mass media and communication, and public administration in the economic sphere.
992 Руб.
Menshikov P.V., Ivushkina T.A. Public Relations in modern international business: A textbook
The textbook provides a comprehensive analysts of the concepts, forms, methods and means of carrying out public relations work in the commercial sectors of the world economies in the post pandemic period. The questions considered in the book have practical significance for the professional training of PR specialists who will be working in Russian business companies in new conditions of the global and regional markets. It is intended for bachelor, master and postgraduate students specializing in the field of "Advertising and Public Relations" at MGIMO and other universities of Russia, as well as for those interested in advertising, public relations, mass media and communication, and public administration in the economic sphere.
992 Руб.
Gaiman Neil, Лайвли Пенелопа, Hollingburst Alan A Love Letter to Europe. An outpouring of sadness and hope
How are great turning points in history experienced by individuals? As Britain pulls away from Europe great British writers come together to give voice to their innermost feelings. These writers include novelists, writers of books for children, of comic books, humourists, historians, biographers, nature writers, film writers, travel writers, writers young and old and from an extraordinary range of backgrounds. Most are famous perhaps because they have won the Booker or other literary prizes, written bestsellers, changed the face of popular culture or sold millions of records. Others are not yet household names but write with depth of insight and feeling. There is some extraordinary writing in this book. Some of these pieces are expressions of love of particular places in Europe. Some are true stories, some nostalgic, some hopeful. Some are cries of pain. There are hilarious pieces. There are cries of pain and regret. Some pieces are quietly devastating. All are passionate. Conceived as a love letter to Europe, this book may also help reawaken love for Britain. It shows the unique richness and diversity of British cultures, a multitude of voices in harmony.
2141 Руб.
Pankhurst Kate Fantastically Great Women Who Changed the World
Join some of the world's most inspiring women in this must-have activity book based on Kate Pankhurst's number one bestselling title Fantastically Great Women Who Changed the World. Full of fun and utterly inspiring activities and over 200 stickers. Write your own stories with Jane Austen, lead a fashion revolution just like Coco Chanel and design your own pyjamas, walk in the footprints of Mary Anning and follow the dot-to-dot to uncover the skeletons of dinosaurs. The world is full of amazing women, including you! Create beautiful postcards to send to some of the fantastically great women in your life and use the pages of this book to write down your own hopes and dreams for how you will change the world. With accessible information about these brilliant women accompanying each activity, this book is full of fun, over 200 stickers and utterly inspiring activities!
1236 Руб.