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The 22 Irrefutable Laws of Advertising (and When to Violate Them)22条无不辩驳的广告规律书籍详细信息
- ISBN：9780470821060
- 作者：暂无作者
- 出版社：暂无出版社
- 出版时间：2004-05
- 页数：242
- 价格：192.80
- 纸张：胶版纸
- 装帧：精装
- 开本：16开
- 语言：未知
- 丛书：暂无丛书
- TAG：暂无
- 豆瓣评分：暂无豆瓣评分
内容简介：
IS
IS
A
GUIDE
THROUGH
THE
UNCERTAIN
FUTURE
OF
ADVERTISING,
WITH
A
STAR
CHART
OF
LUMINARIES
TO
SHOW
THE
WAY.
IT
EXAMINES
THE NDERLYING
PRINCIPLES AND
THE
LIVING
BONES
THAT SHAPE
THE
MOST CCESSFUL
BODY
OF
WORK
BEING
DONE
IN
THE
WORLD
OF
IDEAS
TODAY. FOREWORD BY BOB ISHERWOOD,WORLDWIDE REATIVE DIRECTOR, SAATCHI & SAATCHI INTRODUCTION - THE RULES OF ENGAGEMENT (MICHAEL NEWMAN)
作者简介：Michael Newman studied Law before，happily.advertisng discovered him.Some years later, he became Executive Creative Director of Saatchi & Saatchi in Australia. during their most creativelv succcsstul and biggest growth vears: he sat on their worldwide creative board until late 2001. when he formed the ideas company.
brandnewman.
Hes' a regular columnist in trade magazines across several different countries, and has tourc'd and lectured on advertising subjects as far afield as Southeast Asia
and South America, In December 2003, he launched M&C Saatchis second agency network.DNA.in Australia. tie is author of the highly acclaimed advertising book
Creative Leads.
书籍目录：
Acknowledgements
Forewo rd
Introduction—the Rules of Engagement
The Lawgivers
1 The Law 0f Simplicity(Ma rcello Serpa)
2 The Law 0f Positioning(Al Ries)
3 The Law 0f Consistency(1an Batey)
4 The Law 0f Selling(Dave Trott)
5 The Law 0f Emotion(John Shaw)
6 The Law 0f Love(Kevi n Robe rts)
7 The Law of Expe rience(Kash Sh ree)
8 The Law of Relevance(Anne Bologna)
9 The Law 0f Humour(James Lowthe r)
10 The Law of Dis ruption(Jean-Ma rie D ru)
11 The Law of JumP(Sebastian Tu rner)
12 The Law of Fascination(Reg B ryson)
13 The Law 0f I rreverence(Jim Aitchison)
14 The Law of Taste(Allen Rosenshine)
15 The Law 0f Topicality(MichaeI Newman)
16 The Law 0f the Silver Elephant(G raham Wa rsop)
17 The Law 0f the Chat (NeiI French)
18 The Law of Nice(Jamie Ba rrett)
19 The Lore of Negativity(Jack Vaughan)
20 The Law of Execution(Mike O’SulIivan)
21 The Law of Evolution(David Luba rs)
22 The Outlaw(MT Rainey)
Appendix 1—The Law 0f Deadlines
Appendix 2—The 10 I rresponsible C rimes Against Advertising (That Always Violate P rofits)
lndex
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书籍介绍
A breakthrough guide to the universal principles underlying great advertising Written by an all-star team of international advertising professionals, this guide offers readers a lively, in-depth exploration of advertising principles as they are understood and applied by many of the world's most respected advertising experts. Each chapter features numerous illustrations, case studies and vignettes, and reproductions of print ads and TV commercial stills. Michael Newman (Palm Beach, Australia) is a former Executive Creative Director of Saatchi & Saatchi Australia and Director of the Worldwide Toyota Board. While at Saatchi, he was Australia's most awarded creative director.
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