The 22 Irrefutable Laws of Advertising (and When to Violate Them)22条无不辩驳的广告规律 下载 fb2 pdf rb kindle 115盘 极速 azw3

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.

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)

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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.