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CUTTING EDGE ADVERTISING PDF
Cutting edge advertising: how to create the world's best print for brands in the 21st century / Jim Aitchison. – 3rd ed. – Singapore: Pearson / Prentice Hall, . Now revised and updated, this classic book is still the definitive step-by-step guide to creating cutting edge print ads. It covers everything from how advertising works, how brand-building methodologies are changing, how to get an idea, and how copy and art should be crafted. PDF - Cutting Edge Advertising. In Cutting Edge Advertising, one of the world's leading creatives offers a step-by-step plan for creating outstanding 21st century .
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Some brands, like Verizon in the US , have begun to put pressure on ad agencies to hire teams that are more representative of the population they want to sell to—in part because that should make for better work, and in part, perhaps, to avoid catastrophic marketing missteps.
Often they use humor, or emotion, or identification, to do so. But what they have done, she suggests, is made them less comfortable, and pressured them to adapt to a curtailed, acceptable kind of creativity, in order to survive. You had to have talent and be one of the boys. This year, Glassdoor, a company that collects employee-submitted pay data, broke down its annual report on the gender pay gap pdf by industry for the first time.
It also crunched the numbers to create a like-for-like comparison that takes into account things like job title and seniority.
Business services, a broad segment that includes advertising and plenty of other industries, had a 4. Not as bad as some—both media and retail had 6.
Non-white men were paid less again, and non-white women even less. Neither pay nor leadership numbers address the disparity of opportunity—what jobs, accounts, or key pitches go to whom; whose ideas get listened to. Weber Shandwick and FleischmanHillard had more women than men in top leadership roles in both and But neither pay, nor leadership numbers, really address the disparity of opportunity—what jobs, accounts, or key pitches go to whom; whose ideas get listened to; whose work gets credit.
Of course, women have long suffered both from exclusion and harassment, and from lower pay and status, across most industries. Some industries have been slower to change than others: Finance is often cited as being one of the industries with highest gender inequality.
Agencies that employ more of them are more likely to hit the mark when it comes to working out what will sell, and what will turn potential customers off. Ogilvy, the Holmes Report noted, was one of the firms to radically to readjust its leadership numbers. By , that number had grown to 28, of which 14 were women. Write a customer review. Top Reviews Most recent Top Reviews. There was a problem filtering reviews right now.
Please try again later. Cutting Edge Advertising-Jim Aitchison Quoting liberally from several dozen of the advertising world's most acclaimed copywriters and art directors, Mr. Aitchison does a brilliant job of explaining how the best print advertising is developed.
In the first few chapters he deals with the subject on something of a higher, philosophical plane. But promptly thereafter, he settles down into an almost tutorial approach; working his way from how to arrive at an insight, how to transform that insight into an idea, and finally, how to craft that idea into a great ad-visually and in its writing. Being an Australian, he is well positioned to tap into the enormous volume of great print advertising that has come out of the Asian markets-Singapore, Honk Kong and so forth.
But he also references many of the best print advertising that has come out of the U. And while we're on the subject of print, it's worth noting that although it is the author's avowed intention to provide readers with "how to create the world's best print All in all, an extremely valuable tool for beginning copywriters and art directors.
Not a bad one for their superiors, who sometimes struggle for the exact words to explain why an ad is or isn't working. And certainly worth reading by the clients who finance all this print advertising-cutting edge and, in far too many cases, ham-handed. Good show! Wit, wisdom, and style. Candid remarks. A warts and all approach, and a feel that gets under the skin of the beast called advertising.
It's worth the purchase price alone for the tale of Neil French and XO beer Yes, the reproductions could have been a little better in a few places, but it's what Hegarty, Barrie, French and Abbott to name but a few , have to say that's more important, and the book is riddled with insights - so much so that many of the personalities simply leap off the page and slap you about the face.
As an aspiring creative it was comforting to read other reviews of this book from current players in SE Asia reviews I read after having read the book , and I violently disagree with the reviewer who said the book was bollocks. What nonsense. And no, it's not "Hey Whipple, Squeeze This" - another marvelous book - nor could it be, for the simple reason that this book has a completely different voice. From the seasoned pro to the up-and-coming young turk, this book has something for everyone.
Regardless of how long you've been in the business there's an awful lot to learn, and I don't think this book can be faulted in any way other than a few dodgy bits of repro. If you're serious about the ad world this is probably one of the best books you could read.
And read it you should - at least three times. I came away from this book refreshed and energised. It's a text book, a reference book, a source of inspiration and something to go back to again and again.
And if you can't be arsed with this book the world of advertising probably isn't for you. Messrs French and Aitchison have been responsible for some brilliant advertising over the years.
You, dear reader, have the chance to learn from them both by getting hold of a copy of this inspirational book. Admittedly the title has dated a little, especially in the digital age, but the wisdom and insights contained within its pages are as true today as the day they were written. This is an excellent book. Filled with new insights and creative philosophies about advertising in the Creative Economy. The author is a practitioner in advertising, who has a passion for rules-breaking advertising.
I think this book will become a classic, when more people find out how good it is. It is a brilliant and must-have book for every FMCG advertiser. This is one of the 5 best advertising books I had ever read. Great job! See all 5 reviews. Pages with related products. See and discover other items: There's a problem loading this menu right now.
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Cutting Edge Advertising: How to Create the World's Best for Brands in the 21st Century
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PillPack Pharmacy Simplified. Amazon Renewed Refurbished products with a warranty. Amazon Second Chance Pass it on, trade it in, give it a second life.Several slogans have been changed in the meanwhile. Since the media channel was a selective one and the target market extremely selective. Rizwan Ul Haq. You had to have talent and be one of the boys.
Quartz is digging into the cultural and structural issues that make reaching gender pay parity harder in major industries. If you're serious about the ad world this is probably one of the best books you could read.
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Introduction 2. This is, in truth, the knowledge.
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