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.

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 recognize 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 persuasive communication that uses the mass media to connect an identified sponsor - the person or company that pays for the advertisment - 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.

Contents: Principle 1: Know Your Audience; Principle 2: Behind Every Great Advertising Campaign is a Great Creative Concept; Principle 3: Less is More; Principle 4: A Picture is Worth a Thousand Words - But Never Underestimate the Power of a Great Headline; Principle 5: Originality is Just Copying with a Twist; Principle 6: The Medium is - or at Least has a Serious Impact on - the Message; Principle 7: There's No Such Thing as Bad Publicity; Principle 8: Restrictions will Set You Free; Principle 9: Once is Never Enough; Principle 10: Ignore All Rules and Prescriptions.

About the Author

Robert Shore is a journalist and critic who has written widely on culture and media for newspapers and magazines. He is a regular contributor to 'The Sunday Times' and 'The Guardian'.

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