Cutting Edge Advertising II: How to Create the World's Best Print for Brands in the 21st Century

by Jim Aitchison

Book Overview

A hip but not trendy guide to the many angles involved in the creation of print ads. Addresses how advertising works, how brand-building methodologies are changing, how to get an idea, and how copy... This description may be from another edition of this product.

• Format: Paperback
• Language: English
• ISBN: 9812445579
• ISBN13: 9789812445575
• Release Date: October 2003
• Publisher: Prentice Hall
• Length: 402 Pages
• Weight: 1.56 lbs.
• Dimensions: 0.8" x 6.0" x 9.0"

Customer Reviews

A must-have book for Client as well

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!

An Excellent Book

I own an advertising agency and have dozens and dozens of books on copy writing and ad writing -- this is by far one of my favorites. If you are interested in building your skills in advertising this is a really good read -- lots of examples, lots of great ideas - I gave a copy to everyone at my firm.

Cut and thrust

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 ... a study in pure genius if you ask me, and I'm not just saying that because of a burning desire to become a copywriter, I'm saying that for one simple reason: it's true.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.

Inspires people to better things.

After over 30 years in the advertising business I have to congratulate Jim Aitchison on such a practical advertising book. Very thought provoking. The author obviously did his homework worldwide. It's a showcase of some of the world's best creative minds. It will certainly inspire people to better things. I thoroughly enjoyed it! Well done!

NOTHING SHORT OF FANTASTIC

This book is a priceless contribution to anyone who wants to learn all about how print advertising can be perfected. Where can one find another book where he can learn from so many advertising gurus! David Abbott can't be far wrong! A must-read for anyone who is serious about advertising, especially those starting out.