The 22 Irrefutable Laws of Advertising (and When to Violate Them)

by Michael Newman

Book Overview

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...

• Format: Hardcover
• Language: English
• ISBN: 047082106X
• ISBN13: 9780470821060
• Release Date: May 2004
• Publisher: John Wiley & Sons
• Length: 242 Pages
• Weight: 1.20 lbs.
• Dimensions: 1.1" x 6.3" x 9.3"

Customer Reviews

Insightful!

This book is a series of short essays about the elements that contribute to good advertising. The 22 "laws" are really not laws at all. Each one is an informative, inspirational article about a particular point in advertising's creative or management process. Separate contributors wrote each of the 22 "laws." Author Michael Newman identifies each writer as an accomplished ad industry pro. As a result, this book offers some good examples of ads from a worldwide perspective, which is especially important since the industry seems to be floundering globally. The essays are short, often interesting, but sometimes unevenly focused. Some contributors took their assignment more seriously than others did, and a few should never have even made it into the book. But we think most advertising professionals will find something inspirational here.