Read e-book online Adland: A Global History of Advertising (2nd Edition) PDF

By Mark Tungate

ISBN-10: 0749464321

ISBN-13: 9780749464325

Adland is a ground-breaking exam of recent advertisements, from its early origins, to the evolution of the present advertisements panorama. Bestselling writer and journalist Mark Tungate examines key advancements in ads, from replica ads, radio and tv, to the possibilities afforded through the explosion of electronic media. Adland specializes in key avid gamers within the and lines specific interviews with major names in ads at the present time, together with Jean-Marie Dru, Sir Alan Parker, John Hegarty and Sir Martin Sorrell, in addition to luminaries from the twentieth Century equivalent to Phil Dusenberry and George Lois. Exploring the roots of the ads in ny and London, and occurring to hide the rising markets of japanese Europe, Asia and Latin the United States, Adland deals a accomplished exam of an international and indicates ways that it really is more likely to advance sooner or later.

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Additional info for Adland: A Global History of Advertising (2nd Edition)

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Creatives are always looking out for new ways to disrupt magazines and newspapers. 02 / Volkswagen ‘It’s all about giving a little back’. These Volkswagen ads disrupted themselves with smaller ads for nonprofit organizations. 03 / John Smith’s These John Smith’s ads made it look as though the billboard was in the process of being changed. 02 03 25 54 / 100 ways to create a great ad CONTRADICTION Deliberate contradiction can be a useful advertising technique. It’s especially popular in print advertising, when a headline can be used to directly contradict the information a visual gives us.

02 03 29 An unexpectedly flat or mundane tone can be used to surprise consumers. 62 / 100 ways to create a great ad UNDERSTATEMENT Advertising has a reputation for making bold exaggerations about products, so it might be surprising to consider understatement as a creative technique. But it can be a useful method of engaging an audience. Understatement is a device used in literature, film and everyday speech, and involves saying something that’s technically accurate but unexpectedly flat. In The Wizard of Oz, Dorothy Gale finds herself in a fantastical Technicolor world full of bright flowers and munchkins.

The headline was, ‘A camera nicking a mugger’. A Scottish anti-smoking ad showed a cigarette with the line ‘It gets through thirty a day’, a witty reversal of the way people describe how much they smoke. A long-running Economist campaign also used reversal in many headlines, including ‘Great minds like a think’, ‘Shine and rise’ and ‘Trump Donald’. 01 02 01 / Bupa 02 / Tide Reversing figures of speech can produce surprising headlines, as in this UK ad for a private healthcare company. Depicting the opposite of normal situations can be a clever way to demonstrate a product, as with this stainremoval pen.

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Adland: A Global History of Advertising (2nd Edition) by Mark Tungate


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