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Book SynopsisIn 1995, the D&AD published a book on the art of writing for advertising. The then best-selling book remains an important reference work today—a bible for creative directors. D&AD and TASCHEN have joined forces to bring you an updated and redesigned edition of the publication. Regarded as the most challenging field in advertising, copywriting is usually left to the most talented professionals—often agency leaders or owners themselves. The book features a work selection and essays by 53 leading professionals in the world, including copywriting superstars such as David Abbott, Lionel Hunt, Steve Hayden, Dan Wieden, Neil French, Mike Lescarbeau, Adrian Holmes, and Barbara Nokes. The lessons to be learned on these pages will help you create clearer and more persuasive arguments, whether you are writing an inspiring speech, an engaging web banner or a persuasive letter. This is not simply a “must-have” book for people in advertising and marketing, it is also a “should-have” for anyone who needs to involve or influence people, by webpage, on paper, or in person.Trade ReviewThe Copy Book convinced me that everyone in business should study the art of copywriting. * Fortune.com *

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Book SynopsisBefore you can influence decisions, you need to understand what drives them. In The Choice Factory, Richard Shotton sets out to help you learn. From priming to the pratfall effect, charm pricing to the curse of knowledge, the science of behavioural economics has never been easier to apply to marketing.Trade Review"This book is a Haynes Manual for understanding consumer behaviour. You should buy a copy - and then buy another copy to give to one of the 97% of people in marketing who are too young to remember what a bloody Haynes Manual is."- Rory Sutherland, columnist for The Spectator and Executive Creative Director, Ogilvy One. "Most books in this area are academic and dry as dust. If you want to know how research and sociology can impact on real life in the real world, Richard's book will show you - using simple words and examples that real people can understand." - Dave Trott - creative director, author of Predatory Thinking and founder of three creative agencies. "In a cacophony of overstatement, Richard Shotton possesses a melodious and balanced voice. In this short but powerful tome you can learn about how marketing actually does influence consumers. Or, for the more prosaic among us, how to get people to re-use towels, buy wine when German Oompah music is playing and select a broadband supplier by mentioning Charing Cross Station. The book also mentions me (all too briefly) which I also find enticing." - Mark Ritson, columnist for Marketing Week and Professor at Melbourne business school. "At last someone has written a commonsense, practical guide to using behavioural science to sell things. It is backed by lots of research and working examples drawn from the author's own experience and his encyclopedic knowledge of the industry. In short, this is a classic advertising textbook in the making." --Steve Harrison, British copywriter, creative director and author. "Actionable, memorable and powerful... Shotton has taken the jewels of behavioral economics and made them practical." - Seth Godin, author of `All Marketers are Liars'. "Comprehensive, compelling and immensely practical, the Choice Factory brings the building blocks of behaviour change together in one place." - Richard Huntington, Chairman & Chief Strategy Officer, Saatchi & Saatchi "A top-class guide for those who want to put BE to work, rather than just illuminate their journey to work." - Mark Earls, author of 'Herd'. "A guide to your own mind, a roadmap of your blind spots, a toolkit for better advertising. The Choice Factory employs robust behavioral science in an approachable manner to demonstrate how you make and influence decisions. Synthesizing a vast body of research, live experiments and numerous examples, he shows that there is a bias for every occasion and how to use them as tools to craft better communications." - Faris Yakob, author of Paid Attention. "The Choice Factory is a delightful anatomy of the biased brain that will help you understand and influence consumer decisions - including your own." - Ian Leslie, author of 'Born Liars' and `Curious'. "Richard delivers a wealth of cases proving the efficacy of working with, rather than against, the grain of human nature. This is catnip for the industry." - Phil Barden, author of 'Decoded: The Science Behind Why We Buy'. "Richard Shotton's application of behavioural economics is bang on the button. This book is timely, insightful, fascinating and entertaining." - Dominic Mills, ex-editor of Campaign. "If you're a marketer, understanding what really makes people tick - as opposed to what they might tell you - is vital. This book takes us on an elegant, witty and digestible tour of the 25 main principles of behavioural science. Richard Shotton has read widely so that you don t have to, but he gives full credit to his many sources should you wish to pursue any of the topics further. This is a delightful and indispensable read for anyone in marketing, particularly those early in their careers." -Tess Alps, Chair of Thinkbox, the UK's marketing body for commercial broadcasters. "The Choice Factory is every bit as good as I hope I have managed to convey...Any marketers already sold on the value of behavioural science will find plenty here to encourage further optimism and confidence in its use." - John Hildrew, Rouser. "Exceptionally easy to read and, then, to apply the lessons learned, I have seldom read such a useful business book." - Iain Robertson, Business Money magazine. "I would therefore recommend this book to the whole marketing profession as it will enable us all to stand back and consider how we influence consumers to buy products or participate in market research. Well worth the read!" - Alan Wilson, University of Strathclyde.Table of ContentsPreface Introduction The 25 Biases 1. The Fundamental Attribution Error 2, Social Proof 3. Negative Social Proof 4. Distinctiveness 5. Habit 6. The Pain of Payment 7. The Danger of Claimed Data 8. Mood 9. Price Relativity 10. Primacy Effect 11. Expectancy Theory 12. Confirmation Bias 13. Overconfidence 14. Wishful Seeing 15. Media Context 16. The Curse of Knowledge 17. Goodhart's Law 18. The Pratfall Effect 19. Winner's Curse 20. The Power of the Group 21. Veblen goods 22. The Replicability Crisis 23. Variability 24. Cocktail Party Effect 25. Scarcity Ethics Conclusion References Further reading Index

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Book SynopsisThe Illusion of Choice identifies the 161/2 most important psychological biases that everyone in business needs to be aware of today - and shows how any business can take advantage of these to win customers, retain customers and sell more.

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Book SynopsisNo Logo' was a book that defined a generation when it was first published in 1999. For its 10th anniversary Naomi Klein has updated this iconic book.By the time you're twenty-one, you'll have seen or heard a million advertisements. But you won't be happier for it.This is a book about that much-maligned, much-misunderstood generation coming up behind the slackers, who are being intelligent and active about the world in which they find themselves. It is a world in which all that is alternative' is sold, where any innovation or subversion is immediately adopted by un-radical, faceless corporations. But, gradually, tentatively, a new generation is beginning to fight consumerism with its own best weapons; and it is the first skirmishes in this war that this abrasively intelligent book documents brilliantly.Trade Review‘The Das Kapital of the growing anti-corporate movement’ Guardian ‘A riveting, conscientious piece of journalism and a strident call to arms. Packed with enlightening statistics and extraordinary anecdotal evidence, “No Logo” is fluent, undogmatically alive to its contradictions and omissions and positively seethes with intelligent anger.’ Sam Leith, Observer ‘A fascinating ride through the history of marketing…Klein brilliantly humanises “No Logo” with fascinating personal stories, her voice firm but never preachy, her argument detailed but never obscure.’ Alex O’Connell, The Times ‘Naomi Klein brilliantly charts the protean nature of consumer capitalism, how it absorbs radical challenges to its dominance and turns them into consumer products.’ Madeleine Bunting, Guardian ‘A sharp and very timely book … A couple of chapters in, your mind is already reeling … convincing and necessary, clear and fresh, calm but unsparing’ Guardian ‘A manifesto and a call to arms that sometimes reads like an Orwellian nightmare’ Financial Times

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Book Synopsis'Drunk Tank Pink' is a particular shade of pink. In 1979 psychologists discovered that it has an extraordinary effect: if you stare at it for two minutes, you dramatically weaken in strength. In this brilliant study of the strange recesses of our minds, Adam Alter reveals the world is full of such hidden forces that shape our every thought, feeling and behaviour – without us ever realizing. Some letters in product names make us more likely to buy them (nearly all successful brands contain a 'k' sound) We're more likely to be critical if we write in red rather than green biro Your first report at school can determine your future career Understanding these cues is key to smarter decision-making, more effective marketing, and better outcomes for our selves and our societies. Prepare for the most astounding and fast-paced psychology book since Blink and Predictably Irrational.Trade Review'Reading Adam Alter's book will change the way you look at our world.' -- Dan Ariely, author of Predictably Irrational'I've read lots of books about how the brain can be tricked and how the things we think we see are not necessarily the things we are looking at. This is one of the best.' -- William Leith, Evening Standard'The best science book I've read all year...really provocative.' -- Malcolm Gladwell * New York Times *" A fantastic introduction to the wealth of weird and wonderful psychology research that is out there." * Focus magazine *

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Book SynopsisInclding chapters on interactive advertising and integrated advertising, this edition contains fifty specially drawn new illustrations of key campaigns. It covers every aspect of the business, from how to write copy and learn the creative process to how agencies work and the different strategies used for all types of media.Trade Review'Invaluable' - Creative Review'Hands down the best creative advertising book I have ever read!' - Inspired Magazine'Sound advice for advertising creatives' - Communication ArtsTable of Contents1: Basic Tools; 2: The Strategy; 3: Print; 4: The Campaign; 5: The Tagline; 6: Generating Strategies & Ideas; 7: TV; 8: Ambient; 9: Interactive; 10: Social; 11: Copy; 12: Radio; 13: Integrated; 14: Execution; 15: Presenting & Selling Your Work; 16: The Student Book; 17: Conclusion

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Book SynopsisThe rate of change in advertising and IMC over the past several years has been continued to be MASSIVE. Weigold/Arens, Contemporary Advertising 17th has been revised to include the latest trends and industry disruptors impacting the world of advertising today. - Our biggest changes are significantly more discussion of digital media in IMC and advertising throughout the book and specifically in the chapters on creative, media, and social media with the help of experts in these disciplines. - This edition includes greater attention to ongoing issues of consumer privacy and data protection as well as ethics, diversity, and inclusion in the industry. - Digital disruption is featured in new content on cable''s biggest competitor, streaming or OTT video. Also, Chapter 13, formerly Using Electronic Media: Television and Radio, is now titled Using Audio and Video Media, reflecting how television is no longer the primary medium for video and how braTable of ContentsChapter 1: Advertising and IMC Today Chapter 2: The Big Picture: The Functions of Advertising and Its Evolution Chapter 3: The Big Picture: Economic, Ethical, and Regulatory Aspects Chapter 4: The Scope of Advertising: From Local to Global Chapter 5: Marketing and Consumer Behavior: The Foundations of IMC Chapter 6: Market Segmentation and the Marketing Mix: Determinants of Campaign Strategy Chapter 7: Research: Gathering Information for IMC Planning Chapter 8: Marketing and IMC Planning Chapter 9: Planning Media Strategy: Disseminating the Message Chapter 10: Creative Strategy and the Creative Process Chapter 11: Creative Execution: Art and Copy Chapter 12: Advertising in Print Media Chapter 13: Using Audio and Video Media Chapter 14: Using Digital Interactive Media Chapter 15: Social Media Chapter 16: Using Out-of-Home, Exhibitive, and Supplementary Media Chapter 17: Relationship Building: Direct Marketing, Personal Selling, and Sales Promotion Chapter 18: Relationship Building: Public Relations, Sponsorship, and Corporate Advertising

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Book SynopsisDavid Ogilvy is remembered as one of the most influential admen of all time. His bestselling book Ogilvy on Advertising gave no-nonsense, essential advice to those in marketing, PR, advertising and other related industries wanting to improve their success rate. It has become the industry handbook. Ogilvy wrote his book before the Digital Revolution, and in this sequel, Miles Young brings the same erudite scrutiny to advertising in the digital age as he examines the challenges that agencies and their clients have faced with the arrival of 'digital'. He demonstrates how to respond astutely and successfully to the myriad possibilities the digital world has to offer. The book is comprehensive in its reach, touching on all areas, from brand response to social media, pervasive creativity, smart content and good storytelling, to cautions about the power of big data, and what we can learn from the latest neuroscience findings and emerging markets. Backed up by sound research and an illustrious career working out of offices in the UK, US and Hong Kong, Young cuts through the 'noise' surrounding digital to outline some essential truths and offer sound practical advice. Trade ReviewIn this stylish textbook for students of advertising, Ogilvy & Mather nonexecutive chairman Young offers a smart take on the current state of advertising and how his storied firm has evolved as society has been transformed by the internet … Publishers Weekly Table of ContentsOverture • Section I Content and the New World: The Digital Revolution, Pervasive Creativity, The Post-Modern Brand, Globalization 3.0, Today's Brand • Section II The Faces of Content/How to Bring Content to Life: Storytelling, The Taxonomy of Content, Creativity and Technology, Distribution Systems of Content, Creating Content • Section III The Fuel of Content Data: Levers of Content • Section IV Clients, Culture and Courage • Epilogue: Agility and the Agency of the Future.

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Book SynopsisJean-Noël Kapferer is an internationally recognized thought leader on brands and brand management. An Emeritus professor at HEC Paris, he has been a consultant to many European, Asian and American corporations. He is the author of international bestseller New Strategic Brand Management, and Kapferer on Luxury (published by Kogan Page). Vincent Bastien was formerly MD of Louis Vuitton Malletier and CEO of Yves Saint Laurent Parfums. He has held senior posts at some of the world's most prestigious luxury brands and was previously Affiliate Professor at HEC Paris, teaching Strategy in Luxury.

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Book SynopsisTable of Contents1. Strategic Brand Communication 2. Advertising 3. Public Relations 4. Action and Interaction: Direct Response and Promotions 5. How Brand Communication Works 6. Strategic Research 7. Segmenting and Targeting the Audience 8. Strategic Planning 9. Creative Side 10. Promotional Writing 11. Direct Response 12. Media Basics 13. Paid Media 14. Owned, Interactive, and Earned Media 15. Media Planning and Negotiation 16. IMC Management 17. Evaluating IMC Effectiveness 18. Social Impact, Responsibility, and Ethics: Is it Right?

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Book SynopsisDavid Ogilvy is well known and respected as the most successful adman of all time. His bestselling book, Ogilvy on Advertising gives valuable advice to young hopefuls and veterans of the industry wanting to improve their success rate.Table of Contents0

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Book SynopsisThe Adweek Copywriting Handbook covers every aspect of the copywriting process in simple and easy-to-understand steps for young advertising professionals and old pros alike. Starting at the very beginning of the process, the book shows copywriters how to get prepared to write on a product before moving on to the act of writing itself.Table of ContentsForeword: The Sugarman Legacy Ray Schultz xv Acknowledgments xix Introduction: The Origin of This Book 1 Section One: Understanding the Process Preview 9 1. General Knowledge 11 2. Specific Knowledge 15 3. Practice, Practice, Practice 23 4. The Purpose of All the Graphic Elements of an Ad 27 5. The First Sentence 31 6. Creating the Perfect Buying Environment 35 7. Resonating with the Reader 39 8. The Slippery Slide 45 9. Assumed Constraints 55 10. Seeds of Curiosity 59 11. Copy as Emotion 65 12. Selling the Concept, Not the Product 71 13. The Incubation Process 77 14. How Much Copy Should You Write? 81 15. The Art of Personal Communication 87 16. The Copy Sequence 93 17. The Editing Process 101 Section Two: Understanding What Works Preview 111 18. Powerful Copy Elements Explained 113 19. The Psychological Triggers 131 20. Selling a Cure, Not Prevention 193 21. Rating Your Writing Level 199 22. Seven Steps to Writing Great Copy 203 Section Three: Proving the Points—Ad Examples Preview 209 23. The Lazy Man’s Way to Riches 211 24. A Fluke of Nature 219 25. Lingerie for Men 227 26. The More You Learn 233 27. A More Stimulating Way 237 28. Magic Baloney 239 29. Pet Plane 243 30. Mail Order Mansion 247 31. Hungarian Conspiracy 251 32. Vision Breakthrough 255 33. Gold Space Chains 259 34. Consumers Hero 263 35. Nautilus Spelling Sale 267 A Note: The Power of Your Pen 271 Section Four: Utilizing Your Copywriting Skills Preview 275 36. Writing for Different Media 277 Epilogue Some Final Thoughts 313 Appendix A Assumed Constraints, Continued 317 Appendix B Seeds of Curiosity, Continued 319 Appendix C Summary of Axioms and Major Points 321 Appendix D Recommended Reading 325 Index 327 About the Author 337

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Book SynopsisIn 1970 Jerry Della Femina wrote this gossip-filled, insider's account of working on Madison Avenueduring the golden age of advertising. It caused a sensation, became a bestseller and establisheditself as a cult classic. Years later, it inspired the multi-award-winning drama Mad Men.Trade ReviewBeyond parody and quite brilliant, it's best read after a three-Martini lunch. * * GQ Magazine * *When there was some debate about whether something was accurate or not, Jerry said "You're not even close. It was so much worse than what you're seeing on the show." -- Matthew Weiner, creator and executive producer of MAD MENNot since The Wire has a series generated as much commentary ad Matthew Weiner's ad-agency drama. Whether dazzled by the promise of buttoned-up sexuality and undone morals or just intoxicated by the cigarette smoke, it is hard not to be drawn in by the long-gone allure of Sterling Cooper. * * Sunday Times * *As close to genius as TV gets. * * Metro * *Smart, cool, funny, knowing, and visually gorgeous. * * Daily Mirror * *The best thing on TV since the Sopranos. * * Grazia * *Yes, it does live up to the hype. * * Independent * *The sharpest, slickest, best-looking drama. * * Shortlist * *A delicious gossip-heavy read about the golden age of advertising . . . a wonderful, knockabout romp. * * GQ Magazine * *Equivalent to spending an evening with Rodger Sterling . . . very funny indeed. * * Time Out * *Jerry Della Femina takes a flame-thrower to the idea that anybody would work in advertising for any other reason than to have a good time . . . a collection of hair-raising escapades, pranks and boorishness, and we are left to think that, even if the work was dull, at least Della Femina and his colleagues had an outrageous amount of fun. * * Times Literary Supplement * *

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Book SynopsisTrade ReviewSeth Godin may be the ultimate entrepreneur for the information age * BusinessWeek *It's easy to see why people pay to hear what he has to say * Time *Godin...is uniquely respected for his understanding of the Internet, and his essays and opinions are widely read and quoted on and off * Forbes *If Seth Godin didn't exist we'd need to invent him * Alan Webber, founder, Fast Company *If your idea, or issue, or candidate, or product isn't catching on, you haven't been reading Seth Godin * Micah Sifry, cofounder, Personal Democracy Forum *Thousands of authors write business books every year, but only a handful reach star status and the A-list lecture circuit. Fewer still-one, to be exact-can boast his own action figure. . . . Godin delivers his combination of counterintuitive thinking and a great sense of fun * BusinessWeek *This is the book I need right now. It's an extraordinary and electrifying call to action for writers, artists and creators in every walk of life. I re-read passages and felt as if my own secret creed was being explained back to me, in words I hadn't yet found * Rosanne Cash, Grammy-winning singer-songwriter *The Practice is a user's manual for finding your calling and an alchemist's handbook for pursuing your dream * Steven Pressfield, author of The War of Art *Seth's book is a skeleton key specially molded to unlock the most creative version of you. Read it, and find yourself free to be who you know you really are * Brian Koppelman, co-producer and co-creator of Billions *With surgical precision, The Practice attacks our predictable misconceptions about the creative process and replaces them with better ideas, one by one. This book will inspire you to make things, hone your craft, and nudge you to ship things you are proud of. Read it * Tobi Lutke, CEO, Shopify *The Practice explains that what looks like a barrier is often a catalyst in disguise. Magic may not come from what we can see on the stage but from behind it, where the wood chopping happens * Peter Gabriel, Musician *

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Book SynopsisGain an understanding of advertising and brand strategy from an integrated marketing, advertising and business perspective with Close Scheinbaum/O'Guinn/Semenik's popular ADVERTISING AND INTEGRATED BRAND PROMOTION, 9E. Updates bring strategy to life in today's digital and mobile society as new content addresses industry shifts, such as pandemic-prompted changes in consumer behavior and e-commerce, influencer marketing, celebrity endorsements and streaming content. New examples highlight contemporary ads and current forms of branding and marketing for well-known brands like Target, Chanel, Amazon, Southwest, Netflix, Disney, ESPN, Apple, TikTok, Instagram, Adidas and Nike. You examine concepts in the context of advertising practice as you follow the processes of an advertising agency. Leading theory and practice keeps content relevant and applicable whether you are pursing business, marketing communication or advertising. MindTap digital resources further strengthen understanding.Table of ContentsPart I: ADVERTISING AND INTEGRATED BRAND PROMOTION IN BUSINESS AND SOCIETY. 1. The World of Advertising and IBP. 2. The Structure of the Advertising Industry: Advertisers, Advertising Agencies, and Support Organizations. 3. The History of Advertising and Brand Promotion. 4. Social, Ethical, and Regulatory Aspects of Advertising and Promotion. Part II: ANALYZING THE ENVIRONMENT FOR ADVERTISING AND INTEGRATED BRAND PROMOTION. 5. Advertising, Integrated Brand Promotion, and Consumer Behavior. 6. Market Segmentation, Positioning, and the Value Proposition. 7. Advertising Research. 8. Planning Advertising and Integrated Brand Promotion. Part III: THE CREATIVE PROCESS. 9. Managing Creativity in Advertising and IBP. 10. Creative Message Strategy. 11. Executing the Creative. Part IV: THE MEDIA PROCESS. 12. Media Planning Essentials. 13. Media Planning: Newspapers, Magazines, Television, and Radio. 14. Media Planning: Advertising and IBP in Digital, Social, & Mobile Media. Part V: INTEGRATED BRAND PROMOTION. 15. Sales Promotion, Point-of-Purchase Advertising, and Support Media. 16. Event Sponsorship, Product Placements, and Branded Entertainment. 17. Integrating Direct Marketing and Personal Selling. 18. Public Relations, Influencer Marketing, and Corporate Advertising.

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Book SynopsisThis illustrated, extensively updated guide focuses on branded interaction design (BIxD), the brand-oriented design of interactive applications.Trade Review'Amasses a wealth of information and expertise to offer a working framework for any project' - New Design

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Book SynopsisA revised and expanded edition of the book described by Books Monthly as an absolute gem. A bible, in fact'. If the future is going to be creative, then Hegarty on Advertising points you in the right direction. Written by one of the world's legendary advertising men, this best-selling book contains five decades' worth of wisdom from the man behind hugely influential campaigns for brands such as Levi's, Audi, Boddingtons and Lynx. In this new and improved edition John Hegarty reveals what lies behind a great idea and effective advertising, the ingredients of a successful brand, the right way and the wrong way to run and launch an advertising agency, why you should always question the brief, the art of pitching to a potential client, the central role of storytelling in advertising, the impact of new technology in a rapidly evolving industry, and the importance of dealing with succession. And if that isn't enough, read the final chapters on winemaking and The Garage Soho, a startu

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Book SynopsisDavid Ogilvy is 'The Father of Advertising' and in this new format of his seminal classic, he teaches you how to sell anything.'The most sought-after wizard in the advertising business.' Times MagazineFrom the most successful advertising executive of all time comes the definitve guide to the art of any sale.Everything from writing successful copy to finding innovative ways to engage people and from identifying with your audience to the various ways to sell a lifestyle, Ogilvy on Advertising looks at what sells, what doesn't and why. And, in doing so, he teaches what you can do to sell the most brilliant item of all... yourself.From a titan of not just the advertising industry, but the business world, this book is David Ogilvy's final word on what you're doing wrong in any pitch and how you can finally fix it.

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Book SynopsisTable of ContentsIntroduction Chapter 1: The Demon of Procrastination Chapter 2: The Demon of the Blank Page Chapter 3: The Demon of Doubt Chapter 4: The Demon of Convention Chapter 5: The Demon of Constraints Chapter 6: The Demon of Criticism Chapter 7: The Demon of Theft Chapter 8: The Demon of Accidents Chapter 9: The Demon of Failure Chapter 10: The Demon of Disappointment Epilogue Notes Further Reading Acknowledgments

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Book SynopsisAttention merchant: an industrial-scale harvester of human attention. A firm whose business model is the mass capture of attention for resale to advertisers.In nearly every moment of our waking lives, we face a barrage of advertising enticements, branding efforts, sponsored social media, commercials and other efforts to harvest our attention. Over the last century, few times or spaces have remained uncultivated by the 'attention merchants', contributing to the distracted, unfocused tenor of our times. Tim Wu argues that this is not simply the byproduct of recent inventions but the end result of more than a century's growth and expansion in the industries that feed on human attention. From the pre-Madison Avenue birth of advertising to TV's golden age to our present age of radically individualized choices, the business model of 'attention merchants' has always been the same. He describes the revolts that have risen against these relentless attempts to influence our consumption, from the remote control to FDA regulations to Apple's ad-blocking OS. But he makes clear that attention merchants grow ever-new heads, and their means of harvesting our attention have given rise to the defining industries of our time, changing our nature - cognitive, social, and otherwise - in ways unimaginable even a generation ago.Trade Review[Tim Wu] writes books that make a big impact... The Attention Merchants is a sobering and significant book. * John Naughton, The Guardian *'Wu writes about the uglier consequences of our great migration to the web with the bruised zeal of an ex-millenarian.' * The Times *'Wu is much better than most, partly because he is a sceptic, but mainly because he has narrative flair and an eye for the most telling examples.' * The Sunday Times *In this revelatory book, Tim Wu tells the story of how advertisers and programmers came to seize control of our eyes and minds. The Attention Merchants deserves everyone's attention. * Nicholas Carr, author of THE SHALLOWS *[Wu] could hardly have chosen a better time to publish a history of attention-grabbing... He traces a sustained march of marketers further into our lives. * Financial Times *'Wu's book ... record[s] the extraordinarily successful attempts by advertisers to occupy more and more of our attention over the past 100 years.' * Ben Tarnoff, The Guardian *I couldn't put this fascinating book down. Gripping from page one with its insight, vivid writing, and panoramic sweep, [it] is also a book of urgent importance, revealing how our preeminent industries work to fleece our consciousness rather than help us cultivate it. * Amy Chua, Yale Law Professor and author of BATTLE HYMN OF THE TIGER MOTHER *A profoundly important book... Attention itself has become the currency of the information age, and, as Wu meticulously and eloquently demonstrates, we allow it to be bought and sold at our peril. * James Gleick, author of TIME TRAVEL: A HISTORY *The question of how to get people to care about something important to you is central to religion, government, commerce, and the arts. For more than a century, America has experimented with buying and selling this attention, and Wu's history of that experiment is nothing less than a history of the human condition and its discontents. -- Cory Doctorow * BOING BOING *Forget subliminal seduction: every day, we are openly bought and sold, as this provocative book shows. * Kirkus *[A] startling and sweeping examination of the increasingly ubiquitous commercial effort to capture and commodify our attention * New Republic *Illuminating * New York Review of Books *[An] energetic and original new book * London Review of Books *

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Book SynopsisErik du Plessis is Chairman of Millward Brown (South Africa), one of the world's top market research companies with 78 offices in 51 countries. He is also a Visiting Professor at the Copenhagen Business School, and the author of The Advertised Mind, published by Kogan Page.Table of Contents Section - ONE: What it is all about; Chapter - 01: Introduction; Chapter - 02: This book is about the consumer’s brain; Chapter - 03: The new paradigm; Chapter - 04: The brain – the coming together of disciplines; Section - TWO: The decision-making puzzle; Chapter - 05: Interpretation, memory, experience, learning; Chapter - 06: Introducing the rat brain robot; Chapter - 07: Feelings; Chapter - 08: The ‘feeling’ brain systems and how they work; Chapter - 09: The environmental awareness system: emotions; Chapter - 10: The ‘state of body’ system: homeostasis; Chapter - 11: The ‘state of mind’ system, or moods and arousal; Chapter - 12: The evaluation system: pleasure; Chapter - 13: Personality; Chapter - 14: Social systems and culture; Chapter - 15: Gender differences; Chapter - 16: Let’s put it all together; Chapter - 17: Measuring the brain; Chapter - 18: Increasing our brainpower – using neuroscience effectively by Graham Page; Section - THREE: Creating mischief; Chapter - 19: On creating mischief; Chapter - 20: Buy-ology; Chapter - 21: The elusive subconscious; Section - FOUR: Towards insights; Chapter - 22: Read Montague’s Pepsi Challenge; Chapter - 23: Science: models and measurements; Section - FIVE: Some marketing implications; Chapter - 24: Attention; Chapter - 25: The brand soma; Chapter - 26: Consumer decision making as heuristics; Chapter - 27: Market segmentation; Chapter - 28: Advertising budget, brand life cycle, synapses and brand soma; Section - SIX: My conclusions; Chapter - 29: What this was all about; Chapter - 30: Is the future what it was?

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Book SynopsisCreativity isn't an occupation, its a preoccupation. It is at the very core of what makes us human. Its also a fundamental challenge that everyone faces in the modern world, be they in business, in education or a struggling artist or musician. This book takes 50 provocations and themes that lie at the heart of creative thinking.

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Book SynopsisGain a lifetime of experience from the inventor of test marketing and coupon sampling -- Claude C. Hopkins. Here, you'll get two landmark works in one, and discover his fixed principles and basic fundamentals that still prevail today.

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Book SynopsisA study of the advertising campaigns and marketing strategies launched by Kodak in the early years of snapshot photography. It demonstrates how these stand at the centre of a shift in American domestic life that goes deeper than technological innovations in cameras and film.

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Book SynopsisAmericans in recent years have become thoroughly disenchanted with our political campaigns, especially with campaign advertising and speeches. Each year, as November approaches, we are bombarded with visceral appeals that bypass substance, that drape candidates in the American flag but tell us nothing about what they''ll do if elected, that flood us with images of PT-109 or Willie Horton, while significant issues--such as Kennedy''s Addison''s Disease or the looming S&L catastrophe--are left unexamined. And the press--the supposed safeguard of democracy--focuses on campaign strategy over campaign substance, leaving us to decide where the truth lies. In Dirty Politics, campaign analyst Kathleen Hall Jamieson provides an eye-opening look at political ads and speeches, showing us how to read, listen to, and watch political campaigns. Jamieson provides a sophisticated (and often humorous) analysis of advertising technique, describing how television ads use soft focus, slow motion, lyricalTrade ReviewIf you read this book--and you should--you will never again listen to a news broadcast or read a newspaper in the same way ... Reading Dirty Politics leave one with the troubling conviction that our democracy is threatened by the failure to provide voters with the information they need to make meaningful use of the right to vote ... Impressively research, clearly written and organized, and enlightening througout. * Washington Post Book World *An illuminating primer about the dangerously subtle distortions of video politics. * Philadelphia Inquirer *

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Book SynopsisSo, you need to create an advertising campaign that brings in more customers, adds more dollars to your bottom line, and validates all the reasons you went into business in the first place. But how can you make your ad look and sound like champagne if your budget can only afford beer? Are you wasting your time trying to sell ice to an Eskimo? The world of advertising can seem like a daunting placebut it doesn't have to be. Advertising for Dummies coaches you through the process and shows you how to: Identify and reach your target audience Define and position your message Get the most bang for your buck Produce great ads for every medium Buy the different media Create buzz and use publicity Research and evaluate your competition Advertising for Dummies offers newbies a real-world look at the ins and outs of advertisingfrom online and print to TV, radio, and outdoor formatsto showTable of ContentsIntroduction 1 About This Book 1 Conventions Used in This Book 2 What You’re Not to Read 2 Foolish Assumptions 2 How This Book Is Organized 3 Part I: Advertising 101 3 Part II: Creating Great Ads for Every Medium 3 Part III: Buying the Different Media 4 Part IV: Beyond the Basics: Creating Buzz and Using Publicity 4 Part V: The Part of Tens 4 Icons Used in This Book 5 Where to Go from Here 5 Part I: Advertising 101 7 Chapter 1: Advertising: Mastering the Art of Promotion 9 Making Advertising Work 10 Getting to Know Your Media Options 11 Regarding radio 11 Rating TV 12 Contemplating print 12 Musing upon direct mail 13 Scrutinizing outdoor advertising 14 Ogling online ads 14 Poring over publicity 14 Lessons from the Legends: Figuring Out Your Advertising Needs 15 David Ogilvy 16 Bill Bernbach 17 Wieden and Kennedy 18 Chapter 2: Setting and Working within Your Advertising Budget 19 Determining How Much You Can Afford to Spend 20 Developing an Advertising Strategy and a Tactical Plan 22 Researching and evaluating your competition 22 Identifying your target market 23 Knowing your product’s appeal 24 Maximizing Your Budget 24 Getting the most out of your creative and production 25 Using media you can afford 26 Chapter 3: Boosting Your Budget with Co-Op Programs 33 Knowing Who Uses Co-Op Funds 33 Finding Out Which of Your Suppliers Have Co-Op Funds Available 35 Knowing who to talk to 36 You’ve found your funds, now how do you get the dough? 37 Understanding the Rules, Regulations, and Restrictions 37 Getting your ads preapproved 38 Obtaining proof of performance 39 Submitting your co-op claims package 40 Chapter 4: Defining and Positioning Your Message 41 Understanding Why People Choose One Product or Service over Another 42 Image is everything 42 You’ve got personality! 42 Convenience: More than location 43 Don’t sacrifice service! 44 Let ’em know your uniqueness 45 The price is right 45 Researching and Assessing Your Competition: What Sets Your Product Apart? 46 Developing a Strategy for Your Advertising Campaign 48 Case Study: Advertising a Chain of Women’s Plus-Size Clothing Stores 49 Identifying the USP: The unique selling proposition 50 Knowing the budget — and staying within its limits 50 Shooting the ads 51 Selecting the right media 51 Applying these ideas to your ad campaign 52 Chapter 5: Forming an Effective Ad Campaign 53 Identifying and Targeting Your Audience 54 Focus on your primary market 55 Research your market 55 Checking Out Your Competition’s Ads so You Can Differentiate Yours 56 Focusing on Ads That You Respond to Most 57 Concocting a Creative Hook to Get Your Audience’s Attention 59 Creative brainstorming 60 Creative example: Developing a campaign for a community college 62 Incorporating Your Creative Message into an Overall Media Ad Campaign 65 Ensuring consistency of your message in all media you choose 66 Keeping your message simple 66 Using words that sell 67 Delivering your message with clarity 69 Part II: Creating Great Ads for Every Medium 71 Chapter 6: Online Advertising: Maximizing the Enormous Reach of the Internet 73 Measuring the Pros and Cons of Online Advertising 74 Creating Your Own Web Site 76 Deciding on your Web site goals 77 Choosing an effective domain name 78 Saving money (or your sanity): Your Web design 78 Designing a strong Web site 79 Promoting Your Site 83 Setting Goals for Online Ads 85 Ads that build awareness 86 Ads that encourage click-through 86 Ads that encourage sales 87 Choosing Among Online Ad Formats 87 Creating banner ads 88 Doing e-mail advertising 92 Chapter 7: Using Print Ads: Small Spaces with Big Audiences 95 Exploring the Advantages of Print 95 Recognizing What Makes a Print Ad Successful 96 Writing and Designing an Eye-Catching Print Ad 99 Hammering out your headline 99 Shaping your subheads 101 Building your body copy 101 Generating your graphics 102 Don’t forget the layout! 103 Chapter 8: Radio: Effective, Affordable, and Fun 107 Summarizing Your Business in 60 Seconds 107 Who are you? 108 What are you selling? 108 When do you want consumers to act? 109 How can customers get in touch with you? 109 Why should customers hire or buy from you? 110 Deciding on the Format for Your Ad 112 Talking it up: Dialogue 112 Amusing (and schmoozing) the masses: Comedy 113 Giving just the facts: A straight read 114 Determining Who Should Read the Script 115 Doing it yourself 115 Using a studio announcer 118 Hiring a professional voice talent 118 Setting It All in Motion: How to Get Your Ad on the Radio 120 Chapter 9: Demystifying TV Commercials: They Don’t Have to Win Awards to Be Effective 123 Designing Your TV Commercial in Layers 124 Audio 124 Video 125 Computer graphics 125 Bringing the Audio and Visual Together 126 Deciding What to Feature in Your Commercial 129 Appearing in your own commercial 129 Promoting with a professional 130 Highlighting your place of business 130 Focusing the camera on your product or service 131 Figuring Out Where to Shoot 131 On location 131 In the studio 134 Producing Your Commercial 135 Using the TV station’s production department 135 Hiring an independent production house 137 Editing Your Commercial 137 Chapter 10: Collateral Advertising and Direct Mail: Brochures, Flyers, Newsletters, and More 139 First Things First: Planning Your Collateral Campaign 140 Watching Out for Collateral Budget Busters 141 Adding a little (or a lot) of color 142 Printing cheap: No such thing? 142 Designing the Best Collateral Ads for Your Business 145 Striving for a simple design and clear copy 146 Deciding what to include in your ad 147 Getting help with your design 151 Handing Off the Dirty Work: Direct-Mail Houses 154 Asking the direct-mail provider some important questions 154 Planning your postage 157 Chapter 11: Opting for Outdoor Ads: Billboards, Posters, Ads on Buses, and Other Signage 159 Recognizing the Advantages of Outdoor Advertising 160 Measuring the Effectiveness of Outdoor Ads 162 Choosing Among Your Outdoor Advertising Options 163 Designing Memorable Outdoor Advertising 166 Pursuing potential customers 167 Making your ad readable 168 Keeping your ad clear 169 Making it worth remembering 169 Looking at a Success Story: Chick-fil-A’s Billboard Campaign 170 Aiming for the target audience 171 Setting up the marketing strategy 171 Capitalizing on the creative strategy 171 Reaping the results 171 Part III: Buying the Different Media 173 Chapter 12: Investing in Internet Advertising 175 Hiring Someone to Create Your Business Web Site 176 Choosing a Web designer worthy of your hard-earned dollars 176 Contracting with and paying a Web designer 178 Finding an ISP to Run Your Site 179 Ranking Your Site: Purchasing Key Words on Search Engines 181 Buying Banner Ads on Other Web Sites 181 Using ad networks 181 Placing your online ads yourself 182 Online advertising via affiliate programs 182 Finding out whether your banner is working 183 Assessing the Cost-Effectiveness of E-Mail Advertising 184 Chapter 13: Buying Ad Space in Print Media 187 Choosing the Right Publication for Your Print Ad 188 Calculating Your Print Ad’s Cost 189 Finding a Good Sales Rep 191 Cold-calling a publication: Don’t do it! 191 Going straight to the top: Call the sales manager 192 Asking for referrals 192 Becoming a Formidable Ad Buyer 193 Acting as though you’re reluctant 193 Making your sales rep think she’s got competition 195 Complaining when the time is right 196 Chapter 14: Purchasing Ad Time on the Radio 199 Determining the Best Radio Station for Your Ads 200 Specifying which demographic you’re after 201 Doing your homework 202 Buying the station 204 Talking the Talk of Radio Advertising 205 Cume 206 Ranker 206 Dayparts 207 Reading the Fine Print 207 Hammering out the details 207 Holding ’em to it 209 Waiting Patiently for the Results 210 Giving your audience time to respond 210 Buying radio time: Too little, too much? 211 Evaluating your radio ads from time to time 211 Taking Advantage of Seasonal Incentives to Reduce Your Costs 212 Chapter 15: Getting Your Ads on Television 215 Buying the Programming, Not the Station 216 Comparing TV Stations: Request Media Kits 217 Ready to Negotiate? Better Know Your TV Marketing Terms First! 218 Understanding timing and sweeps 219 Measuring ratings and market shares 219 Working with a Sales Rep 221 Talkin’ the talk: Negotiating successfully 223 Is Cable Advertising Right for You? 226 Working effectively with a cable sales rep 227 Hitting the bull’s-eye with cable ads 229 Doing the math: Cable TV market penetration 229 Chapter 16: Deciding Whether to Hire an Ad Agency 233 Determining When You May Need to Hire an Agency 234 Finding the Right Agency for Your Business 236 Getting to Know the People Handling Your Account 237 Compensating Your Agency 238 Media commissions 239 Creative and production charges 240 Markups 241 Retainers 241 Working with Your Agency to Get What You Need 242 Part IV: Beyond the Basics: Creating Buzz and Using Publicity 245 Chapter 17: Creating Buzz and Word-of-Mouth Advertising 247 Getting the Terminology Straight 247 Seeing the Power of Word of Mouth 248 Examining word-of-mouth marketing success stories 249 Beware of negative buzz! 250 Tips and Techniques on Generating Buzz 251 Coining a great new phrase 251 Hiring beautiful people to promote your product 251 Taking advantage of celebrity endorsements 252 Throwing a party 253 Hitting the streets 253 Figuring out where to find your big mouths 254 Creating a blog about your business 254 Chapter 18: Leveraging Your Advertising with Public Relations, Publicity, Specialty Items, and Events 257 Starting a Public Relations Campaign 258 Understanding How Publicity Can Bring Customers 259 Writing an effective press release 260 Getting the story to the right media 263 Advertising on Specialty Items 266 Recognizing the advantages of specialty advertising 267 Selecting specialty items with a purpose 269 Keep the copy simple on a specialty item 271 Generating Traffic: Promotional Events 271 Radio: The promotions king 272 Other promotional opportunities 275 Participating in Sponsored Events 275 Determining whether you can staff the event 276 Calculating the costs: A valuable investment? 277 Deciding which events are worthwhile 277 Finding sponsored events that work for your business 278 Part V: The Part of Tens 279 Chapter 19: Ten Secrets for Writing Memorable Advertising 281 Ignoring the Rules of Grammar 281 Making Your Ads Effective 282 Knowing Why People Buy Your Products 282 Finding a Creative Hook 283 Remembering That Creativity Is Hard Work 284 Letting Your Creative Hook Dictate Your Media Buy 284 Considering Your Budget 285 Striving for Continuity 285 Keeping It Simple 286 Being Clear in Your Message 286 Chapter 20: (Almost) Ten Ways to Know It’s Time to Hire an Agency 287 Your Ad Budget Has Become Substantial 287 You Need the Expertise of a Professional Media Buyer 288 Your Creative Light Bulb Has Burned Out 288 You’re Overwhelmed by the Demands of Production 289 You’re Having Trouble Keeping Up with the Bookkeeping 289 You’re Leaving Co-Op Funds on the Table 289 Your Time Is Being Taken Up by Media Reps 290 You’re Running Faster to Stay in the Same Place 290 You Want a Bunch of Free Stuff 291 Glossary 293 Index 297

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Book SynopsisAs McCarthyism swept across the United States and capitalism was king, white America enjoyed a feeling of pride and security that was reflected in advertising. Carelessly flooding society with dangerous misinformation, companies in the 50s promoted everything from vacations in Las Vegas, where guests could watch atomic bombs detonate, to cigarettes as healthy mood-enhancers, promoted by a baby who claims his mother feels better after she smokes a Marlboro. From “The World’s Finest Automatic Washer” to the Cadillac which “Gives a Man a New Outlook,” you’ll find a colorful plethora of ads for just about anything the dollar could buy. Oh, and “Have you noticed how many of your neighbors are using Herman Miller furniture these days?” If only you could really travel back in time and pick up a few chairs for your collection...Trade Review“A rose-tinted trip back to the golden age of advertising.” * ShortList *“Anyone who approaches with questions about how people lived, ate, felt and consumed in earlier decades will find the TASCHEN ad books an excellent investment.” * The Toronto Star *

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Book SynopsisWith the cold war ebbing, crime and inflation at record levels, and movie star-turned-President Ronald Reagan launching a Star Wars of his own, the 1980s did not seem likely to become one of the most outrageous, flamboyant, and prosperous decades of the 20th century. The "greed is good" mantra on Wall Street spawned the power-dressing, exercise-obsessed "Me Generation" of Yuppies. The art world enjoyed the influx of capital; computers and video games ruled in the office and at home; and the Rubik's cube craze swept the nation. Leg warmers were big, shoulder pads were bigger and hair was biggest of all. Whether your heart warms nostalgically at the memory of E.T. and marathon Trivial Pursuit sessions; if you think Ghostbusters and break dancing are totally awesome, this book's for you. To all those who still hear the echoes of "I want my MTV": All-American Ads of the 80s will leave you ready to reach out and touch someone. So just do it!Trade Review“While a great visual record of print advertising of the time, it’s also a social history of the products being sold to Reagan’s America.” * Creative Review *

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Book SynopsisThe wise man knows he doesn't know.The fool doesn't know he doesn't know.Lao TzuIn the West they only respect experts.But the expert mind is the closed mind.Shunryu SuzukiWhat's the most important step in fixing a puncture?It isn't jacking up the car, or taking the wheel off, or finding the puncture.There's something more fundamental than any of those.Something without which you can't even begin to fix a puncture. The most important step is finding out you've got a puncture. Without that you can't do anything.Instead of saying, It's just a bit bumpy, must be the road, and carrying on, you must acknowledge that something has changed and you don't know what that is.If you don't admit you don't know what's happening, you can never find out.If you don't find out, you can never change it.The most important step, always, is admitting you don't know.That's the power of ignorance.In this latest collection of real-life stories, Dave Trott provides lessons about problem solving and creative thinking that can be applied in advertising, business, and the wider world. With his trademark wit, wisdom and critical eye, he shows how great problem solvers and creative thinkers are those who are not afraid to say I don't know.

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Book SynopsisCreativity is all around us. Not in art galleries. But on the train, at work, in the street outside, and in schools, hospitals and restaurants. Creative vision exists wherever people are.In this entertaining collection of real-life stories, Dave Trott applies his crystal clear lens to define what genuine creative vision looks like. It is problem solving, clarity of thought, seeing what others do not see, and removing complexity to make things as simple as you can.The timeless lessons revealed here can be applied in advertising, business and throughout everyday life. By seeing things differently, you can think differently, and change the world around you.Dave Trott shows you how.Table of ContentsINTRODUCTION PART 1: CREATIVITY IN UNUSUAL PLACES PART 2. CREATIVE COMMUNICATION PART 3. CREATIVE IMPACT PART 4. PRACTICAL CREATIVITY PART 5. CREATIVE SURPRISES PART 6. CREATIVE ILLUSIONS PART 7. CREATIVITY IN REAL LIFE

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Book SynopsisForget Madison Avenue! Learn the unvarnished truth about what works, what doesn't and why from the most fascinating storyteller since Paul Harvey. With the knowledge of a seasoned business consultant and the warmth and wit of a natural storyteller, the Wizard will help you to: multiply the effectiveness of your advertising understand the tug-of-war between intellect and emotion create totally new concepts from combinations of old ones focus your advertising, your business, and your life.

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Book SynopsisWonderful book which I couldn''t put down. - Charlie Marshall, CEO & Founder, LoafA healthy blast of brutally honest common sense. - Rory Sutherland, Vice Chairman, Ogilvy UKThis needs to be in all marketing/communication colleges. - Malcolm Poynton, Executive Global Chief Creative Officer, Cheil WorldwideThe Brand Book provides a straightforward and practical guide to the fundamentals of brands and branding, enabling anyone in business to create their own powerful brand. Entertainingly written in jargon-free language, the author draws on her experiences of creating new brand strategies across a wide range of categories. Real world examples and case studies, including images from well-known brand campaigns, are used to illustrate the principles that underpin the best of brand practice. The final chapter includes handy templates and checklists to help you develop your own brand.*A number one bestseller in branding and logo design* November 2022

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Book SynopsisFirst collected by his devoted family and colleagues as a 75th birthday present, The Unpublished David Ogilvy collects a career's worth of public and private communications - memos, letters, speeches, notes and interviews - from the 'Father of Advertising' and founder of Ogilvy & Mather. Still fizzing with energy and freshness more than 25 years after it was first published, its success outside the private circle of friends and colleagues it was created for was, in the words of one of its editors: 'because so often he spoke out on important matters long before the crowd caught up to him; because all of what he says, he says so well; because so little of what he says in the book had ever before appeared in print'. It includes The Theory and Practice of Selling the AGA Cooker, described by Fortune magazine as 'the finest sales instruction manual ever written', and an interview in which he makes disclosures that even long-standing associates had never heard before. This is a business book unlike any other: a straightforward and incisive look at subjects such as salesmanship, management and creativity, presented in his trademark crisp prose. Whether carefully prepared for a lecture or as a private joke to a friend, his writing always underlines the importance of the rule, 'it pays an agency to be imaginative and unorthodox'.Trade ReviewPraise for Confessions of an Advertising Man: 'Still fresh - full of pithy points about not only advertising but also business * Evening Standard *Ogilvy is the creative force of modern advertising * New York Times *Small wonder that his staff treasured his sayings and could turn up memos decades later. Of what other company chief could that be said? * Yorkshire Post *The Father of Advertising not only reveals much about his distinctive approach to his profession, but also offers a practical masterclass in clear English as a critical business tool. That it comes from a marketing man, a profession too often associated in the popular mind with obfuscation and misdirection, makes it all the more impressive. -- Marc Sidwell * City AM *The king of advertising dispenses sound sense -- Robert McCrum * Observer *

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Book SynopsisAt the beginning of the decade, America was at war. Patriotism was an integral part of everyday life, with the sentiment mirrored in advertising. As America emerged victorious out of the darkness of World War II in 1945, the economic boom of the era helped usher in the most dramatic rise in quality of life, excess, and consumerism. The war’s end also brought unprecedented pride and prosperity to the American people, and nothing reflects the new wave of consumerism and progress more than the ads of the time. Spending power dramatically increased in the decade’s second half, with plentiful jobs and higher wages. Because of the new GI Bill, affordable housing was made available to returning war veterans for the first time. People were ready to embrace the idea of the American Dream.The postwar era represented a flood of products and services for every need and occasion, reaching every corner of society. Everything from entertainment to travel and automobiles, alcohol and tobacco, fashion and beauty, and food and beverage was in high demand and within reach. This period opened the floodgates of buying as advertisers sought to meet the needs of a population recovering from years of rationing. This engaging collection edited by Jim Heimann dives into the frenetic, lively, and brilliant era of American life and advertising in the 1940s.Trade Review“As mirrors on forties culture and values, this book offers a fascinating glimpse into a formative era of American design.” * Metropolis *

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Book SynopsisThis book is the first to document the visual history of print advertising in Australia and in so doing provides a valuable illustrated social history of Australia. Charles Troedel (18351906) was a master printer and lithographer, and the face behind the production of most of Australias early advertising posters, product labels, and other print ephemera, as well as the iconic Melbourne Album. Troedels catalogue of lithographs trace the production and evolution of nineteenth century commerce and culture -- in the home, at the bar, in health, hygiene and housework, with fashion and style and in leisurely pursuits -- defining the legal categories under which this content was protected and the way advertising came to be regulated. Lavishly illustrated with over 70 colour prints from the Troedel archive. Plus full reproduction of all 24 plates of The Melbourne Album (lithographic views of Melbourne from 18631864).

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