The 100 Best TV Commercials-- and why They Worked PDF Download
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Author: Bernice Kanner
Publisher: Crown
ISBN:
Category : Business & Economics
Languages : en
Pages : 280
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Book Description
Who cares about commercials? All of us, that's who. The television commercial has become a part of the American narrative, as important a signifier of our times as a great work of literature or a blockbuster motion picture. Indeed, we often care more about the commercials than we do about the programming itself (ask any Super Bowl aficionado). The ad is art . . . and some of the art is brilliant. The hundred commercials in this book are brilliant. They were selected by a team of experts at the Leo Burnett Company, creators of Tony the Tiger and the Maytag Repairman, in collaboration with dozens of advertising pros from around the globe and throughout the industry. Their choices represent the very best that the advertising world has to offer. Together, they portray a half century of human hopes, wishes, and dreams. Bernice Kanner, whose "On Madison Avenue" column in New York magazine was required reading for more than a decade, has taken each of these small masterpieces and analyzed what made them work, why they so successfully moved us, and how they broke through the clutter to become a part of the cultural landscape. From the Marlboro Man to the Energizer Bunny, The 100 Best TV Commercials provides a hundred important lessons in how we communicate and persuade today. It is vital reading for those who create our commercial culture . . . and those who live in it.
Author: Bernice Kanner
Publisher: Crown
ISBN:
Category : Business & Economics
Languages : en
Pages : 280
Get Book Here
Book Description
Who cares about commercials? All of us, that's who. The television commercial has become a part of the American narrative, as important a signifier of our times as a great work of literature or a blockbuster motion picture. Indeed, we often care more about the commercials than we do about the programming itself (ask any Super Bowl aficionado). The ad is art . . . and some of the art is brilliant. The hundred commercials in this book are brilliant. They were selected by a team of experts at the Leo Burnett Company, creators of Tony the Tiger and the Maytag Repairman, in collaboration with dozens of advertising pros from around the globe and throughout the industry. Their choices represent the very best that the advertising world has to offer. Together, they portray a half century of human hopes, wishes, and dreams. Bernice Kanner, whose "On Madison Avenue" column in New York magazine was required reading for more than a decade, has taken each of these small masterpieces and analyzed what made them work, why they so successfully moved us, and how they broke through the clutter to become a part of the cultural landscape. From the Marlboro Man to the Energizer Bunny, The 100 Best TV Commercials provides a hundred important lessons in how we communicate and persuade today. It is vital reading for those who create our commercial culture . . . and those who live in it.
Author: John McDonough
Publisher: Routledge
ISBN: 1135949069
Category : Business & Economics
Languages : en
Pages : 1754
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Book Description
For a full list of entries and contributors, a generous selection of sample entries, and more, visit the The "Advertising Age" Encyclopedia of Advertising website. Featuring nearly 600 extensively illustrated entries, The Advertising Age Encyclopedia of Advertising provides detailed historic surveys of the world's leading agencies and major advertisers, as well as brand and market histories; it also profiles the influential men and women in advertising, overviews advertising in the major countries of the world, covers important issues affecting the field, and discusses the key aspects of methodology, practice, strategy, and theory. Also includes a color insert.
Author: Jeremy G. Butler
Publisher: Routledge
ISBN: 1136925821
Category : Performing Arts
Languages : en
Pages : 513
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Book Description
For nearly two decades, Television: Critical Methods and Applications has served as the foremost guide to television studies. Designed for the television studies course in communication and media studies curricula, Television explains in depth how television programs and commercials are made and how they function as producers of meaning. Author Jeremy G. Butler shows the ways in which camera style, lighting, set design, editing, and sound combine to produce meanings that viewers take away from their television experience. He supplies students with a whole toolbox of implements to disassemble television and read between the lines, teaching them to incorporate critical thinking into their own television viewing. The fourth edition builds upon the pedagogy of previous editions to best accommodate current modes of understanding and teaching television. Highlights of the fourth edition include: New chapter and part organization to reflect the current approach to teaching television—with greatly expanded methods and theories chapters. An entirely new chapter on modes of production and their impact on what you see on the screen. Discussions integrated throughout on the latest developments in television’s on-going convergence with other media, such as material on transmedia storytelling and YouTube’s impact on video distribution. Over three hundred printed illustrations, including new and better quality frame grabs of recent television shows and commercials. A companion website featuring color frame grabs, a glossary, flash cards, and editing and sound exercises for students, as well as PowerPoint presentations, sample syllabi and other materials for instructors. Links to online videos that support examples in the text are also provided. With its distinctive approach to examining television, Television is appropriate for courses in television studies, media criticism, and general critical studies.
Author: James Twitchell
Publisher: Crown
ISBN: 0609807234
Category : Business & Economics
Languages : en
Pages : 242
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Book Description
James Twitchell takes an in-depth look at the ads and ad campaigns—and their creators—that have most influenced our culture and marketplace in the twentieth century. P. T. Barnum’s creation of buzz, Pepsodent and the magic of the preemptive claim, Listerine introducing America to the scourge of halitosis, Nike’s “Just Do It,” Clairol’s “Does She or Doesn’t She?,” Leo Burnett’s invention of the Marlboro Man, Revlon’s Charlie Girl, Coke’s re-creation of Santa Claus, Absolut and the art world—these campaigns are the signposts of a century of consumerism, our modern canon understood, accepted, beloved, and hated the world over.
Author: Andy Tibbs
Publisher: Routledge
ISBN: 1135260842
Category : Business & Economics
Languages : en
Pages : 230
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Book Description
Whether you are an aspiring advertising creative, designer, account manager, PR / publicity consultant or marketing manager, Advertising is an engaging source of inspiration for those dark, idea-less days and a motivator when those job interviews or placements seem in short supply.
Author:
Publisher:
ISBN:
Category : Motion pictures
Languages : en
Pages : 266
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Book Description
Author: Michael R. Smith
Publisher: Aspen Publishers
ISBN:
Category : Law
Languages : en
Pages : 398
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Book Description
Advanced Legal Writing: Theories and Strategies in Persuasive Writing is exceptionally well suited for use in upper level Legal Writing courses that focus on strategy.The author's distinctive approach: - emphasizes persuasive writing strategies and explores specific techniques for legal writers - combines theory with practicality by taking an interdisciplinary approach - avoids a "documents-based" approach, going beyond the trial or appellate brief to identify effective strategies for a broad range of documents and settings - follows a consistent format, offering for each writing strategy: - an explanation of its nature and characteristics - an account of the theoretical principles that explain their effectiveness - detailed "how-to" guidelines for students to use in their own writing - numerous examples of proper use of the strategy and exercises - consideration of ethical implications - a thorough Teacher's ManualThe book is divided into five main parts that cover: - literary references and their value in persuasive writing - the three basic processes of persuasion: logic and rational argument, emotional argument, and establishing credibility - rhetorical style - persuasive writing strategies based on psychology theory - the ethics and morality of persuasionBe sure to review Advanced Legal Writing: Theories and Strategies in Persuasive Writing before you make an adoption decision for your course.
Author: Joe Jackson
Publisher: Bloomsbury Publishing USA
ISBN:
Category : Music
Languages : en
Pages : 249
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Book Description
Kahlil Joseph has collaborated with musicians FKA twigs, Flying Lotus, Sampha and Shabazz Palaces among many others. He has directed numerous films, music videos and advertisements across Africa, America and Europe. The award-winning filmmaker's disruptive style – which frequently merges visual representations of transcontinental experiences with the countercultural energies of Afrodiasporic music – challenges the Eurocentric biases underpinning Western media. At the same time, his works generate various contradictions and tensions because they are themselves products situated within an economic framework of neoliberal capitalism, at once offering alternative ways of being while, simultaneously, participating in and thereby sustaining the social structures that they otherwise seek to subvert and dismantle. This is the first book-length study of Kahlil Joseph's work. Distinguishing the artist's personal and professional personas, it traces Joseph's career trajectory and artistic output, emphasizing how the director's construction of a multifaceted filmmaking persona operates in tandem with his artworks to challenge fixed, unidimensional or stable notions of identity. Through biographical study and deep examinations of the director's respective transmedia artworks, this book draws from various discussions shaped by Paul Gilroy's ground-breaking text The Black Atlantic (1993). By applying The Black Atlantic's disruptive audiocentric ideas to contemporary digital media forms generated by Kahlil Joseph and his peers alike, this book challenges the latent Eurocentricity on which dominant theorizations of 'modernity' – as well as the overlapping fields of Film, Media and Screen Studies – are grounded. In turn, it offers an alternative framework for negotiating the paradoxes, contradictions and transnational flows of our media-saturated present: namely, the Audiovisual Atlantic.
Author: David Verklin
Publisher: John Wiley & Sons
ISBN: 0470056436
Category : Business & Economics
Languages : en
Pages : 239
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Book Description
A media and advertising CEO explains how his world shapes ours The TV program coming into our living rooms isn't free. It's a simple Faustian bargain consumers have made but one with enormous implications. It means that David Verklin, CEO of one of the world's largest ad-buying companies, and his clients-the world's largest advertisers-control what TV programs get aired, what magazines get published, and how Google and Yahoo stay in (very healthy) business. In Watch This, Listen Up, Click Here, Verklin and Kanner expose the inner workings of the media, marketing, and advertising industries. Readers will learn why their favorite shows get cancelled, why Oprah gives away cars, and how money, people, politics, and new technologies are transforming TV, the Internet, radio, magazines, and other media Americans consume every day. David Verklin (New York, NY) is CEO of Carat Americas, the world's largest independent media buying operation. He frequently speaks to executives in marketing, media, and management. Bernice Kanner (d. 2006) was a marketing expert and author for 13 years of New York magazine's "On Madison Avenue" column.
Author: David Kiley
Publisher: John Wiley & Sons
ISBN: 0471225983
Category : Business & Economics
Languages : en
Pages : 321
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Book Description
The fascinating story of Volkswagen's raging success and near collapse in America After a wild ride of ups and downs for almost three decades, Volkswagen has regained its stature as one of America's most beloved auto makers. In Getting the Bugs Out, journalist and auto industry expert David Kiley tells the complete story of the rise, fall, and comeback of Volkswagen. Kiley traces the company's rise from Ferdinand Porsche's original design for the Beetle, through the Nazi era, and up to the Beetle's ascendancy during the flower-power 1960s. He explores the reasons for VW's downward spiral through the 1970s and 1980s, including the devastating management blunders that led to such failed efforts as the Rabbit, Dasher, Thing, and Scirocco, and equally catastrophic marketing initiatives, culminating in the notorious "Fahrfegnugen" series of ads. Finally, drawing upon his unique access to company insiders, Kiley tells the story of how Volkswagen achieved its phenomenal comeback beginning in the late 1990s through a combination of visionary management, cutting-edge product development, and brilliant marketing and advertising strategies. David Kiley (Anne Arbor, MI), the Detroit Bureau Chief at USA Today, is a journalist with fifteen years of experience, ten of which have been devoted to covering the auto industry. He has written extensively for Adweek and Brandweek magazines.
