Screen LibraryHey whipple, squeeze this : the classic guide to creating great advertising /
"Hey Whipple, Squeeze This, has helped generations of young creatives in advertising make their mark in the field. The lessons about writing and art direction contained in 5 previous editions of Whipple are still relevant. Creativity is still king. But students of the craft now need additional...
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| Main Authors: | |
|---|---|
| Group Author: | |
| Published: |
Wiley,
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| Publisher Address: | Hoboken, New Jersey : |
| Publication Dates: | [2022] |
| Literature type: | Book |
| Language: | English |
| Edition: | Fully updated sixth edition. |
| Subjects: | |
| Summary: |
"Hey Whipple, Squeeze This, has helped generations of young creatives in advertising make their mark in the field. The lessons about writing and art direction contained in 5 previous editions of Whipple are still relevant. Creativity is still king. But students of the craft now need additional guidance to ply their craft in a digital-first world. This edition contains important new chapters and updates that explain how to create great advertising in any format, including viral video content for YouTube and TikTok, content-marketing, social media, digital campaigns, as well as traditional television, radio, print and outdoor ads"-- |
| Carrier Form: | xvi, 392 pages : illustrations ; 23 cm |
| Bibliography: | Includes bibliographical references (pages 353-357) and index. |
| ISBN: |
9781119819691 1119819695 |
| Index Number: | HF5825 |
| CLC: | F713.8 |
| Call Number: | F713.8/S949/6th ed. |
| Contents: | Foreword / Anselmo Ramos -- Preface -- A brief history of why everybody hates advertising: And why you should try to get a job there -- The creative process: Or, why it's impossible to explain what we do to our parents -- Tell the truth and run: Saying the right thing the right way -- A Controlled Daydream: Concepting: coming up with ideas -- Brevity is the soul of wit: The art of copywriting -- The virtues of simplicity: Or, why it's hard to pound in a nail sideways -- Why is the bad guy always more interesting?: Storytelling, conflict, and brand platforms -- Rewiring your brain: Chasing ideas and making big creative leaps -- Viral, naughty, and rong: Getting noticed, getting talked about -- Advertising 2.0: Moving from analog into digital -- Make the idea bigger, not the logo: Or, why branded content is more interesting than advertising -- Concepting for the hive mind: Creating buzz with social marketing -- Everything that can be digital, will be: Creative techs, developers, and the mobile future -- Stopping people from going to the bathroom: Some advice on television and video -- Creative mind versus monkey mind: Or, managing time, energy, panic, and your creative mind -- Pecked to death by ducks: Presenting and protecting your work -- Just start World War III: What it takes to get into the business -- Advertising: the most fun you can have with your clothes on: Is this a great business or what? |