Search Results for "hegarty-on-advertising"

Hegarty on Advertising

Hegarty on Advertising

Turning Intelligence Into Magic

  • Author: John Hegarty
  • Publisher: N.A
  • ISBN: 9780500515563
  • Category: Business & Economics
  • Page: 224
  • View: 6820
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Here is a book that no creative professional should be without. Written by one of the worlds leading advertising men, it contains over four decades of wisdom and insight from the man who put Nick Kamen into a laundrette for Levi Strauss and gave Audi the immortal Vorsprung durch Technik, amongst many, many other highly successful campaigns for major brands. Hegarty on Advertising represents the 21st centurys answer to David Ogilvys bestselling Confessions of an Advertising Man and provides both John Hegartys advice on the elements of advertising, from pitching to the effects of new technology, and the story of his career from his early days at Saatchi and Saatchi to the global force that Bartle, Bogle, Hegarty is today.

Hegarty on Advertising

Hegarty on Advertising

  • Author: John Hegarty
  • Publisher: Thames & Hudson
  • ISBN: 0500770735
  • Category: Business & Economics
  • Page: 224
  • View: 6884
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A look into what lies behind great ideas and brilliant advertising, told by one of the industry's leading players. What makes a great idea? How does one best pitch to a prospective client? What effect will new technology have on advertising? Written by one of the world’s leading advertising creatives, Hegarty on Advertising contains over four decades of wisdom and insight from the man behind hugely effective and influential campaigns for brands such as Levi Strauss, Audi, and Unilever. The book is both an advertising credo and a brilliantly entertaining memoir. The first part offers John Hegarty’s personal insights and advice on the advertising business: Ideas, Brands, The Agency, Briefs, Pitching, Storytelling, and Technology. In the second part, Hegarty talks about his own career and experiences, from his early days working with Charles Saatchi to the founding of Bartle Bogle Hegarty (BBH) in 1982 and its rise to global renown with offices in London, New York, Singapore, Shanghai, Mumbai, and Sao Paulo.

Hegarty on Creativity: There Are No Rules

Hegarty on Creativity: There Are No Rules

  • Author: John Hegarty
  • Publisher: Thames & Hudson
  • ISBN: 0500771936
  • Category: Business & Economics
  • Page: 128
  • View: 6588
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A look into what lies behind creativity from one of the advertising industry's leading players Creativity isn’t an occupation; it’s a preoccupation. It is challenge for everyone in the modern world—from business and advertising to education and beyond. Here, the world-famous advertising creative John Hegarty offers a pocket bible of creative thinking, aimed at provoking, challenging, and inspiring greater heights of innovation. From Renaissance art to rock ‘n’ roll, Hegarty takes a wide-angle view of creativity as he sets out to demystify the many ups-and-downs that can arise during the creative process. Paralyzed by the blank page? Daunted by cynics in the workplace? Money leading you astray? Hegarty combines personal experience and anecdotes along with clear, pragmatic, and good-humored insight into tackling all creative challenges head on. Over fifty entries, including “Good is the Enemy of Great,” “Respect Don’t Revere,” “Get Angry,” and “Bad Weather” relay useful and generous advice on how best to improve, sustain, and nurture creativity in any profession. Accompanied by copious irreverent line drawings from Hegarty’s own sketchpad, Hegarty on Creativity is concise, accessible, and richly rewarding.

The Persuasion Industries

The Persuasion Industries

The Making of Modern Britain

  • Author: Steven McKevitt
  • Publisher: Oxford University Press
  • ISBN: 0192554786
  • Category: Business & Economics
  • Page: 320
  • View: 3512
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At the end of the twentieth century, Britain was a consumer society. Commerce, intoxicating and addictive, had almost entirely colonized modern life. People were immersed in, and ultimately defined by, promotional culture. The things they consumed had overtaken class, religion, geography, or occupation as the primary form of self-identity and self-expression. For much of the twentieth century all forms of brand communication- from political campaigning to product advertising- were based on the theory of rational appeals to rational consumers. There was only one problem with this theory: it was wrong. The Persuasion Industries: The Making of Modern Britain examines develops in marketing, advertising, public relations, and branding. It explores the role they played in the emergence of the consumer society. New ideas from fields of behavioural psychology and economics, together with internal developments such as planning, positioning, and corporate branding allowed persuasion to become the driving force within many commercial enterprises. Together these changes led to the emergence of an alternative emotional model of brand communication. A simple idea that proved so compelling it changed the world we live in.

Advertising Menswear

Advertising Menswear

Masculinity and Fashion in the British Media since 1945

  • Author: Paul Jobling
  • Publisher: A&C Black
  • ISBN: 1472558103
  • Category: History
  • Page: 256
  • View: 6509
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Choice Outstanding Academic Title 2014 In what was a golden age of British advertising, the notion of the 'peacock male' was a strong theme in fashion promotion, reflecting a new affluence and the emergence of stylish youth cultures. Based on a detailed study of rich archival material, this pioneering study examines the production, circulation and consumption of print, television and cinema publicity for men's clothing in Britain during the second half of the twentieth century. The study explores design issues and period style in advertising, the role of market research and consumer psychology in determining target audiences, the idea of the 'new man' in representing fashionable masculinities, and the various ways that menswear retailers and brands dealt with sex and gender, race, class and age. From y-fronts to Austin Reed suits to Levi's jeans, menswear advertising epitomised the themes, stereotypes, contradictions and ambiguities of masculinity in an age of great social change. This meticulously researched and detailed work of scholarship will be essential reading for students and scholars of fashion, history, sociology, advertising, media, cultural and gender studies.

Advanced Business

Advanced Business

  • Author: David Needham,Robert Dransfield
  • Publisher: Heinemann
  • ISBN: 9780435453169
  • Category: Business
  • Page: 674
  • View: 9334
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Everything you need to cover the compulsory units of the AVCE specification can be found in the student-friendly textbook. The Tutor's Resource File contains all the extra materials, ideas and support to get the very best from your students.

Advertising

Advertising

  • Author: Tony Yeshin
  • Publisher: Cengage Learning EMEA
  • ISBN: 9781844801602
  • Category: Business & Economics
  • Page: 465
  • View: 5339
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Advertising is a comprehensive and highly accessible textbook, providing both an understanding of the application of the principles of advertising from a practitioner perspective, as well as a sound academic underpinning, and illustrated with examples of contemporary practice. This text is suitable for undergraduate students of Marketing, in particular Advertising and Marketing Communications and postgraduate students on marketing-led Masters. Tony Yeshin has a background that successfully combines professional practice and academe. Following several years in the advertising profession with both large international agencies as well as smaller operations, his client experience is wide-ranging. During his career he handled an extensive variety of Client companies from Procter & Gamble and Texaco to Jaffa, Royal Caribbean Cruise Lines and General Foods. His experience ranges across F.M.C.G. to Leisure and Tourism, as well as non-profit organisations. For the past 11 years he has been a Senior Lecturer in Marketing at the University of Greenwich, where he has been responsible for the development of programmes both at undergraduate and post-graduate levels within the field of Marketing Communications.

Motivating Beyond Money

Motivating Beyond Money

  • Author: Rus Slater
  • Publisher: Andrews UK Limited
  • ISBN: 1781660182
  • Category: Business & Economics
  • Page: 27
  • View: 5873
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Based on real research with real people this guide helps you to find ways to keep your good people motivated without just paying them more money. Practical ideas to help managers and small business owners.

Creativity and Advertising

Creativity and Advertising

Affect, Events and Process

  • Author: Andrew McStay
  • Publisher: Routledge
  • ISBN: 1135045305
  • Category: Social Science
  • Page: 192
  • View: 5085
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Creativity and Advertising develops novel ways to theorise advertising and creativity. Arguing that combinatory accounts of advertising based on representation, textualism and reductionism are of limited value, Andrew McStay suggests that advertising and creativity are better recognised in terms of the ‘event’. Drawing on a diverse set of philosophical influences including Scotus, Spinoza, Vico, Kant, Schiller, James, Dewey, Schopenhauer, Whitehead, Bataille, Heidegger and Deleuze, the book posits a sensational, process-based, transgressive, lived and embodied approach to thinking about media, aesthetics, creativity and our interaction with advertising. Elaborating an affective account of creativity, McStay assesses creative advertising from Coke, Evian, Google, Sony, Uniqlo and Volkswagen among others, and articulates the ways in which award-winning creative advertising may increasingly be read in terms of co-production, playfulness, ecological conceptions of media, improvisation, and immersion in fields and processes of corporeal affect. Philosophically wide-ranging yet grounded in robust understanding of industry practices, the book will also be of use to scholars with an interest in aesthetics, art, design, media, performance, philosophy and those with a general interest in creativity. Andrew McStay lectures at Bangor University and is author of Digital Advertising, and The Mood of Information: A Critique of Online Behavioural Advertising and Deconstructing Privacy, the latter forthcoming in 2014.

Cultures of Consumption

Cultures of Consumption

  • Author: Frank Mort
  • Publisher: Routledge
  • ISBN: 1135079994
  • Category: Art
  • Page: 288
  • View: 3216
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First Published in 1996. Routledge is an imprint of Taylor & Francis, an informa company.