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And Now a Few Words From Me : Advertising's Leading Critic Lays Down the Law, Once and For All

Format Post in Marketing BY Bob Garfield

0071403167 Shared By Guest

And Now a Few Words From Me : Advertising's Leading Critic Lays Down the Law, Once and For All Bob Garfield is available to download

And Now a Few Words From Me : Advertising's Leading Critic Lays Down the Law, Once and For All
Bob Garfield
Type: eBook
Released: 2003
Publisher: McGraw-Hill
Page Count: 256
Format: pdf
Language: English
ISBN-10: 0071403167
ISBN-13: 9780071403160
From Publishers Weekly As the advertising industry's Dave Barry, Garfield has written the influential ad criticism column "AdReview" for Ad Age for 17 years and is cohost of NPR's On the Media.And Now a Few ... Textbook His first book, aimed at advertising pros, is a brazenly funny take on the industry practices that Garfield loves to hate. "Most advertising is unnecessarily terrible," he writes, proceeding to enumerate the reasons why: a misguided emphasis on rule breaking and originality; misuse of sex, celebrities, humor, special effects and profundity; lack of contact with consumers; and sheer bad taste and immorality. Garfield supports his claims with passionate attacks on specific ads. Calvin Klein turns out "thinly disguised kiddie porn," while McDonald's "we love to see you smile" campaign is "preposterously false." The criticism, however, isn't always consistent. Garfield occasionally knocks highly successful ads, e.g., CK's famous Brooke Shields jean ads. Furthermore, he praises campaigns that violate his own prohibitions. Garfield's apparent ego (he less-than-wittily compares himself to God and declares, "[W]ith well in excess of a thousand ads subjected to my pitiless scrutiny, I've really blown the call only eleven or twelve times") can also wear thin. Oddly, the critic loosens his choke hold on the industry in the final chapter, ineffectually defending it against other critics and halfheartedly attempting to restore the pride of the very audience he has been so busy mocking. Despite the weak finish, though, Garfield offers a mostly humorous and hard-hitting book.Copyright 2003 Reed Business Information, Inc. "...a must read for all young people who want to get into advertising..." -- Jerry Della Femina, author of From Those Wonderful Folks Who Gave You Pearl Harbor "Do people in advertising realize how lucky they are to have a critic so clear-eyed and sensible...?" -- Kurt Andersen, author of Turn of the Century "Garfield...has the guts to tell it like it is." -- Sergio Zyman, author of The End of Advertising as We Know It "No one knows the ad biz...better than Bob Garfield. This book offers sorely needed advice." -- Jack Trout, author of Differentiate or Die

And Now a Few Words From Me : Advertising's Leading Critic Lays Down the Law, Once and For All

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