Keeping advertising burning

Marco Lombardi

Keeping advertising burning

Ideas and techniques to flame logic into magic

Keeping Advertising Burning is a great occasion to rediscover the extraordinary and eternal modernity of advertising’s language, also through the masters’ legacy. It’s a manual full of epiphanies, to regain a solid and shared culture of communication planning, and of creative tools and methods, useful in the evolving digital scenario. This volume aims to provide a practical support to students as well as specialised professionals in every field of the construction of communication: copywriter, art director, content designer and whoever may be involved in the development of advertising contents.

Printed Edition

27.00

Pages: 236

ISBN: 9788835119920

Edition: 1a edizione 2022

Publisher code: 244.69

Availability: Buona

"Has the Digital Revolution really disrupted every language, cutting the tie with the methods and approaches established in advertising's Golden Age, or has something perhaps been lost in the transition from analogue to digital?
Browsing through the pages of this volume, we will maybe feel a bit like explorers hunting for mysterious lost treasures: we'll go back to the origins of Real Time Marketing through the immortal print ads by Bill Bernbach, we'll be fascinated by the sophisticated, seductive and unbeaten storytelling of David Ogilvy and we will be surprised to find all the sassy quality of a meme in Tom McElligott's sharp and charming copy.
Keeping Advertising Burning is a great occasion to rediscover the extraordinary and eternal modernity of advertising's language, also through the masters' legacy. It's a manual full of epiphanies, discoveries, revelations, to regain a solid and shared culture of communication planning, of a set of reliable and fundamental knowledge, and of creative tools and methods with proven efficacy, useful and valuable also and above all in the evolving and sometimes confusing digital scenario, that seems to deliver copywriters and art directors to obsolescence, after each technological innovation. Let us therefore continue to keep the flame of advertising burning, to recover certainties that may guide the creative planner in any time and context, like a polar star guides the mariner's route. Because it's exactly in long and frightening stormy nights that one must resort to ideas and techniques to translate logic into magic.
Keeping Advertising Burning was conceived with the goal of giving a solid and practical support to students as well as specialised professionals in every field of the construction of communication: copywriter, art director, content designer and whoever may be involved in the development of advertising contents." (Diego Fontana - creative director)

Marco Lombardi, Former president of the Y&R (WPP) agency, is a teacher of Creativity at the International University of Languages and Media (IULM, Milan).

Thanks
Preface: Confessions of a nerdwriter. Why the digital transformation should be standing on the shoulders of advertising by Paolo Guglielmoni
Introduction: yesterday for tomorrow
The times they are a-changin'
Brand's new story telling; Engaging the new world; Advertising agencies' evolution; Teamwork)
Anatomy of the advertising body
(Cultural industries and individuals; Processing of advertising; Learning the brand story telling; Brands are people too)
Seven steps to magic
(Starting line; First step: marketing's objectives; Second step: situation analysis; Third step: establishing the target; Fourth step: desired action; Fifth step: advertising's objectives; Sixth step: brand positioning; Seventh step: creative strategy; Evaluation of advertising)
How a campaign is born
(Survival laws; Strategic conditions; Talent and idea; The creative environment; The search for an idea; The path to an idea)
Creative styles
(Claude C. Hopkins (1867-1932); Theodore MacManus (1872-1940); Rosser Reeves (1919-1984); David Ogilvy (1911-1999); Leo Burnett (1891-1971); William Bernbach (1911-1982); Howard Gossage (1917-1969); Jacques Séguéla (1934); The British Revolution; New York's Off-creativity; McElliggott (1943) and the Minneapolis school; Armando Testa (1917-1992); Emanuele Pirella (1940-2010); Learning from the masters)
Creating messages
(Warnings; Two approaches; Mutually respectful integration; Creating the "wrong" ad)
More help from the past: rhetoric
(Mind opening toolkit; Ambiguity, stereotypes; Figures: tropoi)
Bibliography
About the author.

Translated by: Alberta Martino

Serie: La cultura della comunicazione

Subjects: Business Communication and Advertising - New Marketing, Web Marketing - Advertising.

Level: Textbooks - Books for Professionals

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