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Hey, Whipple, Squeeze This: A Guide to Creating Great Ads, Second Edition (平装)
by Luke Sullivan
| Category:
Advertising, Sales & marketing |
| Market price: ¥ 198.00
MSL price:
¥ 178.00
[ Shop incentives ]
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| Stock:
Pre-order item, lead time 3-7 weeks upon payment [ COD term does not apply to pre-order items ] |
MSL rating:
 Good for Gifts |
| MSL Pointer Review:
A book by creatives, for creatives - clearly fascinatingly relevant material for anyone in the advertising business. |
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AllReviews |
1 Total 1 pages 8 items |
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A reader (MSL quote), USA
<2007-06-27 00:00>
I'm a creative director at an ad agency. Occasionally some lucky/unlucky newbie actually gets me on the phone. You would be surprised at how many folks who claim to want a job in advertising want a mini-course in advertising from me. Nopers Bucko, my hours are billable - show me you're serious first. Read these books, call me back. Then I'll hug you to my bosom and rock you like Oprah/David Ogilvy. No really, I will.
I tell them that the first thing I'm going to do is save them some cash. This book is the ONLY book about creativity that an ad creative needs. Don't be fooled by the books with a wacky dude with a lightbulb over his head promising to jumpstart your creativity. Life jumpstarts your creativity. If you have any actual talent at all, you just need to learn how to pound all of that stuff into a good ad.
This book is from one of the living greats of this business and he gives you the best description of advertising life.
There are about five other books that constitute a full course meal of basic ad know-how, but you're going to have to wait for my So You Wanna Guide for that. Unless you are one of the lucky/unlucky souls that gets me on the phone. |
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Connie (MSL quote), USA
<2007-06-27 00:00>
This is an extremely entertaining read from an obviously brilliant creative writer. I actually laughed out loud many times! I think one reason I found this book so enjoyable is that it is written with such a common-sense approach to advertising. It's so easy to follow his line of thinking, even for a novice, and yet has so much to offer even a seasoned professional. What a master of speaking to a broad audience!
I am an Art Director, so I greatly appreciated Sullivan's sensitivity to our particular problems. I was especially amused by the section about clients who always want their logo to be bigger, bigger, even bigger than the page on which it is printed. I'm so relieved to know it's not just me this is happening to.
In short, this is an amazing read: quick and easy, yet so full of knowledge and insight. I finished it about a week ago and I definitely plan to re-read it as soon as my husband gets done with it.
I can't recommend it highly enough! |
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A reader (MSL quote), USA
<2007-06-27 00:00>
This is one of the most enthusiastic, easy to read books on advertising I've seen. I wish I'd had it when I was starting out as a Jr. Copywriter 10 years ago. Sullivan strikes me very much as a creative purist so you have to take that into account as you read. (Because whether you hate Whipple or not, he sold a lot of toilet paper!) Nonetheless, this book is perfect for the junior writer or artist who needs to learn the business and the creative process. Extra perfect for the suits that routinely strangle our admittedly brilliant ideas. The ad examples are actually current and relevant. I'm only about half way through the book and I can hardly wait to pass it around the office. |
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Rob (MSL quote), USA
<2007-06-27 00:00>
I'm a Creative Director, and every time a hopeful young writer or art director comes in to see me, I make them promise me they'll buy this book, read it cover-to-cover, and then pick it up every now and then and flip through it again. Sullivan is one of the best, and his book is a witty and wonderful read, with important lessons on every page. Quit reading reviews and start reading the book. |
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A reader (MSL quote), USA
<2007-06-27 00:00>
Luke Sullivan defines the Modern successful white, general market adman. To wit, this book is a guideline to survive that club - and succeed within it. As a 12 year industry veteren and having met the man I recommend the book to any one who wants to enter the business on the HIGHEST level. If you are a black person, however, be wary that some of this book may seem idealised. |
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A reader (MSL quote), USA
<2007-06-27 00:00>
So about two weeks ago I started an internship at one of the largest advertising companies in the world. I considered myself very lucky because I hadn't even had a class in advertising. On my first day, two of the other interns recommended this book to me. They individually attend two top advertising schools in the country and were both highly recommended this book by their professors, calling it the Bible of Advertising, The Book of Luke. I figured it might give me a better clue so I didn't look like a total idiot at my new position so I picked it up.
Amazing! I can't believe how right they were. It gave me such a better understanding of what I should be doing and in such a humorous way that it didn't feel like I was reading a textbook, it felt like I was having a casual conversation with a hilarious, experienced professional. Quick read.
I highly recommend this book, it gives you the facts straight out in a way that's not only educational but extremely entertaining. If you're looking for a book to get insight into this exciting world, get this one and then if you don't like it, check out one of the million books he recommends at the end of the book. |
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A reader (MSL quote), USA
<2007-06-27 00:00>
I was looking for jobs at an advertising agency without much knowledge on how or what I was even looking for. I thought it would be good experience before I went to grad school for journalism. One owner nicely emailed me back suggesting I read Hew Whipple or Ogilvy's On Advertising if I was serious about the business. So I bought Luke Sullivan's book for kicks and it has changed everything.
I've decided what I want to try to do with my life now. I am prone to my epiphanies, but the way Luke Sullivan describes the advertising world as a creative, fun, challenging and rewarding world was too inspiring for me to brush aside. I've decided I want to go to advertising school and build up a portfolio so that I can become a copywriter. If you are interested at all in advertising, as a career or have simple curiousity about the way the business works outside and in, read this book. It's accessible, intellectual and slightly vulgar all at the same time. I'm glad I read it. |
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Vivian (MSL quote), USA
<2007-06-27 00:00>
With a book written by an award-winning advertising writer, there is never a dull moment in the reading experience. At times I found myself chuckling out loud at what Luke Sullivan had to say. He makes sure to address different aspects of the advertising industry from television and radio to print and billboards. Sullivan provides a realistic view of the advertising industry by including both the positive points of advertising and the negative aspects of the industry. Sullivan provides many examples that clearly illustrate his points. The information is extremely useful and easily understandable. The book reads smoothly and I found myself breezing through the chapters. I highly recommend this book to anyone interested in marketing, advertising or anyone who simply wants to know the process of making commercials. |
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1 Total 1 pages 8 items |
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