UID:
edocfu_9961557149802883
Format:
1 online resource (402 p.)
Edition:
4th ed.
ISBN:
1-118-23718-8
,
1-280-58955-8
,
9786613619389
,
1-118-22383-7
Content:
"The classic (and irreverent) bestselling guide to creating great advertisingHey Whipple, Squeeze This has inspired a generation of ad students, copywriters, and young creatives to make their mark in the industry. But students need new guidance to ply their craft now in the digital world. This new fourth edition explains how to bring brand stories into interactive, dynamic places online, in addition to traditional television, radio, print, and outdoor ads.Creativity is still king, but this new edition contains: Important new chapters and updates that bring Whipple into the new digital world New content and examples for how to use social media and other emerging platforms Illustrate what's changing in the new world of advertising--and what isn't Hey Whipple, Squeeze This! will help sharpen your writing chops, unleash your creativity, and help raise the level of your work from hack to master craftsman"--
Note:
Description based upon print version of record.
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Intro -- Hey, Whipple, Squeeze This: The Classic Guide to Creating Great Ads -- Copyright -- Contents -- Foreword -- Preface -- Chapter 1: Salesmen Don't Have to Wear Plaid: Selling without selling out -- The 1950s: When Even X-Acto Blades Were Dull -- What?! We Don't Have to Suck?! -- The Empire Strikes Back -- Portrait of the Artist as a Young Hack -- Chapter 2: A Sharp Pencil Works Best: Some thoughts on getting started -- Why Nobody Ever Chooses Brand X -- Staring at Your Partner's Shoes -- Why the Creative Process is Exactly like washing a Pig -- The Sudden Cessation of Stupidity -- It's all about the Benjamins -- Brand = Adjective -- Simple = Good -- Before you Put Pen to Paper -- Start by examining the current positioning of your product -- Get to know your client's business as well as you can -- On the other hand, there's value in staying stupid -- Get to know the client's customers as well as you can -- Ask to see the entire file of the client's previous work -- Make sure what you have to say matters -- Insist on a tight strategy -- The final strategy should be simple -- Question the brief -- Testing strategy is better than testing executions -- Listen to customers talk -- Scan the places where your work will appear -- Read the awards books -- study the sites -- Look at the competitors' advertising -- Chapter 3: A Clean Sheet of Paper: Coming up with an idea-the broad strokes -- Saying the Right thing the Right Way -- Remember, you have two problems to solve: the client's and yours -- Find the central human truth about your product -- Tell the truth and run. -- Identify and leverage the central conflicts within your client's company or category -- A Few Words on Authenticity -- Try the competitor's product -- Pose the problem as a question -- Don't be afraid to ask dumb questions.
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Ask yourself what would make you want to buy the product -- Dramatize the benefit -- Avoid style -- focus on substance -- Find a villain -- Make the claim in your ad something that is incontestable -- Try some of these "strategy starters" and see if ideas start to form -- Get Something, Anything, on Paper -- First, say it straight. Then say it great -- Restate the strategy and put some spin on it -- Put the pill inside the baloney, not next to it -- What's the mood you want your reader or viewer to feel? -- Stare at a picture that has the emotion of the ad you want to do -- Let your subconscious mind do it -- Try writing down words from the product's category -- Embrace the suck. -- Allow yourself to come up with terrible ideas -- Allow your partner to come up with terrible ideas -- Share your ideas with your partner, even the kinda dumb half-formed ones -- Spend some time away from your partner, thinking on your own -- Come up with a lot of ideas. Cover the wall -- Quick sketches of your ideas are all you need during the creative process -- Tack the best ideas on the wall -- Write. Don't talk. Write -- Write hot. Edit cold -- Once you get on a streak, ride it -- Feed a baby idea lots of milk and burp it regularly -- Does a medium lend itself to your message? -- Does the technology lend itself to your message? -- If it makes you laugh out loud, make it work. Somehow -- Try something naughty. Or provocative -- Try doing something counterintuitive with a medium -- If you have to do an ad, does it have to be a flat page? -- Try not to look like, or act like, or sound like, or be like an ad -- Do I have to Draw you a Picture? -- Do I want to write a letter or send a postcard? -- See what it looks like to solve it entirely with the visual -- Coax an interesting visual out of your product -- Get the visual clichés out of your system right away.
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Show, don't tell -- Saying isn't the same as being -- The Reverse Side also has a Reverse Side. -- When everybody else is zigging, you should zag -- Consider the opposite of your product -- Avoid the formula of saying one thing and showing another -- Move back and forth between wide-open, blue-sky thinking and critical analysis -- Make sure you don't get stuck always doing the ol' exaggeration thing -- Interpret the problem using different mental processes -- Put on different thinking caps -- Whenever you can, go for an absolute -- Metaphors must've been invented for advertising -- Wit invites participation. -- The wisdom of knock-knock jokes -- Don't set out to be funny. Set out to be interesting -- Simple = Good, Part II -- Simplicity, simplicity, simplicity! -- Simple is hard to miss -- Simple is bigger -- Simple is easier to remember -- Simple breaks through advertising clutter -- Keep paring away until you have the essence of your ad -- A Few words about Outdoor. (Three would be Ideal, Actually.) -- Billboards, banner ads, posters, 15-second TV-they all force you to be simple -- Outdoor is a great place to get outrageous -- Your outdoor must delight people -- A Few Things Before we break for Lunch -- Two questions to help you gauge the size of an idea -- Learn to recognize big ideas when you have them -- Big ideas transcend strategy -- Don't keep runnin' after you catch the bus -- Chapter 4: Write When You Get Work: Completing an idea-some finer touches -- Whatever You're Making, Make it way Better than it has to be Made -- 95 Percent of all Advertising is Poorly Written. Don't add to the Pile -- Before you write anything, write the brand manifesto -- Get puns out of your system right away -- Don't just start writing headlines willy-nilly. Break it down. Do willy first. Then move on to nilly -- If the idea needs a headline, write 100.
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Save the operative part of the headline for the very end -- Never use fake names in a headline. (Or copy. Or anywhere else for that matter.) -- Don't let the headline flex any muscles when the visual is doing the heavy lifting -- When it's just a headline, it'd better be a pretty good headline -- Certain headlines are currently checked out. You may use them when they are returned -- Don't use a model number in the headline -- Writing Body Copy -- Writing well, rule #1: write well -- Write like you'd talk if you were the brand -- At the same time, remember to write like you talk -- Pretend you're writing a letter -- Before you start writing copy, have the basic structure of your argument in mind -- Don't have what they call a pre-ramble in your body copy -- Your body copy should reflect the overall concept of the idea -- Five rules for effective speechwriting from Winston Churchill -- It's not fair to inflict your own style on a strategy. -- Eschew obfuscation -- Provide detail -- Once you lay your sentences down, spackle between the joints -- Break your copy into as many short paragraphs as you can -- When you're done writing the copy, read it aloud -- When you're done writing your body copy, go back and cut it by a third -- Proofread your own work -- If you have to have one, make your tagline an anthem -- A Few Notes on Design and one on Thinning the Herd -- Something has to dominate the ad -- Avoid trends in execution -- Develop a look no one else has -- Be objective -- Kill off the weak sister -- Always, always show babies or puppies -- What to do if You're Stuck -- First of all, being stuck is a good sign. Seriously -- If you're stuck, relax -- Leave the room and go work somewhere else -- Get off the stinkin' computer -- Ignore the little voice that says, "I'm just a hack on crack from Hackensack. -- Go to the store where they sell the stuff.
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Ask your creative director for help -- Get more product information -- Go into it knowing-knowing-there's a chance you could fail -- Read an old Far Side collection by Gary Larson -- Go to a bookstore and page through books on your subject -- Sometimes it's good to work on three projects at once -- Don't burn up too much energy trying to make something work -- Be patient -- Learn to enjoy the process. Not just the finished piece -- Remember, you aren't saving lives -- Insanity, Office Politics, and Award Shows -- Identify your most productive working hours and use them for nothing but idea generation -- Quit wasting time reading e-mails and Facebook, wandering around the office, or coming in late -- Be orderly in your normal life so you can be violent and original in your work. -- Temper your Irish with German. -- Don't drink or do drugs -- Keep your eye on the ball, not on the players -- You are a member of a team -- You are not genetically superior to account executives -- Come to think of it, you're not genetically superior to anybody. Save the trash talk for basketball -- Stay in touch with the real world -- On the value of awards shows -- Chapter 5: Concepting for the Hive Mind: Creativity in analog and digital -- Brave New Marketing -- It's less about messaging and more about content -- It's less about ads and more about experiences -- It's less about talking to and more about talking with -- It's less about asking customers to listen and more about inviting them to talk -- It's less about trying to make people want stuff and more about making stuff people want -- The New Creative Person is T-Shaped -- Content is King -- What the New Ideas look like, Besides Cool -- The new ideas might not be "ads as we know them. -- The new ideas come from culture, not commerce -- The new ideas improve people's lives.
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The new ideas are shareable and participatory.
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English
Additional Edition:
ISBN 1-118-10133-2
Language:
English
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