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"If you crave insight into the wacky, zany, madcap--albeit very serious--business of advertising, this is a great place to begin."--Miami Herald~A witty and frank look at the ad biz from one of its most respected voices~Advertising has become an endless stream of clichés, cheesy productions, miscast celebrities, and gratuitous sex--and take-no-prisoners Advertising Age columnist Bob Garfield has had enough.~In the often hilarious, always dead-on And Now a Few Words from Me, Garfield looks at the best and the worst in today's advertising as he tells advertising pros that it's time to swallow their own egos, return clients' rights to the forefront, and--once and for all--eliminate bad advertising from the face of the earth.

作者简介：

Bob Garfied,is a columnist,critic,essayist,pundit,and broadcast personality.His high-profile weekly“Ad Review”columnm in Advertising Age singles out individual ads for praise or scorn,making him perhaps the most feared figure in the world of marketing.Garfield-who also cohosts NPR's“On the Medis”-has been a columnist for USA Today,contributing editor for The Washington Post Magaxine,and contributor to The New York Times,Playboy,Sports Illustrated,and many other publications.

Bob Garfied,is a columnist,critic,essayist,pundit,and broadcast personality.His high-profile weekly“Ad Review”columnm in Advertising Age singles out individual ads for praise or scorn,making him perhaps the most feared figure in the world of marketing.Garfield-who also cohosts NPR's“On the Medis”-has been a columnist for USA Today,contributing editor for The Washington Post Magaxine,and contributor to The New York Times,Playboy,Sports Illustrated,and many other publications.

INTRODUCTION The Ten Commandments of Advertising,Brought to You by God

CHAPTER 1 Rules Are Made to Be Observed

CHAPTER 2 Original Sin

CHAPTER 3 Apropos of Something

CHAPTER 4 Exercise Regularly and Try Cutting Back on the Sex

CHAPTER 5 Ogilvy Was Wrong

CHAPTER 6 Be My Guest

CHAPTER 7 Are You Doomed?Take This Simple Quix!

CHAPTER 8 Hold the Sleaze,Please

CHAPTER 9 Bless Me,Garfield ,For I Have Screwed UpBig Time

CHAPTER 10 Go Forth and Advertise

Afterword

Index

.

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书籍介绍

Advertising's most influential critic discusses what is wrong with today's ads - and how to make it right. For almost two decades, Bob Garfield's "Ad Review" column in "Advertising Age" has been a weekly must-read in the marketing world. Garfield's sharp, witty observations have buoyed - and buried - thousands of campaigns. In "And Now a Few Words from Me", Garfield looks at today's advertising and decries the emperor's lack of clothing. Why has "breaking the rules" become such a virtue? What are the ten commandments of advertising that are virtually guaranteed to work - and almost universally ignored? Garfield asks the tough questions and provides piercing - and always dead-on accurate - answers.Lost in today's endless stream of fast-cut production and shock for shock's sake is the idea that advertising, at its essence, is about nothing more complex than communicating a convincing selling idea to a prospective customer. "And Now a Few Words from Me" reminds us that sound and fury alone have always - and will always - signified nothing. Using the uncompromising approach that has become his trademark, Bob Garfield calls for a return to the rules and discipline that make great advertising great.'Each year at least three hundred thousand ads are produced - maybe it's three million - and a shocking percentage of them violate the rules, too, under the pitiful, misguided belief that such is the road to Greatness. But that is not the road to Greatness. It is the road to Extreme Suckiness...' - From Chapter 1. Bob Garfield, the voice behind "Advertising Age's" widely-read column "Ad Review," is today's most respected advertising critic. And right now Garfield is angry at how off-target - and just plain awful - an increasing percentage of ads that cross his desk have become. As Garfield himself writes, "No wonder I drink." "And Now a Few Words from Me" is Garfield's call-to-arms. Sparing no sacred cows, he rails against the mindset that has reduced much of today's advertising to sophomoric silliness that doesn't bother to sell the productor even further the client's strategy.Wielding his pen like a flaming broadsword, Garfield writes: 'Consistency of ethical principles has never been the advertising industry's strongest suit'; 'Agencies themselves struggle with an inherent conflict of interest, because the kind of advertising that best serves the client doesn't necessarily win awards'; and, 'My goal here isn't to leave you a bit infuriated. My goal is to enumerate transgressions so extravagant and insane that you actually bleed through the ears.'Amid his take-no-prisoners observations on the transgressions of advertising, Garfield also provides examples of - and lays out rules for - good advertising. Rules that, while seemingly common sense, are too often forgotten between the initial "brainstorm" and the final reel. Rules that apply "from TV to print to Internet to bas-relief molded in the sea-coastal sand." Rules that, if enforced, would compel advertising practitioners to swallow their bloated egos, return clients' rights to the forefront, and - once and for all - eliminate bad advertising from the face of the earth. "And Now a Few Words from Me" shines a blinding searchlight on what is wrong with today's advertising. Fast, funny, and vintage Garfield, it names names, deflates balloons, and provides a few simple-to-follow rules to get advertising back on track.