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Hey, Whipple, Squeeze This: A Guide to Creating Great Ads / Edition 2

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Overview

In this second edition of the irreverent, celebrated Hey Whipple, Squeeze This, master copywriter Luke Sullivan looks at the history of advertising, from the good to the bad to the ugly. Updated to include two extended final chapters with in-depth prescriptions for building a career in advertising, this edition also features a real-world look at the day-to-day operations of today's ad agencies. Among the most disparaged campaigns in advertising history, the Mr. Whipple ads for Charmin toilet paper were also wildly successful. Sullivan explores the Whipple phenomenon, examining why bad ads sometimes work, why great ads sometimes fail, and how advertisers can learn to balance creative work with the mandate to sell products.
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Editorial Reviews

From the Publisher
"Overall, if you want to get into doing banner ads, this book makes a great read…I feel like a better ad designer now that I’ve read it!" (TamsPalm blog, September 2006)
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Product Details

  • ISBN-13: 9780471281399
  • Publisher: Wiley, John & Sons, Incorporated
  • Publication date: 4/4/2003
  • Series: Adweek Magazine Series , #7
  • Edition description: REV
  • Edition number: 2
  • Pages: 304
  • Product dimensions: 6.10 (w) x 9.01 (h) x 0.86 (d)

Meet the Author

LUKE SULLIVAN is an award-winning copywriter with over twenty years in the business at some of the elite agencies in America—Fallon McElligott, The Martin Agency, and now GSD&M in Austin, Texas, where he is Group Creative Director. He has more than twenty medals to his credit in the prestigious One Show, the Oscars of the ad business.
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Table of Contents

Preface.

Chapter 1. Salesmen Don't Have to Wear Plaid: Selling without selling out.

Chapter 2. A Sharp Pencil Works Best: Some thoughts on getting started.

Chapter 3. A Clean Sheet of Paper: Making an ad—the broad strokes.

Chapter 4. Write When You Get Work: Making an ad—some finer touches.

Chapter 5. In the Future Everyone Will Be Famous for 30 Seconds: Some advice on making television commercials.

Chapter 6. Radio Is Hell, But It's a Dry Heat: Some advice on working in a tough medium.

Chapter 7. "Toto, I Have a Feeling We're Not in McCann-Erickson Anymore": Working out past the edge.

Chapter 8. Only the Good Die Young: The enemies of advertising.

Chapter 9. Pecked to Death by Ducks: Presenting and protecting your work.

Chapter 10. A Good Book or a Crowbar: Some thoughts on getting into the business.

Chapter 11. Making Shoes versus Making Shoe Commercials: Is this a great business or what?

Suggested Reading.

Bibliography.

Acknowledgments.

Notes.

Ad Credits.

Index.

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Customer Reviews

Average Rating 4.5
( 7 )
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Sort by: Showing all of 7 Customer Reviews
  • Posted December 7, 2011

    for VAEDU 397

    I just finished reading this book as a class assignment and it was one of the most enjoyable assignments I have ever had.

    The author speaks with such skill and ease. His anecdotes make each chapter a fun experience so that instead of it feeling like a textbook it's hard to put it down. I learned alot about maintaining a proffesional creativity mindset in the work place. He included many tips on how to be successful that applies to advertisers as well as artists. Some of these great lessons included, how to get rid of creative block, learning to work with what you have, and how to know if you are creating something that is truly original.

    I love this statement that he quoted from John Ward, "Advertising is a craft executed by people who aspire to be artists, but is assessed by those who aspire to be scientists. I cannot imagine any human relationship more perfectly designed to produce total mayhem."

    As an advertiser he understands how to successfully share his message. This book is the cumulative of an amazing creative advertiser and his humorous skill of communicating with his audience.

    Was this review helpful? Yes  No   Report this review
  • Anonymous

    Posted February 6, 2008

    must have

    necessary read

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  • Anonymous

    Posted January 1, 2005

    From The Preface On...

    This book is wonderful. If you're in the store, read nothing more than the preface. If you can get past the preface without a smile, then put it back down and go away. Otherwise, you'll be tucking it under your arm and heading up front to pay for it. The entire book is based on the premise shown in the preface. Sullivan let's fly on all that's good (tons of wonderful advertisng throughout) and all that is not so good. He even lets you know where he has fallen a time or two (Ok, make that three or four... or more) Great advice throughout. He's got just the right... 'cynicism' isn't the word... viewpoint that puts you in his place and lets you know what he's thinking of the entire industry. He backs up his thoughts with statments from many who have gone on before and many contemporaries as well. Get the book.

    Was this review helpful? Yes  No   Report this review
  • Anonymous

    Posted April 28, 2004

    Hat's off to this book...

    Amazing insight expressed briefly with an added hint of humour. A great book wither you're slaving over the ad production process or just needing to brush up in order to shine in the industry.

    Was this review helpful? Yes  No   Report this review
  • Anonymous

    Posted December 7, 2000

    'Converting Gas (or Bile) Into Creative Juices'

    A book that lives and breathes advertising! 'Death by a Thousand Cuts?' Absolutely! For what creative hasn't gone through such a demise - only to resurrect himself for more?!?! Absolutely funny! This book is a killer! An insightful book in honor of those who have dared cross the threshold.

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  • Anonymous

    Posted June 9, 2000

    Hey, People, Read This: Learn how to create a great ad.

    Funny, fast and easy read, and an excellent and an accurate overview of the wacky world of advertising. I wish he didn't make fun of us Account Executives... oh, nevermind. I'll just stop being an Account Executive! Gives great understanding what really goes into an ad and what can make or break an ad... and how to do it right from the start.

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  • Anonymous

    Posted February 13, 2000

    Rules of great Adverrtising

    This book is great for anyone looking to get more involved in the advertising world. I recommend to any students of the field. This works as a great jumping off point and it's a humerous light read as well.

    Was this review helpful? Yes  No   Report this review
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