"Translated from the German Kribbeln im Kopf by Mary Whittall"--T.p. verso.

"What makes an advertisement hard-hitting and memorable? Creative Advertising unravels the creative processes behind some of the most original and effective campaigns of recent years. Mario Pricken showcases over two hundred examples of international advertising from a wide range of media including magazines and billboards, television, cinema and the Internet. Clearly presented and extremely accessible, each chapter highlights different practical methods for creating original and unforgettable advertisements, from finding the elusive 'big idea' to re-working classic techniques. The selection covers award-winning work from some of the biggest and most influential names in the industry, such as J. Walter Thompson and Saatchi and Saatchi, alongside such exciting young agencies as London-based mother ltd. All brilliantly demonstrate a fascinating range of approaches including ways of visualizing concepts, the art of illusion and paradox, using metaphor and analogy, and deploying shock tactics and humour. Interviews with international luminaries of the advertising world provide invaluable insights into the working practices of top creatives." "Entertaining and inspirational, Creative Advertising is an indispensable book for all designers, art directors, copywriters, and students of advertising - in fact, for anyone who makes a living from good ideas and for whom creativity is the key qualification."--BOOK JACKET. Translated from the German.