And Now a Few Words From Me

图书标准信息

• 作者 Bob Garfield 著
• 出版社 Mcgraw-Hill
• 出版时间 2004-07
• 版次 1
• ISBN 9780071441223
• 定价 251.50元
• 装帧 平装
• 开本 其他
• 纸张 其他
• 页数 204页
• 正文语种 英语

【内容简介】

"Abrazenlyfunny...andhard-hittingbook."

—PublishersWeekly

"He[BobGarfield]isirreverent,funnyandtough."

—USAToday

"Ifyoucraveinsightintothewacky,zany,madcap—albeitveryserious—businessofadvertising,thisisagreatplacetobegin."

—MiamiHerald

AndNowaFewWordsfromMeisBobGarfield'scalltoarms.Sparingnosacredcows,therespectedAdvertisingAgecolumnistrailsagainstthemind-setthathasreducedmuchoftoday'sadvertisingtosophomoricsillinessthatdoesn'tbothertoselltheproductorevenfurthertheclient'sstrategy.Wieldinghispenlikeaflamingbroadsword,Garfieldwrites:

"Consistencyofethicalprincipleshasneverbeentheadvertisingindustry'sstrongestsuit."
"Agenciesthemselvesstrugglewithaninherentconflictofinterest,becausethekindofadvertisingthatbestservestheclientdoesn'tnecessarilywinawards."
"Mygoalhereisn'ttoleaveyouabitinfuriated.Mygoalistoenumeratetransgressionssoextravagantandinsanethatyouactuallybleedthroughtheears."

AndNowaFewWordsfromMeshinesablindingsearchlightonwhatiswrongwithtoday'sadvertising.Fast,funny,andvintageGarfield,itnamesnames,deflatesballoons,andprovidesafewsimple-to-followrulestogetadvertisingbackontrack.

【作者简介】

BobGarfield'shigh-profileweekly"AdReview"columninAdvertisingAgesinglesoutindividualadsforpraiseorscorn,makinghimperhapsthemostfearedfigureintheworldofadvertising.GarfieldisalsoanadvertisinganalystforABCNewsandcohostofNPR's"OntheMedia."

【目录】

Introduction:TheTenCommandmentsofAdvertising,BroughttoYoubyGodvii
Chapter1RulesAreMadetoBeObserved1
Chapter2OriginalSin19
Chapter3AproposofSomething35
Chapter4ExerciseRegularlyandTryCuttingBackontheSex61
Chapter5OgilvyWasWrong87
Chapter6BeMyGuest103
Chapter7AreYouDoomed?TakeThisSimpleQuiz!125
Chapter8HoldtheSleaze,Please143
Chapter9BlessMe,Garfield,ForIHaveScrewedUpBigTime165
Chapter10GoForthandAdvertise185
Afterword197
Index201