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by Dominik Imseng

Download Think Small: The Story of the World's Greatest Ad fb2, epub

ISBN: 3033028527
Author: Dominik Imseng
Language: English
Publisher: Full Stop Press; 1st edition (September 13, 2011)
Pages: 160
Subcategory: No category
Rating: 4.8
Votes: 280
Size Fb2: 1217 kb
Size ePub: 1174 kb
Size Djvu: 1433 kb
Other formats: mbr azw lrf docx


Written by Swiss Creative, Dominik Imseng, it packs a lot of information into its 160 pages, including the little known fact that there were actually three versions of the iconic a.

Written by Swiss Creative, Dominik Imseng, it packs a lot of information into its 160 pages, including the little known fact that there were actually three versions of the iconic ad. But before the advertising there's a lot of good stuff about the car itself, including the fact that it was first used by the Nazi SS, then later in World War II by the "Desert Rat" Rommel before "Monty" kicked him out of North Africa. No wonder VW's are so popular here in Idaho, the Fourth Reich. Now first of all, is it truly the world's greatest ad? "Ad Age" famously declared it so in 1999 in their "Advertising Century" issue, and they should probably know.

The ad that started the Creative Revolution on Madison Avenue. In this first book on a single piece of advertising, copywriter and journalist Dominik Imseng dissects the ad considered the best of all time: "Think small" for the Volkswagen Beetle. Based on extensive interviews with creative legends Julian Koenig, Bob Levenson and George Lois, as well as with Carl Hahn, head of Volkswagen of America from 1959 to 1964.

In this first book on a single piece of advertising, copywriter and journalist Dominik Imseng dissects the ad considered the best of all time: Think small for the Volkswagen Beetle

In this first book on a single piece of advertising, copywriter and journalist Dominik Imseng dissects the ad considered the best of all time: Think small for the Volkswagen Beetle. To read this book, upload an EPUB or FB2 file to Bookmate.

A 1967 promotional book titled Think Small was distributed as a giveaway by Volkswagen . Ugly Is Only Skin-Deep: The Story of the Ads That Changed the World.

A 1967 promotional book titled Think Small was distributed as a giveaway by Volkswagen dealers. Charles Addams, Bill Hoest, Virgil Partch, Gahan Wilson and other top cartoonists of that decade drew cartoons showing Volkswagens, and these were published along with amusing automotive essays by such humorists as H. Allen Smith, Roger Price and Jean Shepherd. Imseng, . Think Small: The Story of the World's Greatest Ad, Full Stop Press, 2011. Hiott, . Thinking Small: The Long, Strange Trip of the Volkswagen Beetle Random House Publishing Group, 2012.

Dominik Imseng, author of Think Small: The story of the world’s greatest ad. It takes an unusual person to write a biography of the world’s greatest ad - and fortunately Dominik Imseng is that person. With a background in both journalism and advertising - including tours at Zurich McCann and Jung von Matt - Dominik writes regularly about advertising in his native Switzerland. So what’s a Swiss guy doing writing about an American ad? We asked him about that and the other challenges he faced dedicating an entire book to the story of Volkswagen’s Think Small ad. inspiration.

Dominik Imseng, Bruce Roberts. Based on extensive interviews with creative legends Julian Koenig, Bob Levenson, George Lois and Alex Bogusky, as well as with Carl Hahn, head of Volkswagen of America from 1959 to 1964. A fascinating story of how the Creative Revolution really started. Al Ries, co-author of "Positioning. The Battle for Your Mind" show more.

More books by Dominik Imseng. More books by Bruce Roberts. Your statutory rights are not affected. The Age of Emoji: Creating the.

Dominik Imseng has written a book that includes an in-depth history of the Think Small ad, including many interviews. Stephen Coles says: May 31st, 201512:45 pm.

One of the most iconic and popular ad campaigns of all time – the subject of a new book, Think Small: The Story of the World’s Greatest Ad. From a 1968 interview with designer Helmut Krone: Krone: The only thing different about was its application to cars-and that’s different enough. I took traditional layout A, which had always existed: 2/3 picture, 1/3 copy, three blocks with a headline in between. But I changed the picture. The picture was naked-looking, not full and lush. Dominik Imseng has written a book that includes an in-depth history of the Think Small ad, including many interviews.

The story of the world's greatest ad Full Stop Press, 2011

The story of the world's greatest ad Full Stop Press, 2011. ISBN 978-3-033-02852-4. National Library of Medicine, National Center for Biotechnology Information, .

Возможно, вас заинтересуют другие книги автора Dominik Imseng .

newУкажите жанры книги самостоятельно. Автор: Dominik Imseng.

BEFORE VOLKSWAGEN'S FALL FROM GRACE, IT WAS ONE OF THE MOST POWERFUL BRANDS IN THE WORLD. AND IT ALL STARTED WITH ONE AD.In this first book on a single piece of advertising, copywriter and journalist Dominik Imseng dissects the ad considered the best of all time: "Think small" for the Volkswagen Beetle.Based on extensive interviews with creative legends Julian Koenig, Bob Levenson and George Lois, as well as with Carl Hahn, head of Volkswagen of America from 1959 to 1964."A fascinating story of how the Creative Revolution really started." --Al Ries, co-author of "Positioning. The Battle for Your Mind""An up-close deconstruction of the cultural forces, events and creative talents that came together to produce advertising's version of the Mona Lisa." --Warren Berger, author of "Advertising Today," "Hoopla," "Glimmer" and "A More Beautiful Question""As a certified DDB fanatic, I can't believe how much I learned in Imseng's book." --Terry O'Reilly, host/co-author of "The Age of Persuasion" and "Under the Influence""Imseng's book turns fresh ground in advertising history, and on a truly historic campaign." --Luke Sullivan, author of "Hey Whipple, Squeeze This: A Guide to Creating Great Advertising""If you're in advertising you want to do good ads. And to do that, you'll need to know where and how it all started." --Dave Trott, author of "Creative Mischief" and "Predatory Thinking""Essential reading!" --Lürzer's Archive"A cracker!" --AdScam"This little book is BIG time great!" --George Lois

Comments:

Velellan
Think Small is an inside view of the iconic VW campaign created by DoyleDaneBernbach--setting the stage for one of the most significant creative revolutions in advertising. The campaign also launched DDB into the forefront of creative agencies. It's no exaggeration to say that one ad, in fact, did launch this revolution of minimal, counter-intuitive copy and simple, direct imagery, turning a perceived negative into a positive one. The format of this book is consistent with the story it describes. Recommended for anyone interested in the history of advertising.
Paster
By expressing just the right amount of interpretation, and a vast quantity of primary sources (some of them explicitly questioned by others), the author masterfully approaches this fantastic tale in such a simple way that honors the ad itself.
blac wolf
I get lots of books to review. To be honest, most of them I don't, because I am a really, really busy guy, and am in great demand... He said modestly. So, a quick scan determines if the book is of any interest to me and the readers of AdScam, or, they are complete rubbish, and an insult to my superior intelligence.
However, right now, I've just finished a cracker... "Think Small."
Yeah, you guessed it; this is about VW advertising... But it's actually a lot more than that. Firstly, it's a small book... Really small, (see the picture of the hand holding it) and it's not a book about VW advertising in general. It's a book about one VW ad in particular.
Written by Swiss Creative, Dominik Imseng, it packs a lot of information into its 160 pages, including the little known fact that there were actually three versions of the iconic ad. But before the advertising there's a lot of good stuff about the car itself, including the fact that it was first used by the Nazi SS, then later in World War II by the "Desert Rat" Rommel before "Monty" kicked him out of North Africa. No wonder VW's are so popular here in Idaho, the Fourth Reich.
There's also a lot of good stuff about the early days of DDB before they picked up the VW account - Which both David Ogilvy and Howard Gossage turned down - As usual, George Lois claims he came up with everything, including "Poisoned Gas," but as Dominik points out, George only worked on the VW Bus, not the car!
As expected, the agency/client relationship between DDB and VW was one that virtually doesn't exist these days: i.e. one of complete trust. And even though I already knew it, it was refreshing to read again that amongst Bill Bernbach's many dicta was his policy of never dumping an account in order to take on a bigger rival. Something else you won't see much of in most ad agencies these days.
There's a ton of information on Bill, Ned, George, Julien, Bob, Phyllis, Helmut and the others who made DDB what it was. You know, all those people today's young people in advertising have no idea about. But you will if you buy this book.
Just one black mark though. Rip out the last chapter and throw it away. It's called "The New Bernbach," and is an interview with Alex Bogusky. To paraphrase Lloyd Bentson... "I knew Bill Bernbach, and you sir, are no Bill Bernbach." Bill Bernbach would never have written a diet book whilst peddling burgers and pizza to kids.
Otherwise, "Think Small" is a great book about great advertising.
Doukree
It's a curious thing about advertising. We are in a communications business and yet when it comes to talking intelligently about what we do, we quickly devolve to either inarticulate sputtering about those ads we hate, or moony-eyed gasps and sighs about those we love.

Now Dominik Imseng, a Swiss copywriter and journalist (with a degree in philosophy) has written "Think Small: The Story of the World's Greatest Ad", a small (it measures 6¾" by 3½") yet thoroughly enjoyable exploration of the people, circumstances and challenges involved in the development of DDB's famous 1959 ad for Volkswagen.

Now first of all, is it truly the world's greatest ad? "Ad Age" famously declared it so in 1999 in their "Advertising Century" issue, and they should probably know. And it's certainly a staple of advertising classes and lectures the world over (I know, because I've given some of those lectures).

But whether its literally "the best" (whatever that really means) or merely the "most influential" (and with whom, and whether that's ultimately what determines "best" in advertising), it's certainly one of the most sputtered over and sighed about in the history of our business, and for that reason alone deserves the kind of dedicated treatment evident here.

Mr. Imseng begins by [to read the rest of this review, please visit: [...]]

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