(Ebook) Hey Whipple Squeeze This A Guide to Creating Great Advertising 3rd Edition by Luke Sullivan ISBN 9780470190739 0470190736

(Ebook) Hey Whipple Squeeze This A Guide to Creating Great Advertising 3rd Edition by Luke Sullivan ISBN 9780470190739 0470190736

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Product details:

ISBN 10: 0470190736
ISBN 13: 9780470190739
Author: Luke Sullivan

(Ebook) Hey Whipple Squeeze This A Guide to Creating Great Advertising 3rd Edition Table of contents:

Chapter 1: Salesmen Don’t Have to Wear Plaid
– The 1950s: When Even X-Acto Blades Were Dull
– “What?! We Don’t Have to Suck?!”
– The Empire Strikes Back
– Welcome to Advertising. Grab an Adjective
– Portrait of the Artist as a Young Hack

Chapter 2: A Sharp Pencil Works Best
– Why Nobody Ever Chooses Brand X
– Staring at Your Partner’s Shoes
– The Sudden Cessation of Stupidity
– “You Like Me. You Really Like Me.”
– Brand = Adjective
– Simple = Good
– Before You Put Pen to Paper

Chapter 3: A Clean Sheet of Paper
– Saying the Right Thing the Right Way
– Get Something, Anything, on Paper
– “Do I Have to Draw You a Picture?”
– “The Reverse Side Also Has a Reverse Side.”
– Simple = Good, Part II
– Let’s Start with Outdoor
– A Few Things Before We Break for Lunch

Chapter 4: Write When You Get Work
– How to Write Headlines Better Than This One
– Some Notes on Design (From a Writer)
– Writing Body Copy
– What to Do If You’re Stuck
– Insanity, Office Politics, and Awards Shows

Chapter 5: In the Future, Everyone Will Be Famous for 30 Seconds
– Creating the Commercial
– TV’s Just Gonna Keep Getting Weirder

Chapter 6: But Wait, There’s More!
– Spray-Paint Toupées and Psychic Friends
– If Image = Emotion, Then DRTV = Reason
– Short- and Long-Form DRTV
– Long-Form DRTV: “Now That's Bass!"
– Can We Take the Exclamation Point Out of Direct Response?

Chapter 7: Radio Is Hell. But It’s a Dry Heat.
– Writing the Commercial
– The Joy of SFX
– Casting: Boring, Tedious, Essential
– Producing a Radio Commercial
– Can We Hit “Pause” for a Sec?

Chapter 8: Big Honkin’ Ideas
– Parting Thoughts

Chapter 9: “Toto, I Have a Feeling We’re Not in McCann-Erickson Anymore.”
– “Love, Honor, and Obey Your Hunches.”
– Build a Small, Cozy Fire with the Rule Books. Start with This One

Chapter 10: Only the Good Die Young
– The Sisyphus Account
– The Meat Puppet
– Pablum Park
– The Koncept Krusher 2000
– The Liz Account
– The Bully
– Hallway Beast #1: The Hack
– The Golden Handcuffs
– Hallway Beast #2: The Prima Donna
– Hallway Beast #3: The Whiner
– Hallway Beasts #4 and #5: Wack Jobs and Slash Weasels
– Hallway Beast #6: The Hour Gobbler

Chapter 11: Pecked to Death by Ducks
– Presenting the Work
– Research: Be Afraid. Be Very Afraid
– Protecting Your Work
– Picking Up the Pieces

Chapter 12: A Good Book or a Crowbar
– Putting Together a Book
– The Interview
– Some Final Thoughts

Chapter 13: Making Shoes versus Making Shoe Commercials
– “Advertising: The Most Fun You Can Have with Your Clothes On.”

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Tags: Luke Sullivan, Hey Whipple, Squeeze This, Great Advertising