100 Ways to Create a Great Ad

By Tim Collins

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  • Paperback
  • 314 illustrations
  • 208 pages
  • 10⅛ x 8½ ins
  • ISBN 9781780671680
  • Published August 2014

100 Ways to Create a Great Ad is an accessible introduction to creative advertising techniques. Featuring 100 spreads detailing concepts such as the 'Reveal' and the 'Mash-Up', it presents the key methods of devising print, television, radio, direct and online ideas.

The process of creating an ad can be divided into three steps: planning, concept creation and crafting. This book provides a straightforward guide to concept creation, including methods that are applicable across media, and it offers wide-ranging examples from international campaigns.

Aimed at agency creatives, planners and account handlers, as well as graphic designers, marketing professionals and students, 100 Ways to Create a Great Ad has wide-ranging appeal.

About the Author

Tim Collins is a prolific author and copywriter. Following a successful advertising career, he has written numerous books for children and on humour including The Little Book of Twitter: Get Tweetwise! (2009).

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CONTENTS
1. Reveals
2. Mash-Ups
3. Double Meanings
4. Puns
5. Visual Puns
6. Visual Metaphors
7. Visual Simile
8. Analogy
9. Omission
10. Minimalism
11. Rhyme
12. Alliteration
13. Questions
14. The Rule of Three
15. Contrasting Pairs
16. Lists
17. Storytelling
18. Consequences
19. Sequences
20. Homages
21. Borrowed Interest
22. Reversal
23. Displacement
24. Disruption
25. Contradiction
26. Repetition
27. Hyperbole
28. Visual Hyperbole
29. Understatement
30. Comparison
31. Surrealism
32. Shock
33. Irony
34. Bathos
35. Paradox
36. Slang
37. Killer Facts
38. Self-Awareness
39. Anti-Advertising
40. Advertising Parodies
41. Brand Mascots
42. Bring the Product to Life
43. Personification
44. Catchphrases
45. Neologisms
46. Long Copy
47. The Curiosity Arouser
48. Arguments
49. Advice
50. Insults
51. Compliments
52. Challenges
53. Crusades
54. In-jokes
55. Instruction
56. Crowdsourcing
57. Ambient
58. Installation
59. Special Builds
60. Stunts
61. Use the Medium
62. Hoaxes
63. Hidden Camera
64. Documentary
65. Big ads
66. Branded Content
67. Play with the Logo
68. Symbols
69. Typography
70. Pricing
71. Competitive
72. Range
73. Product Demonstration
74. Product Shot
75. Product Sampling
76. Topical
77. Puzzles
78. Illusion
79. Diagrams 80) Annotations 81) Perspective Change 82) Details 83) The Effects of Time 84) Dramatize the Negative
85. Dramatize the Product Experience 86) Scale
87. National Identity
88. Regional Identity
89. Alternative Uses
90. Transformation
91. Product Transformation
92. Heritage
93. Product Story
94. Product Feature
95. Local Knowledge
96. Endorsement
97. Testimonial
98. Reverse Testimonial
99. Manufacturer’s Testimonial
100. Staff