Hey whipple, squeeze this the classic guide to creating great advertising
"Hey Whipple, Squeeze This, has helped generations of young creatives in advertising make their mark in the field. The lessons about writing and art direction contained in 5 previous editions of Whipple are still relevant. Creativity is still king. But students of the craft now need additional...
| Otros Autores: | |
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| Formato: | Libro electrónico |
| Idioma: | Inglés |
| Publicado: |
Hoboken, New Jersey :
John Wiley & Sons, Inc
[2022]
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| Edición: | Sixth edition |
| Materias: | |
| Ver en Biblioteca Universitat Ramon Llull: | https://discovery.url.edu/permalink/34CSUC_URL/1im36ta/alma991009657527306719 |
Tabla de Contenidos:
- Cover
- Title Page
- Copyright Page
- Contents
- Foreword
- Preface
- Chapter 1 A Brief Historyof Why EverybodyHates Advertising: And why you should try to get a job there.
- The 1950S: When Even X-Acto Blades Were Dull.
- "What?! We Don't Have to Suck?!"
- The Empire Strikes Back.
- Portrait of The Artist as A Young Hack.
- Chapter 2 The Creative Process: or, Why It's Impossible to Explain What We Do to Our Parents.
- Why Nobody Ever Chooses Brand X.
- Staring at Your Partner's Shoes.
- Why The Creative Process is Exactly Like Washing a Pig.
- "The Sudden Cessation of Stupidity."
- It's All About The Benjamins.
- Brand = Adjective.
- Simple = Good.
- Chapter 3 Tell the Truth and Run: Saying the Right Thing the Right Way.
- Authority Gets Replaced with Fake.
- To Thine Own Brand, Be True.
- "Embracing the Suck."
- Some Thoughts on Messaging.
- Start with a central human truth.
- What is the emotion at the center of the brand?
- Research your Brand, its Customers, and its Competition.
- Get to know the client's customers as well as you can.
- Listen to customers talk.
- Imagine a day in the life of your customer.
- Develop a deep understanding of the client's business.
- Examine the current positioning of the product or brand.
- Study your client's previous work.
- Ask yourself what would make you want the product.
- Whenever you can, go for an absolute.
- Try to make your message incontestable.
- Try the competitor's product.
- Look at the competitors' advertising.
- Three Final Notes on Strategy.
- Insist on a simple strategy.
- Insist on a precise strategy.
- Insist on a relevant strategy.
- Remember: You have two problems to solve: the client's and yours.
- Two Models for Strategy and Messaging.
- Chapter 4 A Controlled Daydream: Concepting: Coming up with Ideas.
- Get Something, Anything, on Paper.
- Just start.
- First, say it straight. Then say it great.
- Create a word and image list.
- Dig shallow holes everywhere.
- Allow yourself to come up with really terrible ideas that are no good at all.
- Work fast. Fail faster.
- Interpret the problem using different mental processes.
- Think it through before you settle for the ol' exaggeration thing.
- Go in the opposite direction.
- Spend some time away from your partner, thinking on your own.
- Share your ideas with your partner, especially the kinda dumb ones.
- Allow your partner to come up with terrible ideas. Don't play devil's advocate.
- Let your subconscious mind do it.
- Low-hanging fruit, the barren wasteland, and eureka.
- A Few Words About Pictures.
- Can the solution be entirely visual?
- Can your brand own something visual?
- Coax an interesting visual out of your product or its benefit.
- Get the visual clichés out of your system right away.
- Metaphors must've been invented for advertising.
- Remember, something has to dominate the page.
- "Do I want to write a letter or send a postcard?"
- Can you use the physical environment as your visual?
- Show, don't tell.
- Avoid style. Focus on substance.
- Chasing a Campaign Idea.
- Pick a small customer contact point and then think big.
- Once you get on a streak, ride it.
- Make sure every piece in the campaign makes sense all by itself.
- Work. Don't talk. Work.
- Come up with a lot of ideas. Cover the wall.
- Write hot. Edit cold.
- Review all the ideas so far and look for patterns.
- Patterns are campaigns trying to come to life.
- Be objective.
- Big ideas transcend strategy.
- Don't keep runnin' after you catch the bus.
- Remember: Always show babies or puppies.
- Chapter 5 Brevity Is The Soul of Wit: The Art of Copywriting.
- Have a Writing Process.
- Stay off the stinkin' computer. Use a pencil and a pad of paper.
- Create a word and idiom list.
- Get puns out of your system right away.
- Draw a square on the page and fill it with something interesting.
- First say it straight, then say it great.
- If your ad, billboard, or banner is just a headline, make it a great headline.
- Try being half-rational, half-random.
- Don't just start writing headlines willy-nilly. Break it down: Do willy first, then move on to nilly.
- If the idea needs a headline, write 100.
- The Architecture of Ideas.
- "A smile in the mind."
- The paraprosdokian and the parallelism: Tension and release in a sentence.
- Tension and release in an idea.
- The clever-headline, straight-visual "rule."
- Voice and Tone.
- Write like you'd talk if you were the brand.
- Or pretend you're writing a letter.
- At the same time, remember to write like people talk.
- On writing brand manifestos.
- Listen to stand-up comedians talk about your product, brand, or its category.
- Don't set out to be funny. Set out to be interesting.
- Before we break for coffee, a short master course in writing with emotion.
- Flow and Readability.
- Write hot. Edit cold.
- Pretend your brand is arriving at a party.
- Don't have a "pre-ramble."
- Never, ever, not even once, or even just a little bit, ever use exclamation points anywhere, ever.
- Never use fake names in a headline (or anywhere else, for that matter).
- Vary your sentence length and pacing.
- Once you lay your sentences down, spackle between the joints.
- Break your copy into short paragraphs.
- When you're done writing the copy, read it aloud.
- When you've finished writing something, go back and cut it by a third.
- An idea isn't finished until it leads the customer somewhere.
- Proofread your own work.
- If you have to have one, make your tagline an anthem.
- Chapter 6 The Virtues of Simplicity: or, Why it's Hard to Pound in a Nail Sideways.
- Make sure the fuse on your idea isn't too long or too short.
- Simple has stopping power.
- Simple is bigger.
- Simple breaks through clutter.
- Keep paring away until you have the essence of your idea.
- A Few Words About Outdoor. (Few Being the Key Word.)
- Billboards and posters force you to be simple.
- Outdoor's super-power: Size.
- Digital technology is also changing outdoor.
- As long as we're talking about OOH, WTF is "new media"?
- In this medium, your ideas must delight people.
- Chapter 7 Why is The Bad Guy Always More Interesting?: Storytelling, Conflict, and Brand Platforms.
- Brand Platforms: The Mother of Stories.
- Campaigns versus platforms.
- Platforms are ideas that create ideas.
- Think of a campaign as a movie and a platform as a Hollywood franchise.
- Two signs you have a platform: It fits on a sticky note and it starts talking and won't shut up.
- Truth + conflicts = platform.
- Nonlinear Storytelling.
- Chapter 8 Rewiring your Brain: Chasing Ideas and Making Big Creative Leaps.
- Why solve problems when finding problems is way cooler?
- How might we?
- Tom Monahan's wonderful exercise: Ask a better question.
- Try rewriting the brief's key message as a key question.
- Monahan's Intergalactic Thinking.
- Getting to big ideas by creating hashtags.
- Chapter 9 Viral, Naughty, and Rong®: Getting Noticed, Getting Talked About.
- The Art of Being Rong.
- Start by questioning everything.
- Rong means going 180 against common sense.
- "Will people talk about this idea?"
- "Are you sure they'll even let us do this idea?"
- What is the "press release" of your idea?
- What makes an idea contagious?
- Try doing something Rong with the medium.
- Try changing the product or make a new one.
- Advice on working way out past the edge.
- "Love, Honor, and Obey Your Hunches."
- Build a Small, Cozy Fire with The Rule Books. Start with This One.
- Chapter 10 Advertising 2.0: Moving from Analog Into Digital.
- Where Advertising is Going.
- It's less about messaging and more about content.
- It's less about what brands say and more about what they do.
- It's less about messaging and more about experiences.
- It's less about trying to make people want stuff and more about making stuff people want.
- It's less about keeping up with a marketing schedule and more about keeping up with culture.
- It's less about talking at customers and more about talking with them.
- The new ideas don't just fill media spaces. They create them, even hijack them.
- The new ideas are shareable and participatory.
- The new ideas combine art, copy, and technology.
- Almost everything in advertising is changing. That includes the creative briefs.
- Everything is media.
- Chapter 11 Make the Idea Bigger, Not the Logo: or, Why Branded Content is More Interesting than Advertising.
- The hard part: Come up with something that works from both an entertainment and a marketing perspective.
- Think like a publisher.
- Done beats perfection. Lean toward action.
- Tell stories with data.
- Use "do-invite-capture-share" to get customers to create branded content for you.
- Create Brand Experiences.
- Chapter 12 Concepting for the Hive Mind: Creating Buzz with Social Marketing.
- Mastering Good Social Media Practices.
- The prime directive: Be interesting, entertaining, or useful.
- Knowing who your customer is one thing. Understanding communities is another.
- Start by listening.
- Map out a conversation strategy.
- Post stuff that helps boost a follower's "social currency.".
- Clearly establish what the user/viewer is getting out of the interaction. What is the payoff?.
