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Description of The 22 Irrefutable Laws of Advertising (and When to Violate Them) 

This is a guide through the uncertain future of advertising with a start chart of luminaries to show the way. It examines the underlying principles and the living bones that shape the most successful body of work being done in the world of ideas today.

Title Information

ISBN:

9780470821060

Pages:

250 pages

Format:

Hardback

Product Code:

17091

Publisher:

John Wiley & Sons Ltd

Published:

14/05/2004

Edition:

illustrated edition

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About Michael Newman

Michael Newman is the former Executive Creative Director of Saatchi & Saatchi Australia and Director of the giant agency′s Worldwide Toyota Board. During this time he was Australia′s most awarded Creative Director. He was at the forefront of the groundbreaking Saatchi creative work on giant accounts like Toyota. He led the agency to numerous wins at the Cannes Advertising Festival. He′s a sought after judge on award juries and is well known for his articles and speeches in various trade magazines and industry publications. As a writer and creative director, he has won numerous national and international creative awards including Cannes, Caxton, D&AD and AFA Golden Pinnacle for Effectiveness. He is now Principal Director at brandnewman, an ideas resource for advertisers and agencies.

Contents of The 22 Irrefutable Laws of Advertising (and When to Violate Them) 

The Law of Attention
The Law of Innovation
The Law of Interest
The Law of Simplicity
The Law of Immediacy
The Law of Relevance
The Law of Emotion
The Law of the Visual
The Law of the Line
The Law of the Brand
The Law of the Campaignability
The Law of Popularity
The Law of Failure
The Law of Likeability
The Law of Humor
The Law of Zagging
The Law of Reality
The Law of Ambiguity
The Law of Award Shows
The Law of Selling Ideas
The Law of Buying Ideas
The Law of Breaking the Rules