Description of The 22 Irrefutable Laws of Advertising and When to Violate Them
A breakthrough guide to the universal principles underlying great advertising Written by an all-star team of international advertising professionals, this guide offers readers a lively, in-depth exploration of advertising principles as they are understood and applied by many of the world's most respected advertising experts. Each chapter features numerous illustrations, case studies and vignettes, and reproductions of print ads and TV commercial stills. Michael Newman (Palm Beach, Australia) is a former Executive Creative Director of Saatchi & Saatchi Australia and Director of the Worldwide Toyota Board. While at Saatchi, he was Australia's most awarded creative director.
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
About Michael Newman
Author is the former Executive Creative Director of Saatchi & Saatchi Australia and Director of the giant agencys Worldwide Toyota Board. During this time he was Australias 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. Hes 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
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