Advertising today

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Phaidon, 2001 - Art - 512 pages
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More than a means of moving merchandise, advertising has been increasingly recognized not only as an art form all its own, but also as a central, defining element of popular culture. Advertising Today provides a thematic overview of the evolution of advertising around the world over the past thirty years, charting influences ranging from the political and social upheavals of the 1960s to the appropriation of cinematic production techniques and special effects in the 1980s, to the influence of the internet in the 1990s. Each chapter includes an interview with a key figure in advertising-including Italy's Oliviero Toscani of the controversial Benetton campaigns, the award-winning Brazilian Nizan Guanaes, American comedian and American Express spokesperson Jerry Seinfeld, and British adman John Hegarty of Bartle Bogle Hegarty, creator of world-famous Levi's ads. In analyzing specific advertisements and ad campaigns, the book acts simultaneously as a history of global pop culture and a record of the social, cultural, and geopolitical changes that affect the image-saturated environment around us. Included are more than 400 advertisements originally seen in a wide range of media-print, television, billboards, and the Internet-as well as the recent, so-called guerrilla advertising, in which practically anything (pieces of fruit, sand dunes on a beach, stenciled sidewalks) can art as a surface for promoting a product.

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Review: Advertising Today

User Review  - Emir Bukva - Goodreads

Advertising Today spans roughly 500 pages. It's divided in 14 chapters thorough which Berger examines the wold of contemporary advertising starting with the “1960s creative revolution.” The survey is ... Read full review



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About the author (2001)

PHIL KEOGHAN is currently in his seventh season starring as host of the Emmy-winning CBS primetime series, The Amazing Race. Keoghan also stars in and produces the N.O.W. (No Opportunity Wasted) reality television series. He has been profiled in People magazine and TV Guide and has been featured repeatedly on Oprah.
WARREN BERGER is a longtime contributing editor at Wired magazine, and his writing also appears frequently in the New York Times, the Los Angeles Times Magazine, GQ, and Men’ s Journal.

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