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Rating: 
Summary: Valuable Tool for Many of Us
Review: Cutting Edge Advertising-Jim Aitchison Quoting liberally from several dozen of the advertising world's most acclaimed copywriters and art directors, Mr. Aitchison does a brilliant job of explaining how the best print advertising is developed. In the first few chapters he deals with the subject on something of a higher, philosophical plane. But promptly thereafter, he settles down into an almost tutorial approach; working his way from how to arrive at an insight, how to transform that insight into an idea, and finally, how to craft that idea into a great ad-visually and in its writing.
Being an Australian, he is well positioned to tap into the enormous volume of great print advertising that has come out of the Asian markets-Singapore, Honk Kong and so forth. But he also references many of the best print advertising that has come out of the U.S. and U.K.
And while we're on the subject of print, it's worth noting that although it is the author's avowed intention to provide readers with "how to create the world's best print....", much of what he says can easily be applied to any effort in marketing communications.
All in all, an extremely valuable tool for beginning copywriters and art directors. Not a bad one for their superiors, who sometimes struggle for the exact words to explain why an ad is or isn't working. And certainly worth reading by the clients who finance all this print advertising-cutting edge and, in far too many cases, ham-handed.
Good show!
Rating:
Summary: Valuable Tool for Many of Us
Review: Cutting Edge Advertising-Jim Aitchison Quoting liberally from several dozen of the advertising world's most acclaimed copywriters and art directors, Mr. Aitchison does a brilliant job of explaining how the best print advertising is developed. In the first few chapters he deals with the subject on something of a higher, philosophical plane. But promptly thereafter, he settles down into an almost tutorial approach; working his way from how to arrive at an insight, how to transform that insight into an idea, and finally, how to craft that idea into a great ad-visually and in its writing.
Being an Australian, he is well positioned to tap into the enormous volume of great print advertising that has come out of the Asian markets-Singapore, Honk Kong and so forth. But he also references many of the best print advertising that has come out of the U.S. and U.K.
And while we're on the subject of print, it's worth noting that although it is the author's avowed intention to provide readers with "how to create the world's best print....", much of what he says can easily be applied to any effort in marketing communications.
All in all, an extremely valuable tool for beginning copywriters and art directors. Not a bad one for their superiors, who sometimes struggle for the exact words to explain why an ad is or isn't working. And certainly worth reading by the clients who finance all this print advertising-cutting edge and, in far too many cases, ham-handed.
Good show!
Rating: 
Summary: A load of old tosh
Review: This is an excellent book. Well-researched. Filled with new insights and creative philosophies about advertising in the Creative Economy. The author is a practitioner in advertising, who has a passion for rules-breaking advertising. I think this book will become a classic, when more people find out how good it is.
Rating:
Summary: A load of old tosh
Review: Well I don't know about the rest of you, but I thought Cutting Edge Advertising was absolute bollocks. I did like the cover, though. Very clever the way the word advertising is put in the shape of a dagger.
Rating:
Summary: Cut and thrust
Review: Wit, wisdom, and style. Candid remarks. A warts and all approach, and a feel that gets under the skin of the beast called advertising. It's worth the purchase price alone for the tale of Neil French and XO beer ... a study in pure genius if you ask me, and I'm not just saying that because of a burning desire to become a copywriter, I'm saying that for one simple reason: it's true. Yes, the reproductions could have been a little better in a few places, but it's what Hegarty, Barrie, French and Abbott (to name but a few), have to say that's more important, and the book is riddled with insights - so much so that many of the personalities simply leap off the page and slap you about the face. As an aspiring creative it was comforting to read other reviews of this book from current players in SE Asia (reviews I read after having read the book), and I violently disagree with the reviewer who said the book was bollocks. What nonsense. And no, it's not "Hey Whipple, Squeeze This" - another marvelous book - nor could it be, for the simple reason that this book has a completely different voice. From the seasoned pro to the up-and-coming young turk, this book has something for everyone. Regardless of how long you've been in the business there's an awful lot to learn, and I don't think this book can be faulted in any way other than a few dodgy bits of repro. If you're serious about the ad world this is probably one of the best books you could read. And read it you should - at least three times. I came away from this book refreshed and energised. It's a text book, a reference book, a source of inspiration and something to go back to again and again. And if you can't be arsed with this book the world of advertising probably isn't for you.
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