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If you’ve ever struggled to craft a powerful message that really hits the spot, you’ll know it’s harder than it looks. Wouldn’t it be helpful to have an expert on hand to explain how the professionals really do it? Better still, how about a whole range of writers ready to pass on their trade secrets?

Well that’s exactly what you’ll find in the pages of this book. Think of it as a rocket-assisted launch for your writing career, structured over ten distinct lessons and illustrated with classic and contemporary international examples of the best copywriting. Designed to help anyone who works with words improve their writing, this book is packed with practical techniques and features effective exercises to pump up your persuasive powers.

Includes inspiring contributions from professional writers, an in-depth look at the challenges involved in writing copy for brands and worked examples that cover writing for digital, brand storytelling and packaging copy.

About the Authors:

Roger Horberry is a highly experienced professional copywriter and has written about everything from finance to fireworks, and telecoms to tea bags. He has published two books on copywriting.

Gyles Lingwood is Principal Lecturer in Advertising & Design at the University of Lincoln. His creative work has won a number of awards including D&AD, British Interactive Media Association and the US Creativity Awards.

Target sparked the democratization of design two decades ago, as the first retailer to forge partnerships with well-known and emerging designers to offer high style without the high price tag.

This idea altered the fashion and style landscape forever -- and became a retail game changer. Now readers can discover the inside story from those who were there -- the designers, photographers, creators, superfans, and, of course, the Target guests.

For 20 years, Target's design partnerships have made a mark on culture at large, with the retailer's brand promise of "Expect More. Pay Less." embracing the belief that design should be accessible, too. At the center of Design for All are the designers -- offering exclusive collections in stores or at another Target first, the pop-up shop. From Michael Graves to Isaac Mizrahi, John Paul Gaultier to Philippe Starck, Jason Wu, Alexander McQueen, Gwen Stefani and more, Target has collaborated with more than 180 designers throughout the past two decades. And this book covers it all with new glimpses behind some of the most iconic collections including Missoni, Stephen Sprouse, and Lily Pulitzer.

Target: 20 Years of Design for All is the definitive tale of Target's impact on culture and retail with page after page recounting every one of those memorable years. Through beautiful photographs, advertising stills, sketches, and interviews with designers, influencers and Target insiders, this book offers everything readers love about Target. It's chic and approachable. Stylish and inclusive. With surprises around every corner.

About the Authors:

Target, considered a leader in design, is one of the largest retailers in the United States with more than 1,800 stores across the country. Kim Hastreiter cofounded Paper, an independent pop-culture magazine, which she coedited for thirty-three years.

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Пролистать книгу Target: 20 Years of Design for All: How Target Revolutionized Accessible Design

Chronicles the influence of the art poster in France and its rapid spread across Europe and United States

The lowly placard, a quick and efficient device used to spread news or advertise goods, ascended to the level of a respected art form in the late 1800s in France. The ‘art poster’ was born at the convergence of new aesthetic movements, technological advances and societal changes. Fine artists were swayed from their lofty perches to join the practical arts, influenced by the egalitarian spirit of the Arts and Crafts movement. Artist Jules Cheret, ‘Father of the Modern Poster,’ perfected a means of high-quality printing that produced large, colour-saturated images. An emerging middle class was the ready target for the consumption of newly manufactured goods, literary publications, theatrical events and leisure time entertainment. A sea of gorgeous images added a joie de vivre to everyday life, introducing a period of French life now known as the Belle Epoque. These posters, although ephemeral in intent, have been collected and continually reproduced over the subsequent decades, a testament to their timeless beauty and emotional depth.

This book chronicles the influence of the art poster in France and its rapid spread across Europe and United States and offers to the readers an artist’s poster tour of the development of the art poster.

About the Author:

David Rymer is an Australian fiction and nonfiction author and a freelance writer, expert in the History of Fine Art and Graphic Design. He has written different articles and biography on the most important artist and painters of the Belle Epoque and other art movement. He has staged art and cultural exhibitions in Dubai and Abu Dhabi on behalf of the UAE Department of Art & Culture, Mubadala and the Department of Executive Affairs. He designed corporate identity, packaging, exhibit and print design for his clients; has reviewed exhibitions at Art Dubai and Art Abu Dhabi for the past years.

This comprehensive guide to visual merchandising covers both window dressing and in-store design, as well as all the other elements, real or virtual, used to enhance the contemporary retail experience. Featuring a range of shops, from fashion emporia such as Selfridges, Printemps, and Bergdorf Goodman to small outlets, the book offers practical advice, supported by tips from the most inspiring visual merchandisers and creative directors across the world.

It reveals the secrets of their profession and all there is to know about the latest technology, mannequins, props etc. It also examines the psychology and ever-changing trends behind consumer behaviour.

Visual merchandising is presented through lavish colour photographs, diagrams of floor layouts and store case studies, and includes invaluable information such as a glossary of terms used in the industry.

About the Author:

Tony Morgan worked as a Head of Visual Merchandising at Selfridges for 18 years. He has taught and consulted across the world and was a lecturer at the London College of Fashion and the Fashion Retail Academy in London. Tony advocates new visual merchandising talent and is currently working with universities across the UK to mentor and support students.

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Пролистать книгу Visual Merchandising Fourth Edition: Window Displays, In-store Experience на Google Books.

A great introduction for retail students, this book offers a user-friendly reference guide to all aspects of visual merchandising and covers both window dressing and in-store areas. Using examples from a range of shops, from fashion emporia to small outlets, the book offers practical advice on the subject, supported by hints and tips from established visual merchandisers.

It reveals the secrets of their toolkit and information on the use of mannequins, the latest technology and how to construct and source props, and explains the psychology behind shopping and buyer behaviour. This new edition contains two new case studies, updated images and new material on digital and interactive visual merchandising.

Visual Merchandising is presented through colour photographs, diagrams of floor layouts and store case studies, and includes invaluable information such as a glossary of terms used in the industry.

About the Author:

Tony Morgan teaches Visual Merchandising at the London College of Fashion and also at Philip Green’s The Fashion Retail Academy. He worked as Head of Visual Merchandising at Selfridges for 18 years, where he travelled the world examining their different store concepts. He is the author of Window Display: New Visual Merchandising.

Contents:

The History of Visual Merchandising

The Role of a Visual Merchandiser:
The day-to-day role of a visual merchandiser
Training
Visual merchandising in a department store
Visual merchandising of multiple chain stores
Visual merchandising of small retail outlets
Measuring success
NEW Global examples from Asia; Training portfolios; more about multiple chain stores and flagship stores

Store Design:
What is store design?
Why is store design important?
Who designs the store?
How does store design work?
Store study: Kurt Geiger
NEW Pop-up shops

Windows:
Getting to know your windows
Planning a window display
Themes and schemes
Budgeting
Props
Designing a window display
Store study: Au Printemps
Colour
Window prepping
Installing the window display
Store study: Louis Vuitton
Lighting
Signage and graphics
Window calendar
Window standards and maintenance, and budget
Store study: Fortnum & Mason
NEW Interactive windows and digital technologies; NEW Case Study on lighting (Erco)

In-store Visual Merchandising:
Product adjacencies
Floor layouts
Store study: Matthew Williamson
Fixtures and fittings
Wall fixtures
Product handling
Store study: Flight 001
In-store displays and hot shops
Point of sale and add-on sales
Clearance merchandise
Signage and ticketing
Lighting
Ambience
Retail standards and  maintenance, and budget
Virtual visual merchandising
Store study: Topshop
NEW Signage and graphics - CASE STUDY on Colour set; Interactive/digital displays

Mannequins:
Sculpting
Purchasing mannequins
Dressing a mannequin
Securing a mannequin
Grouping mannequins
Maintenance
NEW The dress-size debate; sustainability

The Visual Merchandiser’s Studio
The visual Merchandiser’s toolbox
Health and safety
Lighting chart

Advertising Annual 2011 features the year's best advertisements and campaigns, all of which received the prestigious Graphis Platinum or Gold Award.

Your portfolio is your first impression; it needs to draw our attention.

In this book, you'll find inspiration and global research, which will both open up your mind and surprise and impress your clients.

There are more than 300 images split between the following chapters:
-Traditional portfolio
-Digital portfolio

A Century’s Worth of Pleasure and Pause. Selling the most delicious vices

The quest to affirm Americans’ need for alcohol and tobacco is a tale of 100 years of advertising intended to seduce consumers to partake in these delicious vices. This catalogue of ads showcases the extensive and abundant campaigns and trends of drinking and smoking in the United States that, for better or worse, explore a vibrant chapter of advertising history.

Vices or virtues: drinking and smoking provided marketers with products to be forged into visual feasts. In this lush compendium of advertisements, we explore how depictions of these commodities spanned from the elegant to the offbeat, revealing how manufacturers prodded their customers throughout the 20th century to imbibe and inhale.

Each era’s alcohol and tobacco trends are exuberantly captured page after page, with brand images woven into American popular culture so effectively that almost anyone could identify such icons as the Marlboro Man or Spuds MacKenzie, figures so familiar they could appear in ads without the product itself. Other advertisers devised clever and subliminal approaches to selling their wares, as the wildly successful Absolut campaign confirmed. Even doctors contributed to a perverse version of propaganda, testifying that smoking could calm your nerves and soothe your throat, while hailing liquor as an elixir capable of bringing social success.

Whether you savor these visual delights, or enjoy inhaling and wallowing in forbidden pleasures, you will certainly be thrilled by this exploration of a decidedly vibrant — and sometimes controversial — chapter of advertising history.

The editor:

Jim Heimann is the Executive Editor for TASCHEN America. A cultural anthropologist, historian, and an avid collector, he has authored numerous titles on architecture, pop culture, and the history of Los Angeles and Hollywood, including TASCHEN’S Surfing, Los Angeles. Portrait of a City, and the best-selling All American Ads series.

The authors:

Steven Heller is the co-chair of the School of Visual Arts MFA Designer as Author Program. For 33 years he was an art director for The New York Times, and currently writes the “Visuals” column for The New York Times Book Review. He is the author of 120 books on graphic design, illustration, and satiric art.

Allison Silver is a writer and editor based in New York City. A former contributing editor to Culture & Travel magazine, she was editor of The Los Angeles Times Sunday "Opinion" section, an editor of The New York Times "Week in Review," and a founding editor of The Washington Independent.
 

Wheels of history. From the Model T and DB5 to the VW Beetle and the Hummer.

Henry Ford jump-started the age of the automobile with the first assembly-line car in 1908: the Model T. Over the next century the automobile evolved from chugging workhorse to tail fin era showboat to sleek status symbol, complete with sleek hood ornament. Initially a novelty item, the car grew into a necessity of the modern age, and a vector of freedom on the open road.

20th Century Classic Cars offers a lush visual history of the automobile, decade by decade, via 400-plus print advertisements from the Jim Heimann Collection. Using imagery culled from a century of auto advertising, this book traces the evolution of the auto from horseless carriage to rocket on wheels and beyond. With an introduction and chapter text by New York Times automotive writer Phil Patton, as well as an illustrated timeline, this volume highlights the technological innovations, major manufacturers and dealers, historical events, and influence of popular culture on car design. Time-travel through the Automobile Age with a collection that puts you in the driver s seat. A TASCHEN classic, now in a new size at an irresistible price!

About the series:

Bibliotheca Universalis — Compact cultural companions celebrating the eclectic TASCHEN universe at an unbeatable, democratic price!

Since we started our work as cultural archaeologists in 1980, TASCHEN has become synonymous with accessible, open-minded publishing. Bibliotheca Universalis brings together more than 100 of our all-time favourite titles in a neat new format so you can curate your own affordable library of art, anthropology, and aphrodisia.

Bookworm’s delight — never bore, always excite!

Ticket to ride, fly, or sail. The golden age of global adventure

Over the course of the twentieth century, travel experienced an unprecedented boom. As ocean liners broke speed records, aerodynamic trains roared down tracks, and stylish boat-plane clippers evolved into jumbo jets, travel transformed from a cushioned journey of the elite into a convenient pastime for the general public.

With the mass production of automobiles, invention of airplanes, freeways and motels, America led the wanderlust phenomenon. With nearly 400 vintage print advertisements from the Jim Heimann Collection, this book documents the exponential expansion of American tourism, through the domestic and global, exclusive and popular, exotic and standardized adventure.

With an introduction, decade-by-decade analysis, and an illustrated timeline, rediscover the thrilling energy of this new age of mobility in which Americans climbed aboard locomotives or ships, jets or Greyhound buses to explore distant lands, or to see whole new sides to their own country.

About the series:

Bibliotheca Universalis — Compact cultural companions celebrating the eclectic TASCHEN universe at an unbeatable, democratic price!

Since we started our work as cultural archaeologists in 1980, TASCHEN has become synonymous with accessible, open-minded publishing. Bibliotheca Universalis brings together more than 100 of our all-time favourite titles in a neat new format so you can curate your own affordable library of art, anthropology, and aphrodisia.

Bookworm’s delight — never bore, always excite!

The metabolism of travel changed more in the last century than in the previous half-millennium, a stunning transformation triggered by American wanderlust. In less than 100 years, the U.S. mass-produced the automobile, invented airplanes, freeways, motels, even sent men to the Moon. Travel grew ever faster and easier. Above all, it was democratized — enabling millions to explore distant lands, or see their own more fully.

At the start of the 20th century, only people with extensive disposable income and time to spare could enjoy leisure travel. By the century’s end, journeys took hours, not days, and mass travel — especially brief air flights — became the new normal. Along the way, ocean liners broke speed records, aerodynamic trains roared down the tracks, stylish boat-plane clippers evolved into jumbo jets. Whether aboard high-speed locomotives or ships, jets, or Greyhound buses — or when setting their own schedule on the open road — Americans demanded ever greater mobility and wider choice of destinations, thereby setting a new standard for travelers around the world.

A lush visual history of international wanderlust, this volume features 400-plus print advertisements from the Jim Heimann Collection, that illustrate the evolution of leisure travel — from domestic to global, exclusive to popular, exotic to standardized — and its crucial role in American culture.

With an introduction, decade-by-decade analysis, and an illustrated timeline, this book highlights the cultural and technological developments that transformed travel from a cushioned journey of the elite into a convenient leisure pastime for the general public. 20th Century Travel takes us on a grand tour of travel’s golden age.

The Way We Wore. The story of modern fashion from couture to mass market

The 20th century saw fashion evolve from an exclusive Parisian salon business catering to a wealthy elite into a global industry employing millions, with new trends whisked into stores before the last model has left the catwalk. Along the way, the signature silhouettes of each era evolved beyond recognition. For women, House of Worth crinolines gave way to Vionnet’s bias-cut gowns, Dior’s New Look to Quant’s Chelsea Look, Halston’s white suit to Frankie B.’s low-rise jeans. In menswear, ready-made suits signalled the demise of bespoke tailoring, long before Hawaiian shirts or skinny jeans entered the fore.

20th-Century Fashion offers a retrospective of the last hundred years of style via 400 fashion advertisements from the Jim Heimann Collection. The images trace not only the changing trends but also the evolution in their marketing and audience, as fashion was adopted into popular culture and the mass market, decade by decade. An in-depth introduction and illustrated timeline detail the style-makers and trendsetters and how the historic events, design houses, retailers, films, magazines, and celebrities shaped the way we dressed — then and now.

About the series:

Bibliotheca Universalis — Compact cultural companions celebrating the eclectic TASCHEN universe at an unbeatable, democratic price!

Since we started our work as cultural archaeologists in 1980, TASCHEN has become synonymous with accessible, open-minded publishing. Bibliotheca Universalis brings together more than 100 of our all-time favourite titles in a neat new format so you can curate your own affordable library of art, anthropology, and aphrodisia.

Bookworm’s delight — never bore, always excite!

The history of western advertising is a long one, starting as early as the 1630s, when Frenchman Théophraste Renaudot placed the first advertising notes in La Gazette de France, or in 1786, when William Tayler began to offer his services as "Agent to the Country’s Printers, Booksellers, etc.," but the first time that the term "advertising agency" was used dates back to 1842, when Volney B. Palmer created his agency in Philadelphia, Pennsylvania. Widely considered to represent the birth of modern advertising, this date marks the beginning of a creative industry that has transformed many commercial works into cultural icons.

Divided into sections by decades, this book explores the legendary campaigns and brands of advertising’s modern history, with specific anecdotes and comments on the importance of every campaign. You will find the picture of the camel that originated the Camel pack, the first Coca Cola ad, and even how artworks by masters such as Picasso and Magritte have been used in advertising.

This is a book by a company that dislikes advertising as much as anyone. Nevertheless, it makes adverts. It has worked with global brands to produce fashion collections and promoted a town with a mass wedding. It creates advertising with more human, truthful communications. The company's name is KesselsKramer.

This book describes how to make something you like out of something you don't. As well as drawing on its own experiences, KesselsKramer listens and learns from those who doubt the advertising industry. Stefan Sagmeister explains how quitting work makes you better at working; Hans Aarsman discusses authenticity in image-making; and Alex Bogusky looks at ways to help capitalism grow up.

Advertising for People Who Don't Like Advertising is partly a creative handbook and partly an attempt to make the world a very slightly better place. It's intended for anyone who has ever hated a web banner or zapped an ad break

Twenty years ago an advertiser could reach 80 per cent of the US population with just three television commercials. Today it takes 150. Advertising is suffering because of the sheer amount of it, the lack of innovation within traditional advertising formats and the power that media fragmentation and technology give to consumers to tune out the noise.

The new buzzwords are guerilla, stealth, ambush, buzz, viral, grassroots, wildfire and ambient. This book is the first to harness them into an integrated communications approach, as Tom Himpe explains and illustrates:

• The four driving forces for getting closer to the consumer:
be personal, go where the competition isn’t, make the brand invisible, be unpredictable.
• The eight techniques – from consumer involvement to channelling the power of the senses – for employing these driving forces, illustrated with campaigns from across the world.
• The four types of campaign that make use of this new knowledge.

Advertising is Dead is the only complete survey of a global shift affecting all kinds of business, and is vital reading for all advertising, marketing and communications professionals.