22 Irrefutable Laws Of Advertising And When To Violate Them

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This is an authoritative and unique guide to the universal principles that underlie great advertising-the kind that's proven to be dramatically more successful around the world. Each chapter is compiled by a world-renowned advertising agency famous for its application of a particular tenet. Packed with illustrations, reproduced ads, and frames from TV commercials, 22 Irrefutable Laws of Advertising and When to Violate Them is an indispensible guide for advertisers and marketers. About The Author Michael Newman is the former Executive Creative Director of Saatchi Saatchi Australia and Director of the Worldwide Toyota Board. During this time, he was Australia's most awarded Creative Director. 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. Table Of Contents Acknowledgements Foreword Introduction-the Rules of Engagement The Lawgivers The Law of Simplicity The Law of Positioning The Law of Consistency The Law of Selling The Law of Emotion The Law of Love The Law of Experience The Law of Relevance The Law ofHumour The Law of Disruption The Law of Jump The Law of Fascination The Law of Irreverence The Law of Taste The Law of Topicality The Law of the Silver Elephant The Law of the Chat The Law of Nice The Lore of Negativity The Law of Execution The Law of Evolution The Outlaw Appendix 1- The Law of Deadlines Appendix 2- The 10 Irresponsible Crimes Against Advertising (That Always Violate Profits) Index