Overview

Far beyond the basics of the advertising creative department this book deals with the nuances of art direction, copywriting, strategy and selling the idea. Grounded in the reality of having done every job in the creative department, working on over 200 Fortune 100 brands or services and brands that started with an entrepreneur's dreams.Nearly 100 other professional creative directors, art directors, copywriter and teachers contributed sidebar ""readbites.""For over 30 years students have been taught what's in this book by the author. Many of the creative directors, art directors, copywriters and teachers working today were taught by the author. Many have sidebar contributed ""readmits.""

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9781543967524

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Patrick Peduto worked in advertising for five of the top-ten advertising agencies in the world and his own as an art director, copywriter, designer, creative director and commercial film director. Over the last 50 years Patrick worked on over 200 products for Fortune 100 companies and entrepreneurs.Patrick has also taught for over 30 years. First, at FIT Fashion Institute of Technology in NYC and currently online for AAU Academy of Art University. Over those years he took notes to write a book aimed at students and people new to advertising.The book is not a 101 effort but more of an insight into the creative jobs the good, the bad and the ugly. It includes ""readmits"" (sound bites) from other professionals and students. And there are many MadMan stories that he experienced and/or was part of.It's sort of a textbook written to be read cover-to-cover OR opened to any page to read/review a topic. Not only are the pages numbered, but the paragraphs are too for reference. There is an index in the back.The book contains plenty of 4c photos, graphics, ads and examples -- including links to YouTube TV commercials.

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