I bought this book last weekend, written by Pete Barry who worked at Ogilvy in London on advertising concepts- an area Im looking into for dissertation. Its a great book, "structured to provide a complete course on advertising and a quick reference on particular topics, the book covers every aspect of the business, from how to write copy and choose a typeface to how agencies work, to the different strategies used for print, TV, film, and interactive media". A great feature of the book is Barry's sketches of some of the best adverts of all time, in an attempt to recreate big ads and show how important the concept is to the final outcome. He states that "without a great concept you have nothing but mutton dressed as lamb". The books core lesson is that a great idea will last forever.
2 comments:
I totaly agree with you Amy, this is one of the things I've realised whilst working on my blog - just how important the 'idea' is. The reference to 'mutton dressed up as lamb' sums it up perfectly. I think this could make a really interesting dissatation
I may have to borrow this from you, Amy! The conceptual stages have fast-become my favourite part of design, as I think it requires the most consideration. If some of the world's biggest campaigns have been pitched as sketches and won, it is clearly due to a great idea, and making it look good later. I'm sure all the big-wigs who know their stuff and are results-driven probably don't even care about the design at the end of the day - if the concept is right and it's going to sell their products and move the brand forward, it could be the ugliest design ever, as long as it gets results!!
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