基本信息·出版社：Tuttle Publishing,US ·页码：274 页 ·出版日期：1998年03月 ·ISBN：1885203292 ·条形码：9781885203298 ·版本：New Ed ·装帧： ...
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Absolut Book.: The Absolut Vodka Advertising Story |
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Absolut Book.: The Absolut Vodka Advertising Story |
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基本信息·出版社：Tuttle Publishing,US
·页码：274 页
·出版日期：1998年03月
·ISBN：1885203292
·条形码：9781885203298
·版本：New Ed
·装帧：平装
·正文语种：英语
·外文书名：Absolut伏特加广告集
·分册名：Vodka
内容简介 在线阅读本书
A New York Times bestseller with over 175,000 copies sold, the ABSOLUT BOOK is as good as the vodka it promotes. Richard Lewis takes readers behind the scenes to cover the birth and growth of this award-winning advertising campaign, and provides the definitive illustrated history of one of the most successful advertising promotions ever seen. This collector's delight will appeal to designers, art lovers, vodka drinkers and anyone with good taste.
专业书评 From Library Journal Is it possible to create a worthwhile book about the Absolut Vodka's advertising campaign? Absolutely. TBWA/Chiat Day executive Lewis tells the story of the ad campaign that increased the sale of Absolut Vodka by 14,900% over 15 years. For ad junkies who want all the details, Lewis includes almost 500 Absolut ads along with commentary on how each ad was created and chosen. For example, "Absolut Clarity," which has a magnifying glass over the words "Country of Sweden," was used to emphasize that unlike most imported vodkas Absolut was not made in Russia. This book will have the greatest appeal among those who appreciate the creativity behind the pieces such as "Absolut D.C.," featuring an Absolut bottle wrapped in red tape. A warning: Lewis notes, "Librarians have to guard their magazines from being de-Absoluted." If your library has this problem, buying a book with 500 ads might be a risk. Still, this is highly recommended for libraries with an interest in advertising and marketing.?Emily Engel Moore, "Library Journal"
Copyright 1996 Reed Business Information, Inc.
From Booklist It's an Absolut-ly unabashed commercial salute to one brand of vodka that has almost single-handedly defined the shape of creative magazine advertising for many years. New York City adman Lewis not only recounts the beginnings of the campaign and the U.S. launch but also documents the story of the long-term business relationship between client and agency. This 15-year saga of bottle as hero shows, first, relatively conservative ads (Absolut joy, Absolut anticipation, Absolut generosity), then segues to the by-now-expected, break-through-the-clutter commercial: the 1987 musical "holiday song" chip, a plastic record, and a packet of flower seeds. Best are the captions and some of the behind-the-scenes footage and prose, such as the fact that wheat was used to attract pigeons to Piazza San Marco to form the shape of a bottle of--what else? Absolut Venice, of course.
Barbara Jacobs --This text refers to the Hardcover edition.
