Introduction
The introduction to The Advertising Concept Book gives the reader an overview to the setup of the book as well as a brief description of the advertising business. Pete Barry explains different selling techniques, such as hard sell vs. soft sell as well as why so many bad advertisements exist today. Barry also talked on how to work in the advertisement business i.e. on a team with other creative people. Exploring the way in which we think of ideas, as well as how we block creativity help the reader to understand what will be covered in the book. One thing I realized as I read the intro, was that every great ad does have some truth that the ad is based upon, and that bad ads either do not have a truth, or they had highlighted the wrong truth for the product
Chapter 1
Chapter one highlights the basic mindset and, for lack of a better word, tools that one may need to begin to create great ads. Included in this overview are the ideas of KISS (keep it simple stupid) and SLIP IT (smile, laugh, informs, provokes, involves, think). These ideas can help a designer to not go too overboard or too bland when creating an ad. Barry also advises on how to create many sketches or ideas before settling on one idea. He says how getting attached to one idea in particular may hinder a designer from realizing the mediocrity of an idea, when a better one is out there. The idea of turning ideas on their heads really stuck out to me as a good way to really explore the breadth of a challenge. It seems that when we go in a completely opposite direction, new avenues can be opened that would go undiscovered if the original idea was not questioned.
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