Goodvertising : creative advertising that cares
著者
書誌事項
Goodvertising : creative advertising that cares
Thames & Hudson, 2012
- : [hbk.]
大学図書館所蔵 件 / 全2件
-
該当する所蔵館はありません
- すべての絞り込み条件を解除する
内容説明・目次
内容説明
Can advertising be a force for good? Can it bring about positive social or environmental change? Should it tell the truth about a brand? With today's consumers being more informed, empowered and ethically minded than ever, advertising needs to do all those things and more. Organized around 10 `Commitment' chapters, Goodvertising showcases outstanding creative work from over 120 campaigns from around the world that communicate that the client is actively being and doing good. Each campaign is from a leading agency working in the full spectrum of media channels for an international array of clients including Unilever, Coca-Cola, Ben & Jerry's, Nike, Tropicana, Volkswagen, Fiat, Levi's, Toyota, Honda, Sainsbury's, Microsoft and IKEA, and charities including Greenpeace, Amnesty International, PETA and WWF. For any advertising or branding professional, this timely and much-needed book will provide inspiration and insights into how being good doesn't lead to dull advertising.
目次
- Introduction
- 1. Transparency
- 2. Connection
- 3. Simplicity
- 4. Collaboration
- 5. Compassion
- 6. Creativity
- 7. Contagiousness
- 8. Generosity
- 9. Insight
- 10. Positivity
- Conclusion: Commitment
- Calendar for Good, Labels for Good, Awards for Good
- Guides for Good
- Further Reading
- Picture Credits
- List of Campaigns.
「Nielsen BookData」 より