000			02264cam a2200289Ia 4500
001			991004405849704336
005			20240625163715.0
008			120330s2012 enka b 001 0 eng d
010			_a 2012931634
016	7		_a016094566 _2Uk
020			_a9780500516263
035			_a(CaACU)3736071-01ucalg_inst
035			_a(OCoLC)i9780500516263
035			_a(OCoLC)783160482
040			_aBTCTA _beng _cBTCTA _dBDX _dUKMGB _dYDXCP _dYNK _dCDX _dUAT _dBKX
050		4	_aHF5823 _b.K65 2012
100	1		_aKolster, Thomas, _d1978-
245	1	0	_aGoodvertising _b: creative advertising that cares _c/ Thomas Kolster.
246	3	0	_aCreative advertising that cares
260			_aLondon : _bThames & Hudson, _c2012.
300			_a256 p. : _bill. (some col.) ; _c29 cm.
504			_aIncludes bibliographical references and index.
520			_aThought-provoking and innovative: responsible advertising by brands and charities worldwide, including Volkswagen, FIAT, Unilever, UNESCO, Greenpeace, Michelin, HP, and American Express. Can advertising be a force for good? How can a brand use advertising to earn the trust of an audience? Demonstrating a brand’s corporate conscience or making audiences aware of its charitable or philanthropic activities is one of the great creative challenges an advertising agency can be given. Here is a collection of outstanding and effective campaigns that communicate the socially responsible nature of leading brands, products, and public organizations today. Deftly organized into ten chapters―Transparency, Connection, Simplicity, Collaboration, Passion, Creativity, Contagiousness, Generosity, Insight, and Full Commitment―it both inspires through great work and explains the principles involved. Over ninety campaigns in a full array of media channels are featured, and each is accompanied by a detailed commentary on the work. Including interviews and insights from leading advertising strategists, the book provides a comprehensive overview for professional advertising creatives, brand strategists, or anyone who works with a brand that values truth, trust, and responsibility. 400 color illustrations.
650		0	_aAdvertising _xMoral and ethical aspects.
650		0	_aCommercial art _xTechnique.
942			_2lcc
999			_c4237 _d4237