What makes an advertisement hard-hitting & memorable? Unravelling the creative processes behind some of the most effective campaigns of recent years this new edition of Creative Advertising" showcases over 200 examples of international advertising from a wide range of media. All brilliantly demonstrate a fascinating range of approaches including ways of visualizing concepts the art of illusion & paradox the use of metaphor & analogy & the deployment of shock tactics & humour. Entertaining & inspirational this remains a vital book for all designers art directors copywriters & students of advertising in fact for anyone who makes a living from good ideas & for whom creativity is the key qualification."