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The 100 Greatest Advertisements 1852-1958: Who Wrote Them and What They Did, by Julian Watkins
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Styles in advertising will change, but there is no copywriter, artist, or campaign planner who will not profit by studying proved successes, whether of 50 years ago or today. In this single volume are 100 of what are probably among the most successful advertisements ever to appear in print, plus an additiional 13 added especially for this edition.
These 113 ads are proven salesmen―almost every one had phenomenal results. They have not been included because of personal whim, or for their beauty. The ultimate criterion here is the only one that really counts: whether an ad did what it was supposed to do. These ads helped change the habits of a nation, built reputations, gave new expressions to the language and―first and foremost―sold millions of dollars of merchandise, from Rolls Royce automobiles to Lux Soap, from Riviera Pears to Steinway Pianos.
You learn the salient facts behind these ads as well, often expressed in the words of the originator himself. Men who understood intuitively the workings of mass persuasion techniques long before they became widespread describe their own thoughts, reasonings, and hunches. Earnest Elmo Calkins tells about his experiences in creating Phoebe Snow for the Lackawanna Railroad. Bruce Barton tells about his work on the "Five Foot Shelf" ad, which increased eight-fold the number of coupons received. David Ogilvy describes his campaigns for Hathaway Shirts and Rolls Royce. Raymond Rubicam tells of Squibb's "Priceless Ingredient."More than 100 ads tell better than any textbook or professional analysis exactly what is the secret ingredient that makes an ad "click" when a thousand others fail.
- Sales Rank: #534493 in Books
- Published on: 2012-02-15
- Released on: 2012-01-18
- Original language: English
- Number of items: 1
- Dimensions: 10.70" h x .56" w x 7.85" l, 1.19 pounds
- Binding: Paperback
- 256 pages
From the Back Cover
Styles in advertising will change, but there is no copywriter, artist, or campaign planner who will not profit by studying proved successes, whether of 50 years ago or today. In this single volume are 100 of what are probably among the most successful advertisements ever to appear in print, plus an additiional 13 added especially for this edition.
These 113 ads are proven salesmen―almost every one had phenomenal results. They have not been included because of personal whim, or for their beauty. The ultimate criterion here is the only one that really counts: whether an ad did what it was supposed to do. These ads helped change the habits of a nation, built reputations, gave new expressions to the language and―first and foremost―sold millions of dollars of merchandise, from Rolls Royce automobiles to Lux Soap, from Riviera Pears to Steinway Pianos.
You learn the salient facts behind these ads as well, often expressed in the words of the originator himself. Men who understood intuitively the workings of mass persuasion techniques long before they became widespread describe their own thoughts, reasonings, and hunches. Earnest Elmo Calkins tells about his experiences in creating Phoebe Snow for the Lackawanna Railroad. Bruce Barton tells about his work on the "Five Foot Shelf" ad, which increased eight-fold the number of coupons received. David Ogilvy describes his campaigns for Hathaway Shirts and Rolls Royce. Raymond Rubicam tells of Squibb's "Priceless Ingredient."More than 100 ads tell better than any textbook or professional analysis exactly what is the secret ingredient that makes an ad "click" when a thousand others fail.
Retitled (1993) reprint of the second revised edition with 13 additional ads, first published by Dover Publications, Inc., in 1959.
Most helpful customer reviews
15 of 15 people found the following review helpful.
Learn From Some of the Greatest Copywriters
By Robert L. Choat
While some of the ads in "The 100 Greatest Advertisements" may seem outdated - there are many others that one can learn from. Copywriters such as - Claude Hopkins, John Caples, Raymond Rubicam, David Ogilvy, and many others - have shown that most of the great ads were written back then. Some people may believe that today's advertisements are better then they were back then. Not so. Direct response copywriters know that yesterday's copywriters are the one's to learn from. As a former ad agency owner and master copywriter - I keep these ads as part of my "swipe file." So can you.
8 of 8 people found the following review helpful.
A customer comment
By Modeland
"A customer" calls this thoughtful collection by Watkins "outdated" and of no value to a modern, savvy, cutting edge, tip of the iceberg, with-it, etc, etc, advertising wannabe, regardless of age, shape or fuel. And, that is the essence of what is wrong with what is being produced as advertising copy writers, producers, et. al. today. All huff, no puff.
(Yes, I were one)
6 of 6 people found the following review helpful.
Great swipe book for advertisers
By Amazon Customer
This book contains ads written by some of the best marketing minds of all time, such as Hopkins, Ogilvy, Caples, and others. While the ads are old, the copywriting is stellar and timeless. This book also contains the stories behind each ad and how they did commercially, which are a fun read if you're into advertising.
This is a great book for swiping ideas and/or copy, or finding inspiration for new ads. I highly recommend it.
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