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Another video that captures the essence of this job

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The reader questions vol. 1

A reader of the blog - who says he's not gnugna, then the answer only in very exceptional cases - ask me, I

from 3 good reasons why I should go back to my town to do the job in the suburbs Instead of continuing to make sacrifices and coffee in an agency?

1) A friend of mine does the job in a small bookshop in Milan. He spends most of his time reading books and talking about books with each other and committed customers. Earns more than me. It amuses me more. It 's more relaxed and happy to go to work for me. Every night I fall asleep hoping that his colleague dies and leaves open the place.

2) The advertising agencies will disappear soon. The exact same service that provides an agency with 80 employees now can give a single person using a PC. Or two, if we want to preserve the philosophy of the creative couple. The only difference is that an agency is charging you a hundred times more. And the customers, although delayed, are beginning to understand.

3) The only positive side of being in an advertising agency account are pussies. Since you're a girl, if you do not have lesbian tendencies, you only so no reason to stay in an advertising agency.

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Understand advertising.

the 15th time I saw him, out of the emotional effect it causes, I noticed a little thing: the wall behind the gorilla's corporate colors (white and purple ) in the box of chocolate.

wall which is visually the gorilla which has instead the color of chocolate.

The gorilla is very clearly (the personification of) chocolate bar, full of joy and vitality.

To sum up, this commercial is based around the choice of art direction that there is more mundane and predictable (the use of the brand's corporate colors), and the great skill with which it has been disguised to put the product in the center of advertisement do with it without noticing.

So, this spot works because it was premeditated and planned by ad aware (and not by artists schizoid), with most of rationality and minimal creativity, and the client approved it because it's a good account will have explained what , and not because it was a very brave client.

Here it's all about engineering, not creativity. At it again carefully.

says: "The absence of premeditation" and "The idea was not to have ideas." Maddeche? Of course it's amazing how in this business we can get to manage multinational agency without knowing anything about this business.

I'm going to play a lot is better, go ...

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How do I create an advertisement

Many young people who aspire to do this job, along with smoking and psychotropic substances in the hallways of high school academies and various schools, they will ask how it is produced in practice an advertisement in a ' agency. Bando dunque alle ciance teoriche di cui vi rimpinzano manuali e professori, e ascoltate come funziona realmente questo magico processo che porta a intasare di parole patinate e immagini ritoccate le pagine di riviste e quotidiani.

Come ogni giorno, alle due e venti del pomeriggio, il copywriter jr rientra in agenzia dalla pausa pranzo, insieme al suo inseparabile compare art director jr. E come ogni giorno, alle due e venti del pomeriggio, l'account jr, che non mangia MAI insieme ai creativi e rientra SEMPRE in orario, li sta aspettando entrambi da venti minuti con la sua cartellina in mano.

I tre si trasferiscono allora nella sala riunioni (se è vuota - cioè mai) o alla scrivania di uno dei tre (se la sala meetings is not already occupied by another trio with senior level in the agency - that is, always). Here, diligently, jr account summarizes the 128 pages of briefing the creative, explaining in detail the requirements of the customer about the appearance of your ad. Meanwhile, the junior copywriter keeps himself busy peering into account cleavage jr jr art director and making sketches for his comic online. When the account

Jr. finishes talking and walks away in filing her nails, usually no earlier than twenty-five minutes, neither has heard a single word about the work to be done. The established technique at this point requires that the copywriter jr brief peek into the idiot short little phrase written under the "main benefit and the paraphrases in three seconds flat in another little phrase even shorter and idiot (which will become the definitive headline of the ad).

The skirting jr art director and then deals with the three hours of play a lot (RPG in which, thanks to all the time stolen from the job agency, I lack little vicemaster to become one of the most noble guilds). For its part, the art director jr Indesign opens, choose a picture at random from the database of images provided by the customer - who with cunning way of saving is refusing to release wheat for the rights of other images, or worse, the fee of photographers and / or illustrators - and now it sticks to the head with a base character type helvetica or ms sans serif, then moved to work on the new board of his online comic, he for three hours.

When it is almost six, and fifteen minutes to the delivery of work, send e-mail copywriter jr jr article a paragraph of text copied hastily from the first page of the brief, Article jr paste it in the photo, it adds the label of the product in the lower right corner and voila, your ad is ready living.

At this point, in five minutes, the two choose another photo from the database, Article jr twists it with filters and retouching unlikely, Copy jr we add a sentence on the obscene and surreal moment, the brand of the product is added in the upper right corner and voila, your ad is ready ghost.

This is done only to see the pair of copy-sr and art (if it is off to hell) to the creative director, approving praising the creative capacities of the subject - after the announcement ghost was built for this sole purpose - while the first goes straight into the hands of the customer's account and then jr, both soddisfatissimi the crap that is passed immediately to the printer, without requiring additional efforts to amend the duo Jr. - of the rest 'living proclamation was built for this sole purpose.

Così, alle sei in punto, dopo l'ennesima massacrante ma appagante giornata di lavoro, il copywriter jr e l'art director jr arrancano verso le rispettive magioni, mentre in basso scorrono i titoli di coda: "Arrivederci alla prossima puntata su come viene realizzato in pratica uno spot radio".

p.s.

Non sono stronzate.

Almeno dove sto io funziona davvero così.

Lo giuro.

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A video that captures the essence of this job

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The best advertisement

Se notate, il Blog Italiano del Pubblicitario Standard (BIPS) è a frantic pieces of advertising mail - sorry, advertising - cool from abroad, praised so exaggerated, and occasionally punctuated by advertisements homegrown miserable, so denigrated exacerbated.

irritating practice for at least two reasons (apart from whining xenophilia): first there is nothing more destructive of advertising like advertising, given that normal people like normal things as novels, films, comic books, programs tv, video games, sweets, estestica surgery, gardening, bondage, but not commercials and print ads, and secondly because none of the authors of these blogs takes their advertising in order to have an enlightening touchstone with those of others.

said that, for the first and only time in the history of this blog I also conform to this dominant fashion, commenting on a adv to my liking. Here it is:

Leaving aside the unnecessary head (which could also write a bit 'bigger, so he would not have the same shit with no visual above), I hope the seizure of power by a totalitarian government that requires that any advertising of any product should be made strictly in this way, using a half-naked supermodels, the deportation penalty for offenders.

would be a better world not only for the viewer, but also for those who do so instead of wasting at least the existence modest office in a somber, I would enjoy the passing of a photo shoot for Pirelli calendar to another.

In some ways it is true that the trend of Advaita Italian is already oriented themselves in this way, without direct superior, but it moves too slow, and they are still too many damn ads that do not show naked gnugne ...

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99 Francs, 26,900 Lira, Euro 13.89, etc. ...

the end I also read this book , popular and beloved in the environment because the author has done what he dreams of doing any advertising, or give up this thankless job disgraced colleagues, agency, clients and all circus advertising, just making fire by Young & Rubicam - where I'd give a lung to enter, if only for the salaries of 13,000 a month for senior copywriter - following the publication.

Found launch formidable, because on the one hand draws the familiar aura writer maudit across the Alps from the time of Baudelaire that is never out of fashion, and on the other counts right on the stupidity of millions of readers still willing to drink it.

What kind of courage it takes, in fact, stop doing the commercial with € 2 million in the bank account (see page. 92)? Rather, we should have a serious mental illness to continue do it ...

Furthermore, the author does not consider that the advertising "creative" pollute the universe as much as the "mediocre" (if we can establish a clear line between the two), for the simple fact that more publicity is precisely ... What this novel and, paradoxically and deliberately, if not a giant craft spottone copywriter? Succeeded perfectly, moreover, because as I said 99 Francs is appreciated - and especially bought * - by all. More

that his reflections on moldy Adorno / Horkheimer / Marcuse / Debord (yes, even if something does not seem to have studied), it might be more honest to admit that advertising is the basic form of any human communication, because every time we open our mouths we are trying to sell something - an idea, product, person, ... - To someone in exchange for something else - membership, money, sex, power, ...

because it is useless to rail against the advertising, then we might as well burn the Divine Comedy because it is nothing but an endless and a little 'boring copy to Christianity, and at the end when everything is destroyed, books, newspapers, internet tv movie pictures humanity, etc., go back to close up as apes in caves that have not yet touched the boulder black 2001: A Space Odyssey.

However, beyond the botched scopiazzatura Bret Easton Ellis (something for which the author has my sympathy, like all plagiarized), I like how he disguised the names, even if the elusive producer of yogurt "Madone" could also be recalled the claim "Mad-mad-mad ... Madone!", in addition to the "Mmm ... Madone" citing ... but perhaps not used in France.

ps this blog is updated and very badly for the following reasons:

- so do not read anyone;

- are not paid to write;

- my balls are on the blog updated daily;

- are a slacker.

* I have taken in the library, since the contrary Beigbeder's do not earn enough to afford the luxury of buying books.

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insightful comments to the blog of the ADC vol. 1

As good as he says Barbella the advertising is first and foremost a recycler, recycling for this post an comment I just posted on the blog pundits (if you click on "comment" does not appear, that they have canceled ... not bad, so you can read here below):

theory in advertising is one of ideas and the work of people who make it is to find ideas. it follows that, if one does not find more ideas or has not ever found, it should devote to them, leaving space for those who have the ideas there: it earn anything but just people who think just to keep his seat.

in practice the system is in the baronies of the university and to see the results simply by turning down the street, open a newspaper or turn on the TV.

so, to devote himself to think of something else, are the copy and art that make the deck for 700 euro per month and every day are drunk and the idiocies of senior creative directors who believe that the world has stagnated at 1981 and force them to do work unwatchable. after a while 'spring and diverted to a call center, where it earns more and saves you a sore liver.

and so the advertising is what it is.

"between a bit 'someone in danger of losing the seat?
but maybe! would be the greatest creative revolution ever seen in Italy since the Renaissance!

Update: I have just deleted the! Do not believe the narrow mindedness of these caryatids against young minds! I had not even given the bastards! Well, I do now to who I deleted the comment.

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find another job? Advertising

Sooner or later, anyone who thinks the copywriter to change jobs. Not only because it is being paid a pittance compared to a payment made to a small supermarket in the suburbs, has little prospect of career and extensive of being hunted, he is forced to spend all day and sometimes at night and weekends in an environment where disrespect to the role of the other is the rule (for example, one of the greatest unsolved mysteries of Advaita is to serve the planner what the hell, apart from decorating the meeting room if they are beautiful fillies) but we must always pretend the greatest harmony, his desk - when you have it - is the smallest and most awkward and uncomfortable office smaller agency, but especially for a reason purely existential : sense that he spent his life writing crap to sell products of shit?

His second thought, at this point is to try to earn a living in areas where the writing is more dignified. It will, however, faced with an insurmountable obstacle, namely that to make the novelist, journalist or writer must write at least 10 if not 100 times more than one copy, which already had serious problems in a brochure complete with two doors five lines of text per leaf, leaves lose before you start. The same goes for the editor: the amount of writing is more limited, but we must be able to read entire books derive riassuntini and biographies for the flap or back cover, which actually makes it another job outside the its scope.

remain only the poet or the graffiti, but no one can live with these activities. Here then is the alternative prospect of finding a real job outside the field of writing, where skills are usually required precise, constant and tangible results. Concepts that are enough to bring the mind of a copywriter on the brink of madness, and to keep his miserable job through clenched teeth.

This explains why many change jobs to become a copy, but no copy changes jobs to become someone else.

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reverse

Basically this blog is a little experiment on the figure of negative advertising copywriter and advertising as a whole. Bring it on because I like to write only pubblicità inversa, ma dato che ovviamente nel lavoro non mi sarà mai permesso di scriverne nemmeno una parola, l'unico spazio in cui posso farlo è questo.

Il tratto peculiare della pubblicità inversa è che non funziona, e per questo nessuno la fa. Nessuna bibita ha e avrà mai come claim "Un intruglio schifoso che fa male alla salute e al portafoglio". Al limite i pubblicitari fanno quel giochetto che si chiama trasformare un minus in un plus, come in " Il rhum più bevuto nei peggiori bar di Caracas ", per citare un noto esempio. Però questa è pubblicità che funziona e fa vendere alla grande, mentre io vorrei proprio fare pubblicità che non funziona, consapevolmente e programmaticamente voted for failure, rather than to hurt sales to increase, at best to shut shop on the street throwing it to the customer.

One technique that I'm refining, to approach this ideal, is to write advertisements Loffi voluntarily, giving the impression of being quite effective (and as the customer lives always just on the surface, so he appear and so are usually approved), while in-depth work to destroy the product by creating consumer in an irremediable sense of aversion to the brand. Which, without realizing it, are 9 ads in 10, but just because they are totally incompetent their job, while I act as my desire and precise.

a pity not being able to post and comment on some examples, otherwise I would be fired and I could no longer pursue my evil plan ...

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Why is it that a young man decides to make the copywriter (or advertising in general)

The relationship between advertisers and consumers is essentially sadomasochistic, a much greater extent than is that between producers and consumers, I rejoice in advertising not only convince you to buy and use, but also want a product that actually you do not need to improve your life at any point, and generally is more expensive than products of the same quality or even higher, and then in short to hurt you, while you enjoy the consumer to be convinced that this shit that you are constantly surround what you want to be happy, but deep down you know that the only real pleasure is proving to be fucked by this illusion and suffer with each new purchase you make.

It follows that, in essence, the motivation that drives a young man to become a copywriter (or art director, account planner, ... in short, to work in advertising) is the cruel nature intimately, which can lead to almost inhuman monstrosity.

In this sense, the largest and most unique advertising history was Adolf Hitler without doubt. By creating a communication campaign to perfect his delusions, through clever claim as The human race has become strong in perpetual struggle, and can only perish in perpetual peace , an incredibly effective logo (the swastika), surrounding the value of employees Albert Speer as and Leni Riefenstahl to orchestrate events and film major impact, he managed to sell his vision abhorrent to millions of people who have followed up the destruction.

course, it was the first and unfortunately not the last of the dictators, but none as he has understood and practiced so successfully the fundamental mechanism of communication sadomasochistic advertising. Probably, in this field, the only role that has been lacking is to illustrator.

So believe me, the only thing that saves the world is that advertisers have very little power (at least once had the money, now even more than) and the most they can express their wickedness in the push to buy shoes the sole which then becomes detached and diapers that are trickling out to pee, because if it were otherwise ...

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Write a winning CV

First, avoid treating you the graphic layout, otherwise the result will be painful (see this blog, for example). Rather, frigates that the CV of a friend or art, unless you have friends, look for a well-made with google. I had taken only ten minutes to find a perfect site for an engineer from Treviso.

Let's see the entries:

Personal - declared to have at least two years younger than your real age. If for some reason were to discover, you can always say that you forgot to update it. I think that at least up to 28 years will leave on 24 hp, the bizarre sight as rooted belief that creativity goes hand in hand with youth.

Objectives - It is better if you say you want to do the copywriter, instead of your real professional ambitions how to become a sommelier or porn film director.

Studies - is the diploma that the degree they have taken with very low ratings, and the second well fuoricorso. No problem, forget the vote of the diploma and then put "graduated with honors in ..." again without unnecessary numbers, specifying when the one you have started but not finished. Add that you have taken exams in various subjects such as "advertising techniques", "semiotic analysis of advertising", "principles of marketing", etc ..., even if in reality you've studied Romance languages \u200b\u200band bullshit like medieval historiography.

Work experience - this is the section where you have to really demonstrate the ability to juggle with words. Calling to the waiter in the bar downstairs gets here, "Team Manager" and have given reps Latin greenhorn high school "Former Manager", and so on for any other chore very least, the important thing is to translate it into English as the management of something. The key however is to give the idea that you are able to scribble, and you enjoy it as well, so do not forget to brag collaboration with newspapers do not exist, he had scripted a dozen short films won awards at festivals niche and have won some international literary contest Conceptual poetry.

Languages \u200b\u200b- fluent spoken and written English of course, better if supported by an elusive certificate to a learning vacation ever made in Australia. No matter if truth does not even know to translate "just do it", in practice the agency to rely on all the English, the director down, the Pakistani lavacessi speaks ten languages. Then passed off as a good knowledge of French, English and German (that there will never be a pipe), and a touch of class, boast that you are studying Chinese, demonstrating it with a doodle that should provide your name and instead it was merely a doodle.

Skills - shoot excellent skills in any program that comes to mind, especially if you do not even know how impostare il correttore ortografico di word, e anche qui non preoccupatevi che la vostra ignavia venga scoperta, ché per fare il copy basta e avanza il blocco note.

Interessi - segnalare quelli reali come film blockbuster, fumetti e videogames va bene, però dovreste aggiungere anche frottole come l'amore per i romanzieri francesi dell'800, il cinema espressionista tedesco e la musica di Mahler e Rachmaninov. Inoltre non fate l'errore di snobbare gli sport o peggio esibire la vostra miserrima passione per la partita di calcetto del venerdì con gli amici: la vostra assunzione dipenderà per il 90% che dal cv risultiate cintura nera di karate, esperto di pesca d'altura o di qualche altra boiata che possa far colpo sul creative senior who will examine you.

Finally attach a portfolio plagiarized as described in the previous post and you have the perfect resume for an aspiring copywriter. If you are very ambitious and confident you can complete it and then vomiting on to tell the interviewer that you have added your true creative sap, if not call the emergency within five minutes, a place for you to be CEO is assured.

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Praise of creative crisis

One of the three most common phrases in the magical world of advertising (excluding those containing profanity) today is that in Italy there is a deep creative crisis . The other two are abroad so that there is room for creativity and in a little while 'there's the Chinese that make us the butt . Probably the only definitive solution to all three questions is to start writing characters with the slogan, but nobody can do it then all that remains is to continue to complain.

In fact, the real problem is that the so-called creative myopia prevents them from grasping the immense advantages of this crisis, and hope that it continues to deteriorate even more.

First, if the average level of Advaita is so low as they say, do not bump too much to give birth to a text or graphics that look decent even if they are not, conversely, if we were surrounded by ads and creatively brilliant spot, we all copy and art of little talent we even harder time finding work - in practice would not be enough to adapt to poorly paid work experience, would we have to make good the expenses and benza Agency.

addition, the experience of finding beautiful and original idea and be so careless to propose is perhaps the most traumatic thing that can happen to a junior copywriter: seniors will be accused of having copied from an American manifesto of the year ' 60 (the same source from which they get all their ideas), the customer boccerà angry because considered too ahead of its target of lobotomized accounts are angry because you're disappointed with the customer, the creative director is disappointed because you incazzerà accounts and so on. Believe me, I've been there and I live in fear of repeating the same mistake, although, fortunately, have learned how to avoid this trap.

The safest method is to use the same words contained in the briefs with minor variations, for example if you copy jr. in brief it says there want to convey the idea that our cookies are a healthy breakfast for every child and energy, the best slogan you can propose it be Our cookies, and energy for a healthy breakfast every child : seniors look at you with fake or true compassion approval (but you evitato il pericolo mortale di essere considerato una minaccia per la loro poltroncina), il cliente gongolerà di soddisfazione per aver risposto così perfettamente alle sue esigenze (data la sua stupidità, è impossibile che si accorga che il lavoro l'ha fatto tutto lui e dunque i soldi pagati all'agenzia sono buttati nel cesso), gli account saranno felici che hai soddisfatto il cliente, il direttore sarà soddisfatto che hai reso felici gli account e via dicendo.

Applicando con costanza questo sistema, il risultato sarà che passerai le tue giornate sereno e riposato, trascorrendo la maggior parte del tempo nascosto dietro il tuo monitor a cazzeggiare su messenger o a giocare a lot , senza l'assillo having to rewrite things ten thousand times, and to inspire envy and suspicion among his colleagues.

At this point you may wonder: ok, but then what do we put in the portfolio only if I write rubbish? Simple, just fill it with fake works copied by American posters of the '60s. As everyone does, in fact.

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School of Copy

With the only one, sinister and stated intent to lure visitors to this blog in swaddling clothes and tie me to a question on what demiurges of Advaita, that is: what are the criteria to choose a course of communication? Not sbracare in the usual generalities, rephrase the question regarding in my field: what is the ideal course of study for an aspiring copywriter?

Answer: middle school.

Unfortunately I I realized only too late, but the mean (if attended school in a mid-level good) provide all the wealth of theoretical and technical skills it needs a copy, or the mastery of basic grammar and syntax of the Italian language. Indeed, the medium will also teach superfluous details such as the conjugation of the subjunctive past perfect, that no copywriter ever use in his personal and professional life.

This indisputable fact, which also applies in the case of copywriting specialist such as medical or financial (so enough to be able to summarize the texts of the briefs, other skill you learn through the medium of a subsidiary) is borne out by common sense: find me a sane person who really think that giving birth licks like "Where there is Barilla's home" or "A phone call will lengthen the life" we need a diploma, one or more degrees and maybe even a master . Higher education serves only to know how to use the word "demiurge" in an ironic sense in a blog as you would use in advertising for expressions more accessible - even by children, in fact - as a "pundit" or "bigwigs."

Besides, if I started doing the copy to 14 years, this time with an experience I would have decades of creative director, assistant aid instead of the copy submitted to the senior. This course in an ideal world, because the system works in the real world you need to shell out thousands of euro to attend a school of communication for the sole purpose of securing the hook to enter the agency (or more often as an intern under nullapagato) without will be taught nothing beyond the best way to be recommended, and not infrequently happens that someone does not learn this and then remain the same distance.

skip this step, you can still hope to enter as a copywriter in an agency, but only in the capacity of a messenger, not the salary of an office boy and without even the hope of being hired as a messenger, because when you've broken and you I go there will be others who dream of one hundred copy deliver parcels free of charge for you.

Col piece of paper from the school of communication, however, you are lucky enough not to have to do heavy work but only photocopies and coffee for their superiors, pick up the mail - just the letters, however, leave them in bundles what you do not have the diplomino Academy or IED - and answer the phone when the secretary is bathroom (ie always), given the greater aura of respect that surround you.

So, if nothing else, save yourself a hernia.

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How is it that a young man decides to make the copywriter.

We are in September and un'uggiosa day this dreary month I happen to graduate, of course fuoricorso, after having spent an entire year to write a thesis so boring that my supervisor if the land still on the table instead of MELLODYN.

So the next day I have to ask myself the classic and anguished plea that all graduates are too lazy and / or inept to get it done before they have to face: "Now what the hell do I?"

At that while mentally I listed all of the occupations of my knowledge, without finding that it was extremely difficult and unpleasant humiliating, I wonder why and wherefore I somehow springs to mind having a play with Massimo Boldi and reviewed a lot of times on TV, My wife is a beast , famous for its sublime opening words in which a Boldi caveman cavemen warns his friends to the presence of a group of cave gnugne constantly yelling "Cafi CAFI CAFI CAFI CAFI CAFI" (my purpose in life is to be able to let me pass this as a gag headline for a commercial progress on equal opportunities, for example, shares rose: CAFI More in parliament). The

Vera Illuminazione però la trovai nel ricordare la scena in cui il Boldi degli anni '80, che lavora in un'agenzia pubblicitaria milanese, di fronte al suo capo che gli chiede lo slogan per un'acqua minerale, tira fuori un foglietto di carta, presenta il suo lavoro come frutto di grande sforzo e genio creativo e infine annuncia: "Acqua minerale Taldeitali... Bella fresca!!!".

Voglio fare il lavoro di Boldi in questo film , mi dissi allora, questa cosa di scrivere la pubblicità sembra proprio un giochetto divertente, per nulla faticoso sgradevole e mortificante... sì, ho deciso, farò lo scrittore di pubblicità! (qui ci vorrebbe un link al file sonoro del tipico CRACK di un fulmine che suggella drammaturgicamente le Grandi Scelte, ma non ho voglia di mettermi a cercarlo perciò accontentatevi di immaginare).

Scrittore di pubblicità, proprio così, perchè allora - e parlo di otto mesi fa - non sapevo nemmeno che questa figura si chiamasse copywriter, anzi a dirla tutta ero convinto che il copywriting fosse qualcosa legato al copyright (credo per l'assonanza fra i due termini), e il copywriter una specie di giurista nel campo del diritto d'autore o simili, ed essendo pigro e inetto non avevo mai sentito la necessità di sanare questa ignoranza, senza aver nemmeno la scusante di essermi laureato che so in Ingegneria spaziale o Biologia molecolare, bensì indovinate un po'... già, proprio in Lettere.

Anyway, finally found the name of the work I had decided to do, so I started looking for him ... but that's another story.