MAD FOR ADS

A quick overview of common advertising tricks and techniques, with sample campaigns for young entrepreneurs and influencers.

Without taking a more than mildly alarmist tone Fyvie takes readers on an “AD-venture” to explore how advertisers consider placement, repetition, color, graphic design, testimonials, and like elements to attract notice, achieve brand loyalty, play on fears or aspirations, and, where appropriate, encourage children to use their “pester power.” Rather than cite actual people, products, or campaigns, she delivers general advice for readers with an interest in creating personal brands, online and otherwise, and also outlines general promotional strategies for a commercial product (“Bubblarious!® Bubble Gum”) and an e-waste recycling service (“Scrap Heap Fleet™”) to show some of the techniques in action. Along with describing how bait-and-switch and other deceptive practices work, she also discusses privacy in an age of data tracking and other issues—including racial and other representation in advertising. The closing resource list includes both handbooks and cautionary screeds. Turner casts actively posed human figures with brown, orange, blue, and green skin, as well as some in wheelchairs, in the cartoon illustrations scattered throughout. (This book was reviewed digitally with 10-by-17-inch double-page spreads viewed at 80% of actual size.)

Judicious as well as useful, even without real-world examples.