The 22 Irrefutable Laws of Advertising (and When to Violate Them)22条无不辩驳的广告规律

IS IS A GUIDE THROUGH THE UNCERTAIN FUTURE OF ADVERTISING, WITH A STAR CHART OF LUMINARIES TO SHOW THE WAY. IT EXAMINES THE NDERLYING PRINCIPLES AND THE LIVING BONES THAT SHAPE THE MOST CCESSFUL BODY OF WORK BEING DONE IN THE WORLD OF IDEAS TODAY. FOREWORD BY BOB ISHERWOOD,WORLDWIDE REATIVE DIRECTOR, SAATCHI & SAATCHI INTRODUCTION - THE RULES OF ENGAGEMENT (MICHAEL NEWMAN)
　　作者简介：Michael Newman studied Law before，happily.advertisng discovered him.Some years later, he became Executive Creative Director of Saatchi & Saatchi in Australia. during their most creativelv succcsstul and biggest growth vears: he sat on their worldwide creative board until late 2001. when he formed the ideas company.
brandnewman.
Hes' a regular columnist in trade magazines across several different countries, and has tourc'd and lectured on advertising subjects as far afield as Southeast Asia
and South America, In December 2003, he launched M&C Saatchis second agency network.DNA.in Australia. tie is author of the highly acclaimed advertising book
Creative Leads.

Acknowledgements
Forewo rd
Introduction—the Rules of Engagement
The Lawgivers
1 The Law 0f Simplicity(Ma rcello Serpa)
2 The Law 0f Positioning(Al Ries)
3 The Law 0f Consistency(1an Batey)
4 The Law 0f Selling(Dave Trott)
5 The Law 0f Emotion(John Shaw)
6 The Law 0f Love(Kevi n Robe rts)
7 The Law of Expe rience(Kash Sh ree)
8 The Law of Relevance(Anne Bologna)
9 The Law 0f Humour(James Lowthe r)
10 The Law of Dis ruption(Jean-Ma rie D ru)
11 The Law of JumP(Sebastian Tu rner)
12 The Law of Fascination(Reg B ryson)
13 The Law 0f I rreverence(Jim Aitchison)
14 The Law of Taste(Allen Rosenshine)
15 The Law 0f Topicality(MichaeI Newman)
16 The Law 0f the Silver Elephant(G raham Wa rsop)
17 The Law 0f the Chat (NeiI French)
18 The Law of Nice(Jamie Ba rrett)
19 The Lore of Negativity(Jack Vaughan)
20 The Law of Execution(Mike O’SulIivan)
21 The Law of Evolution(David Luba rs)
22 The Outlaw(MT Rainey)
Appendix 1—The Law 0f Deadlines
Appendix 2—The 10 I rresponsible C rimes Against Advertising (That Always Violate P rofits)
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