Wednesday, January 17, 2007

Become a Student of Advertising

One of the most important things you can do to get a job in advertising and be successful is to become a student of the craft. This has nothing to do with earning or possessing a degree in advertising.

Unfortunately, most universities don't prepare you for a career, getting a job or becoming a student of advertising. According to noted columnists, authors and creative directors
Ask Jancy, unless you attended a portfolio school, the University of Texas or Syracuse University, it's probably up to you to the next level.

Start by learning what good advertising is and, more importantly, why it's good. Constantly devour ads and blogs to see the best work, the worst work and experience lots of advertising philosophy. Here's a list of resources to start with:

  • Hey Whipple, Squeeze This - If you only read one book about advertising, make it Luke Sullivan's. It's the bible.
  • Pick Me: Breaking Into Advertising and Staying There - The book from the aforementioned duo, Ask Jancy, is devoted to answering questions about getting a job in advertising from fellow wannabe art directors and copywriters.
  • American Copywriter - Creative directors John January and Tug McTighe do their song and dance about advertising through a podcast and a blog.
  • Ads of the World - A colossal gallery of advertising from around the globe. It also has a forum where you can post your ads and get feedback. But beware, these guys are extremely critical.
  • Talent Zoo - This advertising specific site has job listings and average salaries broken down by specific jobs and cities.
  • - Check out interviews with big-time ad people, see portfolio showcases and check out student work in the forums.
  • Crispin Porter + Bogusky employee handbook - A great manifesto about making advertising great and how to do it in an agency.
If you're saying, "I've already read these," then you're one step closer. If not, get to work. Either way, keep tuning in - we're moving on to the advanced lessons.

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