Item Details

The Stuff You Can't Bottle: Advertising for the Global Youth Market

by King Adz
Format
Book
Published
New York : Thames & Hudson, 2013.
Language
English
ISBN
9780500290750 (pbk.), 050029075X (pbk.)
Summary
In the networked, multimedia era of Internet 2.0, the only way for advertisers and brands to connect with the notoriously difficult youth market is to get involved with the cultures and subcultures that make up their world. Here, King Adz shares his unique insight into the lives of young people across the globe. His research has taken him to skate parks, clubs, gigs, music festivals and street art events in Europe and North America, Brazil, Russia, China, India, Hong Kong, South Africa and beyond. In each location, he has talked to young people to find out what really fires them, and he has talked to the advertising creatives who have succeeded in connecting with them. No one can predict what youth will be into next month, but this book shows how creatives can grab its attention, build a relationship and crack the market.
Contents
  • 88 ways into the minds of youth : Begin here
  • Introduction: The stuff you can't bottle--
  • Where youth advertising is right now
  • Stussy : 30 years of social networking
  • Interview with a legend : Dylan Williams
  • Research
  • Intel car unpacking
  • How do you actually generate heat?
  • Hans Brinker : the truth sells
  • Staying up
  • Jay-Z & Bing : Decoded launch
  • That "fuck me!" moment
  • Levi's : denim dreams
  • Vans : selling authenticity
  • Communication becomes content becomes communication
  • New look : Style the Nation
  • Project/Hotel FOX
  • Creating moving digital content
  • VICE/Virtue
  • The art of separating the youth from their money
  • Heineken Star Player
  • Interview with a legend : George Lois
  • The digital domain
  • Viral video
  • "You've been Tango'd"
  • Diesel "SFW XXX"
  • Augmented reality
  • Doritos iD3
  • "Don-t Tell Ashton"
  • -- Social shopping
  • The "Whopper Sacrifice"
  • Anti-drug Facebook Timeline from Israel
  • Girl talk
  • SAS by CP+B Europe
  • BLK DNM
  • Mozambique Fashion Week
  • Consuming music
  • Interview with a legend : James Hilton
  • Nike True City
  • MINI Getaway / JVM Sweden
  • Does sex really sell?
  • Fame/celebrity
  • Barbie hangs out in Dalston
  • Photography is paramount
  • Interview with a legend : Oliviero Toscani
  • Corporate responsibility
  • Waves for Water/Hurley H20
  • Only The Brave Foundation : Millennium Village
  • Advertising as art (and art as advertising)
  • TalkTalk
  • A design for youth
  • Down under : Aussie creativity
  • Sneakerpedia
  • The power of rebellion
  • 55.Some renegade action
  • Truth®
  • The subculture sell
  • The youth/subcultures
  • Pilpeled T-shirts
  • The "emerging" (BRICS) markets
  • Brazil : Sao Paulo
  • -- Nike/Sport Club Corinthians Paulista
  • TIM beta
  • Interview with a legend : Guga Ketzer
  • South Africa
  • Interview with a legend : John Hunt
  • Nando's
  • The Black Diamond vs Smarteez
  • Soweto : creative hub/Thesis Social Jam
  • Lonely Finger
  • India
  • Interview with a legend : Viral Pandya
  • Royal Enfield
  • White Collar Hippies
  • Picky C. : Indian fashion blogger
  • "I feel up!"
  • China : Shanghai
  • Interview with a legend : Rob Campbell
  • Converse's skateboard journey in China
  • NeochaEDGE & the EDGE Creative Collective
  • Hypebeast
  • Russia : Moscow
  • Russian street adverts
  • The Boroda Project/Story Store
  • Old Spice
  • Interview with a god : Erik Kessels
  • The future : the stuff you can bottle
  • End here
  • The Back Section. The magic triangle : fast cheap good ; The ten commandments (the youth testament)
  • Top ten youth brands.
Description
342, [10] p. : ill. (chiefly col.) ; 26 cm.
Notes
Includes bibliographical references (page [346]) and indexes.
Technical Details
  • Access in Virgo Classic

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    a| The stuff you can't bottle : b| advertising for the global youth market / c| by King Adz.
    260
      
      
    a| New York : b| Thames & Hudson, c| 2013.
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    a| 342, [10] p. : b| ill. (chiefly col.) ; c| 26 cm.
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    a| Includes bibliographical references (page [346]) and indexes.
    505
    0
      
    a| 88 ways into the minds of youth : Begin here -- Introduction: The stuff you can't bottle-- -- Where youth advertising is right now -- Stussy : 30 years of social networking -- Interview with a legend : Dylan Williams -- Research -- Intel car unpacking -- How do you actually generate heat? -- Hans Brinker : the truth sells -- Staying up -- Jay-Z & Bing : Decoded launch -- That "fuck me!" moment -- Levi's : denim dreams -- Vans : selling authenticity -- Communication becomes content becomes communication -- New look : Style the Nation -- Project/Hotel FOX -- Creating moving digital content -- VICE/Virtue -- The art of separating the youth from their money -- Heineken Star Player -- Interview with a legend : George Lois -- The digital domain -- Viral video -- "You've been Tango'd" -- Diesel "SFW XXX" -- Augmented reality -- Doritos iD3 -- "Don-t Tell Ashton" --
    505
    8
      
    a| Social shopping -- The "Whopper Sacrifice" -- Anti-drug Facebook Timeline from Israel -- Girl talk -- SAS by CP+B Europe -- BLK DNM -- Mozambique Fashion Week -- Consuming music -- Interview with a legend : James Hilton -- Nike True City -- MINI Getaway / JVM Sweden -- Does sex really sell? -- Fame/celebrity -- Barbie hangs out in Dalston -- Photography is paramount -- Interview with a legend : Oliviero Toscani -- Corporate responsibility -- Waves for Water/Hurley H20 -- Only The Brave Foundation : Millennium Village -- Advertising as art (and art as advertising) -- TalkTalk -- A design for youth -- Down under : Aussie creativity -- Sneakerpedia -- The power of rebellion -- 55.Some renegade action -- Truth® -- The subculture sell -- The youth/subcultures -- Pilpeled T-shirts -- The "emerging" (BRICS) markets -- Brazil : Sao Paulo --
    505
    8
      
    a| Nike/Sport Club Corinthians Paulista -- TIM beta -- Interview with a legend : Guga Ketzer -- South Africa -- Interview with a legend : John Hunt -- Nando's -- The Black Diamond vs Smarteez -- Soweto : creative hub/Thesis Social Jam -- Lonely Finger -- India -- Interview with a legend : Viral Pandya -- Royal Enfield -- White Collar Hippies -- Picky C. : Indian fashion blogger -- "I feel up!" -- China : Shanghai -- Interview with a legend : Rob Campbell -- Converse's skateboard journey in China -- NeochaEDGE & the EDGE Creative Collective -- Hypebeast -- Russia : Moscow -- Russian street adverts -- The Boroda Project/Story Store -- Old Spice -- Interview with a god : Erik Kessels -- The future : the stuff you can bottle -- End here -- The Back Section. The magic triangle : fast cheap good ; The ten commandments (the youth testament) -- Top ten youth brands.
    520
      
      
    a| In the networked, multimedia era of Internet 2.0, the only way for advertisers and brands to connect with the notoriously difficult youth market is to get involved with the cultures and subcultures that make up their world. Here, King Adz shares his unique insight into the lives of young people across the globe. His research has taken him to skate parks, clubs, gigs, music festivals and street art events in Europe and North America, Brazil, Russia, China, India, Hong Kong, South Africa and beyond. In each location, he has talked to young people to find out what really fires them, and he has talked to the advertising creatives who have succeeded in connecting with them. No one can predict what youth will be into next month, but this book shows how creatives can grab its attention, build a relationship and crack the market.
    650
      
    0
    a| Young adult consumers.
    650
      
    0
    a| Marketing.
    650
      
    0
    a| Advertising.
    650
      
    0
    a| Young adults x| Attitudes.
    650
      
    0
    a| Young adults x| Conduct of life.
    650
      
    0
    a| Subculture.
    650
      
    0
    a| Target marketing.
    650
      
    0
    a| Young consumers.
    596
      
      
    a| 3
    999
      
      
    a| HF5415.332 .Y66 A39 2013 w| LC i| X030610978 l| STACKS m| CLEMONS t| BOOK

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