La travolgente storia della pubblicitagrave; vista da una delle piugrave; famose copywriter italianeLa cittagrave; cinese in cui si replicano solo falsi di quadri celebri; il panino al pollo con cui McDonaldrsquo;s egrave; riuscita a farsi accettare nel subcontinente indiano; una travolgente campagna pubblicitaria per una birra che nemmeno esistehellip; Queste ed altre storie pittoresche; divertenti ma anche estremamente significative aiutano a tracciare lo sviluppo del marketing nel continente asiatico: una frontiera in cui nulla di quanto egrave; assodato in Occidente da decenni pare poter essere riproposto tout court. Una frontiera in cui anche i mostri sacri della pubblicitagrave; americana hanno dovuto stravolgere le proprie logiche ridisegnando da zero approcci interpretativi e logiche di mercato alla ricerca delle giuste chiavi di lettura. Just Doing It - Il nuovo secolo asiatico egrave; la naturale prosecuzione del primo volume sui 100 personaggi che hanno cambiato la storia dellrsquo;Advertising: due libri agili; coinvolgenti; pensati sia per gli addetti ai lavori (come lrsquo;autrice Pia Elliott) che per i semplici curiosi.LAUTRICE: Pia Elliott ha lavorato come copywriter in agenzie internazionali ed egrave; stata co-founder di unrsquo;agenzia di pubblicitagrave;; Promos Italia (poi diventata parte del gruppo BBDO); dove molti creativi italiani si sono formati come copywriters e art directors. Passata piugrave; tardi alle Istituzioni; Pia Elliott ha coordinato campagne di comunicazione a livello europeo e si egrave; particolarmente dedicata alla comunicazione pubblica in occasione dellrsquo;introduzione dellrsquo;euro. Oggi scrive di pubblicitagrave;; tiene corsi e seminari a livello universitario e sta lavorando alla biografia di alcune musiciste del passato e contemporanee.
2014-11-06 2014-11-06File Name: B00RZU3ZPU
Review
1 of 1 people found the following review helpful. Words; words; words!By Steve MaasCredit Mr. McHugh for doing an enormous amount of research; but unless you are a musicologist youll find yourself plowing through far more than you want to know about the many iterations of the score and cast of the musical. Ironically; Mr. McHugh praises the creators for sacrficing songs and dances because they slowed the show and/or clashed with its spirit. If only the author had similarly pruned his book -- or put it in the hands of an aggressive editor. Particularly in his jargon-filled analysis of the songs; Mr. McHugh seems to be writing for fellow scholars rather than the general reader. At times; you feel like shouting: Write more with your heart and less with your head.All that said; Mr. McHugh does illuminate the key; but subtle; decisions that elevated "My Fair Lady" from being good enough to hard to beat. And he sprinkles the book with enough surprising anecdotes to keep you reading right to the end.8 of 9 people found the following review helpful. By George; McHughs done it!By Van C. GesselI have studied "My Fair Lady" for well over 40 years; but McHughs book has managed to open up incredible new vistas for me. He has delved with a scholars precision and thoroughness into archival material; autograph manuscripts; and private sources to present as complete and compelling a picture of the creation of this musical masterpiece as we can ever hope to have.McHugh adds to this treasure trove of material a deft and enlightening analysis of many of the critical aspects of the show: the music; the lyrics in their various stages; the personnel interactions and issues; the overall achievements of the musical. More than any other source I have examined; McHugh has helped to bring Fritz Loewe out of the shadows--where it was too easy to view him as a passive collaborator--and identify him as a fully involved musical genius. Perhaps most impressive of McHughs contributions here; however; is the manner in which he so carefully and persuasively demonstrates the originality and creativity of "Fair Lady; taking it beyond the standard critique as a mere "expansion" of "Pygmalion" and viewing it as the extraordinarily original and creative work of musical theatre that it is. He has also provided a necessary corrective to Lerners highly...er..."inventive" recollections of his own life and career! It has always fascinated me that he was so sublime on the micro level of writing the most intricate and thoughtful and moving of lyrics; yet at the same time so undisciplined at the macro level; especially in his personal life; but also; I think; in some of his work.Anyone with an interest in the musical theatre--most especially the musical theatre at its zenith; with "My Fair Lady" as its greatest example of achievement--should find this book informative; fascinating; and endlessly revealing. It is also an outstanding look at the creative squabbles; struggles; compromises; revisions; and ultimate genius of the men and women who worked together to produce this masterpiece of the theatre. I recommend this book with great enthusiasm. And as for McHugh: "He did it!"0 of 0 people found the following review helpful. ExcellentBy Charles EwingExcellent fact-based look into all aspects of the musical My Fair Lady. Easy read and quite interesting.
