Hollow and disorganized

Each idea is 2 pages, which read left and right, occupied by one third and two thirds of text illustrations. This is perfect for understanding the subject in 30 seconds. But remains on the surface of the subject. Above all, I did not like most of the illustrations are too unknown to me (the book has been translated to English, and advertising still remains even for local part) are, most often, too unattractive. Many photographs seemed screenshots with poor contrast, all giving maronnasses and blurred images. I still remember the illustration to the idea 13 catalogs: it is a hilarious image of an old catalog by mail whose subject is "family sleepwear ski-look" (imagine a family of 6, so kinder family , all dressed the same way, to the "Bronzes font du ski" ... Moreover if you type those keywords in Google images above you will fall in the first illustration).

The ideas themselves seem to me from all over the place. There are the media: poster, radio, TV, Youtube, catalogs, etc. Every means of communication is an idea. There are marketing tools such as promotions or what they call "research" (focus groups etc.). There are communication axes (humor, surrealism ...). He even has ideas which are nothing other than the structuring of advertising agencies (ad agencies as such, globalized advertising agencies, strategic planners ...). And in this we find gloubi-boulga ideas as "women in advertising '(understanding, women also hold power in the advertising agencies)," advertising schools "or" offices open plan " .

In short, a book that I do not recommend. I do not even see how it can meet the public, the height for a book on advertising.

Note that for the French adaptation was entitled to a so-called preface by Jacques Séguéla. This is a very academic preface, very Potarde and applied sciences, which he combines in one very awkward paragraph an introduction to the author (whose holds nothing) and a vague reference to the sculptor César, to link the two with The idea of ​​100 ideas / collector. Otherwise the only French adaptations I have seen, besides the translation from English to French (of course) are a handful of illustrations (including ... an illustration of Jacques Séguéla, of course) and a title quoting The Voice in France.