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• Sales Rank: #15439728 in Books
• Published on: 1975-01
• Binding: Unbound

Most helpful customer reviews

39 of 39 people found the following review helpful.
If only life was like a box full of McPhee essays
By Sven Allenbach-Schmidt
All sorts of tasty satisfaction, with something of interest for all tastes. John McPhee is a master of the literate essay. He seeks out topics that most of us would never think to be interested in, and makes them available to us. Best of all, McPhee always remembers that it isn't just the technical details of a subject that are interesting, but the people. His essays can be found first in the pages of "New Yorker" magazine, but then usually make it out in book form quickly.
In "Giving Good Weight", McPhee serves up five splendid examples of the essayist's art. First, the title essay, about the produce sellers of the open-air farmer's market, the Brooklyn Greenmarket. McPhee interviewed, and sacked produce for, several of the sellers. His specialty, green peppers. He follows the sellers back to their farms, tracking the greens from seed to sale.
What if you had a dream of how to produce electricity cleanly, out-of-sight, and still be competitive? That's what Richard Eckert, subject of the second essay, 'The Atlantic Generating Station' had. McPhee focuses on Eckert and the other dreamers involved, but along the way gives us lots of information about oceangraphy, marine biology, the electrical utility industry, and nuclear regualation.
'Pinball Philosphy' is about the two best pinball players in New York City, at a time (1975) when public pinball was illegal there. We learn about the machines, the sub culture that saw pinball play as their life and work as the finacing mechanism to supply quarters, and tricks of play. Then, McPhee puts Tony Lukas and Tom Buckley head-to-head for play on a Williams Fun-Fest machine. Only the best flipper can win.
Next, we join McPhee and some cronies for canoeing in Maine, mostly on the St. John River, in 'The Keel of Lake Dickey'. McPhee's first mass market bestseller was his Alaskan classic "Coming into the Country" and in this essay he shows yet again his love and feel for nature.
The last, and best, essay in the book is 'Brigade de Cuisine'. This is about a restaurant, it's one man kitchen crew Chef "Otto" (hence the title), and his family. In the essay, McPhee never identifies 'Otto', the name of the restaurant, or even it's location. This caused quite a fuss with the professional food critics of New York when the essay was published in the 'New Yorker', as they couldn't believe that such a place could exist. In time they found the place, and did their best to destroy it, out of sheer pique. Fortunately, 'Otto' already had plans to move out West and open a new place. It would be fun if McPhee would write a sequel to 'Brigade' and tell us his view of all the fuss. Oh, for anyone who has read the essay, and might be interested to know, 'Otto's real name is Alan Lieb, and his restaurant was in Shohola. PA.

12 of 12 people found the following review helpful.
McPhee's best volume of "assortments"
By Eric Krupin
John McPhee is, by universal agreement, our greatest non-fiction writer. Although his single-focus books about geology and Alaska are the foundation of his reputation, I find this varied collection of shorter pieces to be the most enjoyable reading. My particular favorite is "Brigade de Cuisine" which details the single-minded dedication of a chef/owner to expressing himself in food. Mouth-watering stuff.
(A background story to illustrate the politics of the food world: The chef, who asked McPhee not to identify him, was quoted in the piece as saying that the famous Andre Soltner of Lutece used frozen shrimp in one of his dishes. The outraged Soltner demanded a retraction and McPhee, for perhaps the only time in his career, grudgingly complied. Rallying behind Soltner, its favored son, The New York Times dispatched a reporter to learn the chef's identity. Having done so, they printed a scathing review of his restaurant - one that is hard to reconcile with McPhee's rapturous descriptions of its food. The proof would be in the pudding, so to speak, but this sure sounds like a vendetta to me.)

16 of 39 people found the following review helpful.
Intelligent, humerous and painless reading
By A Customer
This is the first John McPhee book I ever read -- back when it first came out -- and I still recall it with pleasure. The subject matter is eclectic, the writing so seamless and flowing that you really don't notice that McPhee does write wonderful prose.

This is pure pleasure reading -- along the way, you'll learn quite a bit, but McPhee is sneaky. You don't even realize you're being educated.

Like E.B. White? Like intelligent, creative essays? You'll like this book, one of my favorite McPhees....

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[D160.Ebook] Ebook Download Absolut Book: The Absolut Vodka Advertising Story, by Richard W. Lewis

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Highlighting the award-winning marketing and advertising campaign of Absolut Vodka, this art and design book features over 250 pages of magnificent bottle art and iconic ads.

The absolute vodka advertising campaign has been running nonstop for fifteen years, which, in advertising, is practically forever. Industry insiders hail it as one of the most successful campaigns in the history of advertising, and the star of the ads is always the beautiful, artful, chameleon-like bottle from Sweden.

The Absolut ads are celebrated as much for their ingenuity as their longevity. They are full of wit, artistry, and imagination as they deftly communicate the brand's values, often containing little challenges to the reader to interpret just what's happening inside the ad.

Flip through the over 250 pages of magnificent bottle art featured in this beautiful graphic design book. This advertising book features 15 chapters each chronicling the long life of this world famous glass art.

In Absolute Book author, Richard Lewis of TBWA Chiat/Day, Absolut's advertising agency from the beginning, shares an intriguing, behind-the-scenes account of the birth and growth of this heralded campaign, its personalities and creators, and the paths they've taken to keep it perpetually fresh.

• Sales Rank: #965592 in Books
• Brand: Brand: Tuttle Publishing
• Published on: 1996-10-15
• Released on: 1996-10-15
• Original language: English
• Number of items: 1
• Dimensions: 11.50" h x .70" w x 9.00" l, 3.50 pounds
• Binding: Paperback
• 274 pages

Features

• Used Book in Good Condition

From Library Journal
Is it possible to create a worthwhile book about the Absolut Vodka's advertising campaign? Absolutely. TBWA/Chiat Day executive Lewis tells the story of the ad campaign that increased the sale of Absolut Vodka by 14,900% over 15 years. For ad junkies who want all the details, Lewis includes almost 500 Absolut ads along with commentary on how each ad was created and chosen. For example, "Absolut Clarity," which has a magnifying glass over the words "Country of Sweden," was used to emphasize that unlike most imported vodkas Absolut was not made in Russia. This book will have the greatest appeal among those who appreciate the creativity behind the pieces such as "Absolut D.C.," featuring an Absolut bottle wrapped in red tape. A warning: Lewis notes, "Librarians have to guard their magazines from being de-Absoluted." If your library has this problem, buying a book with 500 ads might be a risk. Still, this is highly recommended for libraries with an interest in advertising and marketing.?Emily Engel Moore, "Library Journal"
Copyright 1996 Reed Business Information, Inc.

From Booklist
It's an Absolut-ly unabashed commercial salute to one brand of vodka that has almost single-handedly defined the shape of creative magazine advertising for many years. New York City adman Lewis not only recounts the beginnings of the campaign and the U.S. launch but also documents the story of the long-term business relationship between client and agency. This 15-year saga of bottle as hero shows, first, relatively conservative ads (Absolut joy, Absolut anticipation, Absolut generosity), then segues to the by-now-expected, break-through-the-clutter commercial: the 1987 musical "holiday song" chip, a plastic record, and a packet of flower seeds. Best are the captions and some of the behind-the-scenes footage and prose, such as the fact that wheat was used to attract pigeons to Piazza San Marco to form the shape of a bottle of--what else? Absolut Venice, of course. Barbara Jacobs

Review
"Absolut's advertising is among the most effective, most honored and most imitated in marketing—inspiring some consumers, for instance, to collect the colorful ads like baseball cards—''Absolut Book'' may well appeal to readers beyond the confines of Madison Avenue or martini bars." —the New York Times

Most helpful customer reviews

0 of 0 people found the following review helpful.
Fantastic read. Especially for aspiring ad designers
By robert winn
Fantastic read. Especially for aspiring ad designers. The little details on how this massive campaign became a staple of advertising are fantastic and make for a great read. I've gotten 3 copies now to give to graphic designer friends for gifts, they've all loved this book. It breaks down each design and the process of how that particular ad and concept came to be and how it relates to pop culture or the likes relative to that time period. Very inclusive.

0 of 0 people found the following review helpful.
Best coffee table book!
By Peneloppe
I love Absolut ad's and have always wanted to get one. They are expensive new , so I got an used copy from an amazon seller. It came quickly and I flipped through the book for about 20 min when it arrived 2 days later. I love all the ads and they are all so clever. I might not get some of the modern art ones, but I love the city ones in particular. Anyway, I got this book for my new house and new coffee table book, I think it is one of the best hardcover coffee table book (marketing story book) ever.

3 of 3 people found the following review helpful.
Cheers!!
By Marcy L. Thompson
This is a terrific book, with information about how the wonderful Absolut vodka advertising campaign began. The real strength of the book is the collection of images. In some cases, looking at an entire campaign all together takes something away from the individual ads. This is not the case for these advertisements -- taken together, they are even cooler than they were in their original magazine contexts.
I just hope they will do a second volume when there are enough new ads to justify it.

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Your Introductory Guide to Krav Maga - 2nd Edition! Free bonus inside! (Right After Conclusion) - Get limited time offer, Get your BONUS right NOW! This is an introduction to the amazing world of Krav Maga, a self-defense option unlike any other! In Krav Maga: Contact Combat, you'll learn about this comprehensive self-defense technique. Learn about the history behind Krav Maga, its origins and how it grew to be an international phenomenon. Get a better understanding of how it is meant to help its students deal with a variety of attacks in multiple settings. As you will discover, this book covers: • How Krav Maga founder was inspired to create it from village attacks • Origins with the Israeli military • Adapted for Civilians’ Self-Defense • The Levels of Krav Maga • Who can use Krav Maga • International growth and acceptance • Teaching how to avoid confrontations No matter who you are, self-defense is important in the world we live in. Krav Maga was created for the military but has been adapted for civilians. No matter your walk of life, Krav Maga is an option for you! Not only can it teach you how to defend against attacks, but it can also teach you techniques on how to avoid the confrontation in the first place. This is a form of self-defense created to protect Jewish villages from Fascist attacks in the 1930s. Today, it is taught to help civilians protect themselves with natural movements and techniques. Read this book for FREE on Kindle Unlimited - Download NOW! Everyone needs to know how to protect themselves in a world filled with violent attacks, bullying and so much more. This guide will help you understand how Krav Maga works, wetting your appetite to try a class for yourself. Thanks to the easy to understand movements and techniques, you too could easily become a practicing student of the Krav Maga form of self-defense. Just scroll to the top of the page and select the Buy Button. Download Your Copy TODAY!

• Sales Rank: #1092555 in Books
• Published on: 2016-01-20
• Original language: English
• Number of items: 1
• Dimensions: 9.00" h x .28" w x 6.00" l, .39 pounds
• Binding: Paperback
• 124 pages

Most helpful customer reviews

0 of 0 people found the following review helpful.
Great Krav Maga Book For Beginners Like Me
By Vicente Sotto
This introduction to the krav maga martial art covers a brief history, the basics of the philosophy, and beginner strikes, blocks, and kicks. The creators of this book stress that it is not a substitute for training with a certified krav maga trainer. I found it to be a good introduction if you’re considering getting into krav maga seriously, or if you wanted a refresher. I also found there was plenty of practical advice on basic self defense for anyone.

The book then goes into describing basic blocks, strikes, and kicks. More difficult moves are also described, such as fighting on the ground. If you’re getting mugged on an evening walk, this could be where your fight ends up and it’s good to have some practical advice about how to get out of it. The book also goes over options if you’re facing an armed opponent.

Over all, I was very satisfied with this book. It provided more info than I was expecting, considering the short length of it. If you’re wondering if krav maga is for you, then this is a good way to check it out.

0 of 0 people found the following review helpful.
It's good to know that krav maga is designed for problem ...
By Andrea Abellana
Krav Maga is a system of survival, a system that deals with safety issues on a personal basis. When we are in the position of a real attack, there is only one form of defense that can help us that has minimum amount if injury to our self and that is Krav Maga. This training focuses on simple techniques for self-defense using the natural reactions of the body. Self-defense is something that everybody should learn, especially with the current situations in our surrounding.

This book aims to give us an idea of what may happen to us if someone attack us and we response back with the techniques that we learn on Krav Maga. On my personal opinion, i think its much better if the author includes some illustrations or photos that shows how every move is made for better understanding.

But overall, this book is an awesome source of information.

0 of 0 people found the following review helpful.
Taking caution
By Wesley Young
You never know when you're going to get attacked and if you learn self defense afterwards you will feel stupid for not doing it earlier. I know from experience, and before I learned self defense I thought for sure I could defend myself or manage somehow to get away unharmed. The reality is always very different and it is important to be always prepared. There are many self defense methods out there and it is important to find one that works for you. I have read up on many different self defense methods and Krav Manga is one I find works for me. This book is just an introduction to this form of self defense. Books can teach you a lot, but this is something you're going to have to train for physically, but this book goes a long way to getting you there.

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A linguist with attitude, R. L. Trask was a steadfast soldier in the never-ending War of Words, fighting the good fight for standard written English. Revered for its insight and legendary for its "cheek," Trask's Mind the Gaffe! is an indispensable guidebook for wordsmiths and language mavens of every stripe, providing safe passage through the ubiquitous minefields of improper usage.

• Artiste: This pretentious word . . . commonly means "fraud pretending to be an artist." Don't use it unless you mean to be insulting.

• Amoral, Immoral: An amoral person is one who does not know the difference between right and wrong. An immoral person knows the difference but does wrong anyway.

• Reaction: A reaction is a sudden and spontaneous response to a stimulus, such as jumping, shrieking, or fainting. The word is not properly used as a fancy word for any kind of considered response. If you circulate a policy document, you can ask others for their opinions, or for their criticisms, but do not ask them for their reactions unless you hope to hear responses like "I burst into uncontrollable laughter."

• Sales Rank: #2177077 in Books
• Published on: 2006-11-21
• Released on: 2006-11-21
• Original language: English
• Number of items: 1
• Dimensions: 8.00" h x .73" w x 5.31" l, .53 pounds
• Binding: Paperback
• 320 pages

From Booklist
Like Lynne Truss in her best-selling Eats, Shoots & Leaves (2004), the late Trask, an American linguist who relocated to England in 1970, brings an irreverent, opinionated sensibility to his usage handbook. Arranged in alphabetical order, the entries in this style guide cover the gamut of common lapses in the use of standard English in lively, candid language. In addition to defining the difference betweenaffect and effect and knowing when to use who and whom, Trask offers this opinion on the termfeminism: "so much sludge now appears in print, littered with invocations of 'herstory,' 'the Goddess,' and 'feminist science,' . . . that real feminism is in danger of being submerged." Trask has also taken it as his mission to confront the "jargon-ridden, buzzword--laden, content-free writing" that surrounds us in the form of junk mail, fawning celebrity pieces, and "New Age dross." Some readers may regard Trask's opinions as maddening, whereas others will find them refreshing, but there's sure to be agreement that this handy guide is thought-provoking. Joanne Wilkinson
Copyright � American Library Association. All rights reserved

About the Author

One of the most celebrated linguists of his time, R. L. Trask was a brilliant lecturer and the author of many popular works, including The Penguin Guide to Punctuation and The Penguin Dictionary of English Grammar. Born in New York State in 1944, he lived in England after 1970, and was Professor of Linguistics at the University of Sussex until his death in 2004.

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9 of 9 people found the following review helpful.
Strong opinions
By ThirdShift
I don't know why this printing also appears as "Say What You Mean!" by the same author, the content and layout is identical.

Do you know the difference between "deism" and "theism"? Or "logogram" and "ideogram"? Do you know the proper use of "comprise", "consist", "compose", and "constitute"? Linguist and professor Trask lays it out for you. If she had read this book, Octopussy would have said, "My father became a leading authority on OCTOPUSES." Not "octopi." If they had read this book, a major advertising company would not have written me asking if I was "interested or disinterested" in their product.

Arranged like a dictionary, here are 288 pages of the most misunderstood, misused, abused words in English. Trask also throws in a handful of style and usage guide, making this book useful to have at arm's reach. However, a minor quibble. The author has strong opinions on post-modernist writing in general, and some words specifically. Woe if you should use "hegemonic", "hermeneutic" or "non-linear" in your writing because it marks you immediately as a content-free post-mod moron. Trask may be on to something here, but I'm not sure opinions belong in a book such as this. Take another example, if you use the word "permissiveness", I quote here verbatim: " ... you're obviously fulminating about something. Maybe you should calm down." In the author's world, you don't make mistake in writing, you commit "blunders", you create "howlers", you appear "illiterate", your writing appears "idiotic" and you will be "immediately dismissed" by your readers for writting "nonsense."

This is the book form of a semester study with a smart, eccentric, curmudgeon-ly but beloved writing prof. If Trask weren't so saltily opinionated, the book wouldn't have been so fun to read, or stuck with me long after I read it. For that I suppose I could forget the quibble. There is one glaring error under the entry "Vietnamese Names", though. Trask got it backward, Vietnamese write their surname first. This shocking error is delivered with the same cocksure attitude about everything the author cares to opine on throughout the book making me wonder what else he's so certain about that's wrong.

I highly recommend this book, either to augment your style guides or to thumb through once in a while and make notes to yourself. There is one word which I have misspelled for years, "restaurateur" is correct, not "restauranteur." Professor Trask died in 2004, but I hope someone takes up this book and publish a second edition.

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• Published on: 2012-09-30
• Binding: Paperback

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