Enhanced descriptions from Syndetics:

No doubt about it - Hermann Vaske, advertising wizard, winner of the prestigious Grimme award and member of the Art Directors Club knows all there is to know about the power and deception of advertising. Witty and eminently competent, he manages to extract interesting hometruths, amusing slip-ups and downright bizarre facts from the great and controversial giants of the industry. Entertaining and informative throughout, "Standing on the Shoulders of Giants" assembles some of the best exchanges, statements and sometimes distinctly surreal conversations with, amongst others, Oliviero Toscani (Benneton), Phillipe Starck, Tony Scott, Wim Wenders and Damien Hirst.

Table of contents provided by Syndetics

• Preface (p. 4)
• About the author (p. 6)
• It's very difficult to tell a joke in 30 seconds (p. 10)
• Introduction (p. 26)
• I'm just the writer (p. 28)
• Postmodern advertising is bollocks (p. 36)
• I couldn't rely on being a sweet kid (p. 46)
• Self-irony can be very winning (p. 52)
• The prettiest girls were around the creative people (p. 60)
• I didn't have the body copy (p. 72)
• The best advertising is a dramatization of the truth (p. 82)
• Death in Venice was badly shot by Visconti (p. 92)
• I take my little knife and cut away everything that does not look like an elephant (p. 106)
• The less you say the better (p. 122)
• Foreword (p. 134)
• Creative work is not a straight process (p. 136)
• Having a great idea is the nearest thing to giving birth (p. 148)
• Provocation is a form of generosity (p. 162)
• Communication is sacred (p. 174)
• There is no idea without execution (p. 188)
• It's right to be wrong (p. 200)
• Advertising should be poison gas (p. 210)
• I'm only interested in the new (p. 224)
• The human mind is like a car engine. It needs fuel (p. 238)
• Advertising is a parasite of society (p. 248)
• Introduction (p. 258)
• Originality is the art of concealing your source (p. 260)
• I've been shooting for 9 weeks with nine cameras and I'm 4 hours over schedule (p. 270)
• Culturally, the digital image seems to be a logical development (p. 278)
• You've got to catch the eye with the television set (p. 286)
• I don't shoot from the hip (p. 394)
• I invented Hype Art (p. 310)
• No creative work ever comes out of commitees (p. 322)
• All good ideas come from God (p. 330)
• Everything's relative (p. 348)
• Say it with a smile (p. 358)
• Advertising is a fingerprint of our time (p. 368)