Advertising by design: generating and designing creative ideas across media

Specifically geared toward designers and design students, this book providesa detailed, illustrated, view of the development process behind great advertising. Topics covered include advertising ethics and the history of the profession to design composition and copywriting. Advertising by Design, Second Edition addresses all of the key advertising applications: print, television, ambient, social media, branded utilities, mobile media, and guerilla advertisting. The newly updated Second Edition also features creative thinking and brainstorming techniques, new exercises and projects, interviews with top creative and marketing pros, and new showcases and case studies INDICE: Chapter 1 What is Advertising? The Purpose of Advertising. Who Creates Advertising? Ethics. Chapter 2 The Project Process. Six Phases of the Project Process. The Creative Brief. Chapter 3 Creative thinking. Creative Thinking. Tools that stimulate creative thinking. Chapter 4 The Brand Idea. Understanding the brand or group. The Big Idea. The Brand Idea. Chapter 5. The Big Idea. Looking for an Insight. Visual Brief Collage Board. Concept-Generation Process. Thinking Creatively: More Points of Departure for Conceptualization. Letsend this discussion of idea generation with a question? Chapter 6 Copywriting. What Comes First--the Line or the Visual? Chapter 7 Approaches. Deconstructing model frameworks. How to Convey the Advertising Message. Approaches. Chapter 8 Typography and Visualization. Designing with Type. Visualization. Images. Basics of visualizing form. Integrating Type & Image. Chapter 9 Composition. What Is Composition? Three Basic Structures: Type-Driven, Image-Driven, and Visual-Verbal Synergy. Basic Design Principles for Single and Multiple Page Applications for Print and Screen. Directing the Viewer Through A Composition. Multiple Pages & Modularity. The Grid. Visual Basics for Screen-based Media MOTION. Chapter 10 Campaigns & Storytelling. What is a campaign? What makes a campaign effective? Storytelling. Grabbing Attention. Chapter 11 Designing for Print. Print Basics. Considerations for Print. Chapter 12 Designing for Motion, Broadcast & Broadband. And Now a Word from Our Sponsors . . . Basics for Screen-based Media. Considerations for Motion. Considerations for TV, Videos, & Web Films. Videos. About Motion and Motion Graphics. Chapter 13 Designing for Websites. Websites. Website Basics. Website Development. Platforms / Owned Media. Chapter 14 Designing for Mobile. Mobile Basics. Considerations for Mobile. Chapter 15 Designing for Social Media and Unconventional Marketing. Considerations for Social Media. Viral Intent. Unconventional Advertising. Considerations forUnconventional Advertising.

• ISBN: 978-0-470-36268-6
• Editorial: John Wiley & Sons
• Encuadernacion: Rústica
• Páginas: 288
• Fecha Publicación: 20/10/2010
• Nº Volúmenes: 1
• Idioma: Inglés