Advertising by Design: Generating and Designing Creative Ideas Across MediaJohn Wiley & Sons, 2 nov 2016 - 264 pagina's A real-world introduction to advertising design in today's industry Advertising by Design is the most comprehensive, up-to-date guide to concept generation and design for advertising. Step-by-step instructions and expert discussion guide you through the fundamentals, as you develop the deeper understanding that connects the dots and sparks your creativity. Interviews with leading creative directors provide a glimpse into the real-world idea generation process, and case studies of successful ads allow you to dissect both the process and result to discover the keys to effective advertising. This new third edition has been thoroughly updated to reflect the industry's shift from print and TV ads to fully integrated transmedia campaigns, giving you invaluable insight into a broad range of media channels. New concepts and strategies for social media, digital media, pull marketing, creative content, and more are discussed in depth to help you tell an engaging story using every tool at your disposal. Ancillaries include PowerPoint slides and quizzes bring this book right into the classroom for a complete introduction to advertising design. Students seeking a career in advertising need the ability to generate idea-driven campaigns and adapt them for use in print, mobile, television, and social media formats. This book provides the well-rounded instruction required to succeed in the digital age.
Effective advertisers blend ideas, information, and entertainment in a way that reaches a range of audiences through a range of media types; this requires deep mastery of idea generation, copywriting, and graphic design. Advertising by Design helps you develop the skills and knowledge today's advertising industry demands. |
Inhoudsopgave
1 Advertising is | 2 |
2 Composition by Design | 18 |
3 Type and Image by Design | 52 |
4 Building a Brand Narrative in the Digital Age | 78 |
5 The Ad Idea | 90 |
6 Storybuilding and Content Creation in the Digital Age | 110 |
7 Deconstructing Model Formats | 128 |
8 Copywriting | 148 |
9 Thinking Creatively | 158 |
TV Web Film | 172 |
Mobile Social Websites | 190 |
Glossary | 220 |
229 | |
232 | |
EULA | 249 |
Overige edities - Alles bekijken
Advertising by Design: Generating and Designing Creative Ideas Across Media Robin Landa Gedeeltelijke weergave - 2016 |
Advertising by Design: Generating and Designing Creative Ideas Across Media Robin Landa Gedeeltelijke weergave - 2016 |
Advertising by Design: Generating and Designing Creative Ideas Across Media Robin Landa Geen voorbeeld beschikbaar - 2019 |