Details

Advertising by Design


Advertising by Design

Generating and Designing Creative Ideas Across Media
4. Aufl.

von: Robin Landa

57,99 €

Verlag: Wiley
Format: EPUB
Veröffentl.: 04.05.2021
ISBN/EAN: 9781119691518
Sprache: englisch
Anzahl Seiten: 288

DRM-geschütztes eBook, Sie benötigen z.B. Adobe Digital Editions und eine Adobe ID zum Lesen.

Beschreibungen

<p><b>A real-world introduction to advertising design and art direction, updated and revised for today's industry</b></p> <p>The newly revised Fourth Edition of <i>Advertising by Design: Generating and Designing Creative Ideas Across Media</i> delivers an invigorating and cutting-edge take on concept generation, art direction, design, and media channels for advertising. The book offers principles, theories, step-by-step instructions, and advice from esteemed experts to guide you through the fundamentals of advertising design and the creative process.</p> <p>With a fresh focus on building a coherent brand campaign through storytelling across all media channels, <i>Advertising by Design</i> shows you how to conceive ideas based on strategy, build brands with compelling advertising, and encourage social media participation. You'll also get insights from guest essays and interviews with world-leading creatives in the advertising industry.</p> <p>The book is filled with practical case studies that show real-world applications. You’ll also benefit from coverage of </p> <ul> <li>A quick start guide to advertising</li> <li>A thorough introduction to what advertising is, including its purpose, categories, forms, media channels, social media listening, and its creators</li> <li>Creative thinking strategies and how to generate ideas based on creative briefs</li> <li>Utilizing brand archetypes and creating unique branded content</li> <li>Composition by design, including the parts of an ad, the relationship between images and copy, basic design principles, and points of view</li> <li>How to build a brand narrative in the digital age</li> <li>Copywriting how-to's for art directors and designers</li> <li>Experiential advertising</li> <li>An examination of digital design, including subsections on the basics of mobile and desktop website design, motion, digital branding, and social media design </li> </ul> <p>Perfect for students and instructors of advertising design, art direction, graphic design, communication design, and copywriting, <i>Advertising by Design</i> also will earn a place in the libraries of business owners, executives, managers, and employees whose work requires them to understand and execute on branding initiatives, advertising campaigns, and other customer-facing content.</p>
<p>PREFACE X</p> <p>ACKNOWLEDGMENTS XII</p> <p><b>CHAPTER 1: ADVERTISING IS... 2</b></p> <p>The Purpose of Advertising 3</p> <p>What People Expect From Advertising 4</p> <p>Broad Advertising Categories 4</p> <p>Advertising Takes Many Forms 5</p> <p>Media Channels: Paid, Owned, and Earned 7</p> <p>Who Creates Advertising 8</p> <p>Advertising Media Channels 10</p> <p>The Ad Agency 11</p> <p>Career Competencies and Expectations 14</p> <p>Quickstart: What You Need to Know to Begin 15</p> <p>Sample Creative Brief 17</p> <p>Critique Your Own Solutions 18</p> <p>Social Responsibility 19</p> <p>Case Study: Liberty Hall 360: Revolutionary Wedding 20</p> <p>Interview with NiRey Reynolds, The One Club for Creativity 21</p> <p>Interview with Justin Moore, FCB West 24</p> <p><b>CHAPTER 2: COMPOSITION BY DESIGN 28</b></p> <p>Parts of an Ad 28</p> <p>Image-Copy Relationship Constructions 30</p> <p>Basic Design Principles 34</p> <p>Directing the Viewer’s Gaze Through a Composition 43</p> <p>Rule of Thirds, Z-Pattern, Corner to Corner, Dominant Movement 44</p> <p>Point of View 46</p> <p>Illusion of Spatial Depth 46</p> <p>The Illusion of Movement 48</p> <p>Campaigns by Design: Triplets Versus Cousins 48</p> <p>Integrated Media Campaigns 52</p> <p>What Makes a Good Integrated Campaign? 54</p> <p>Unifying the Touchpoints Throughout a Campaign 54</p> <p>Case Study: Domtar PAPERbecause 55</p> <p>Essay: Zombies, Aliens, English Soccer, and the Story of Integrated Advertising by Greg Braun 59</p> <p>Interview with Charlene Chandrasekaran, Droga5 London 62</p> <p><b>CHAPTER 3: ART DIRECTION 66</b></p> <p>Art Director's Role 66</p> <p>Art Direction Checklist 68</p> <p>Type by Design 68</p> <p>Clarity of Visual Communication 68</p> <p>Selecting a Typeface For Idea, Content, and Audience 69</p> <p>Image by Design 74</p> <p>Imagery 76</p> <p>Visualizing Form 79</p> <p>Integrating Type and Image 81</p> <p>Case Study: Matchabar "Hustle" 86</p> <p>Interview with Bernice Chao, R/GA California 88</p> <p><b>CHAPTER 4: BUILDING A BRAND NARRATIVE AND BRAND EXPERIENCES 94</b></p> <p>Brand as Promise 94</p> <p>Target Audience 95</p> <p>Strategic Thinking Underpinning the Brand Story 95</p> <p>Ad Idea and On-Brand Alignment 97</p> <p>Positioning 101</p> <p>Brand Story Considerations 101</p> <p>Strategic Approaches 103</p> <p>Archetypes 104</p> <p>The Bigger Brand Story 105</p> <p>Case Study: Dunkin’ Rebrand 107</p> <p>Case Study: HSBC: "Bank Cab" Program 109</p> <p>Interview with Renato Fernandez, TBWA\Chiat\Day Los Angeles 111</p> <p><b>CHAPTER 5: THE AD IDEA 114</b></p> <p>Creative Ideas 114</p> <p>Insights 115</p> <p>Ideas 117</p> <p>N.A.R.C.: What an Idea has to Do 117</p> <p>Idea-Generation Process 123</p> <p>More Points of Departure for Ideation 124</p> <p>Case Study: Burger King UK: "Meltdown" 130</p> <p>Case Study: Oscar Mayer: "Wake Up & Smell the Bacon" 132</p> <p>Case Study: Samsung 5G Fan Experience 133</p> <p>Interview with José Mollá, the community 136</p> <p><b>CHAPTER 6: STORYBUILDING AND CONTENT CREATION 144</b></p> <p>Storybuilding in the Digital Age 144</p> <p>The Core Brand Narrative: The Story Ecosystem 144</p> <p>Telling a Shareworthy Story 147</p> <p>Brand as Activist: Embedding Social Purpose 147</p> <p>Story Archetypes 150</p> <p>Story Basics 151</p> <p>Essay: The Power of Story by Alan Robbins 152</p> <p>Interview with Emlyn Allen, Grey New York 154</p> <p><b>CHAPTER 7: DECONSTRUCTING MODEL FORMATS 158</b></p> <p>The Appeal of Transformation 158</p> <p>Conveying the Advertising Message 159</p> <p>Basic Formats 161</p> <p>Case Study: Jordan Brand: "The Last Shot" 174</p> <p>Interview with Sophia Lindholm, Forsman & Bodenfors Sweden 176</p> <p><b>CHAPTER 8: COPYWRITING 178</b></p> <p>Purpose 178</p> <p>The Craft of Writing Headlines: One Dozen Guidelines 179</p> <p>The Headline and Image Relationship 180</p> <p>Taglines 184</p> <p>The Writing Process 185</p> <p>Case Study: The Art of Shaving: Evolution Campaign 186</p> <p>Interview with Julia Neumann, TBWA\Chiat\Day New York 187</p> <p><b>CHAPTER 9: THINKING CREATIVELY 192</b></p> <p>Tools that Stimulate Creative Thinking 192</p> <p>Creativity Through Making 202</p> <p>Case Study: The Art of Shaving Barber Spa 204</p> <p>Interview with Jayanta Jenkins, Disney+ and Saturday Morning 205</p> <p><b>CHAPTER 10: TV COMMERCIALS AND SOCIAL VIDEOS 208</b></p> <p>Storytelling in Time-Based Media 208</p> <p>Storyboard 208</p> <p>How a Commercial or Video Looks: Art Direction Essentials 209</p> <p>Commercials and Social Videos 212</p> <p>Strategy, Idea, Benefit, and Channel 214</p> <p>Commercial Checklist 218</p> <p>Case Study: Thinkthin Integrated Campaign 219</p> <p>Interview with Erin Evon, R/GA New York 221</p> <p><b>CHAPTER 11: WEBSITE, MOBILE, SOCIAL, EXPERIENTIAL, AND IMMERSIVE ADVERTISING 226</b></p> <p>Get the Audience’s Attention 226</p> <p>Experience Focused and Media Agnostic 227</p> <p>Website Basics 228</p> <p>Branding 229</p> <p>Desktop Website Design 229</p> <p>Website Development 233</p> <p>Mobile by Design 233</p> <p>Social by Design 238</p> <p>Experiential and Immersive Experiences by Design 241</p> <p>Case Study: BBC Civilizations AR 248</p> <p>Case Study: New Orleans Offline Playlist 250</p> <p>Essay: Adapting for Success by Michael Mierzejwski 252</p> <p>Interview with Gerard Crichlow, Interpublic Group 254</p> <p>GLOSSARY 256</p> <p>INDEX 264</p>
<p><b>Robin Landa</b> is a Distinguished Professor in the Michael Graves College at Kean University. She specializes in advertising ideas and art direction, creative thinking, graphic design and branding and has written bestselling books including <i>Graphic Design Solutions, 6th ed., Build Your Own Brand</i>, and <i>Nimble: Thinking Creatively in the Digital Age</i>.</p>
<p>The new <i>Fourth Edition of Advertising by Design: Generating and Designing Creative Ideas Across Media</i> delivers a cutting-edge take on ideation, art direction and design across media channels. It offers principles, step-by-step instructions, case studies, and advice from esteemed experts to guide you through the fundamentals of advertising art direction and the creative process.</p><p>With a fresh focus on building integrated brand campaigns through storytelling, <i>Advertising by Design</i> shows you how to conceive strategic and creative ideas that will resonate.</p><p>You’ll also benefit from:</p><ul><li>Creative thinking strategies and how to ideate based on creative briefs</li><li>Utilizing brand archetypes and creating unique branded content</li><li>Composition for advertising design</li><li>How to build a brand narrative</li><li>An examination of experiential advertising, mobile and desktop website design, motion, copywriting, TV commercials, online videos, and social media design</li></ul><p>Perfect for students and instructors of advertising design, art direction, graphic design, communication design, and copywriting, <i>Advertising by Design</i> also will earn a place in the libraries of business owners, executives, and managers whose work requires them to understand and execute on branding initiatives and advertising campaigns.</p>

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