Advertising by Design (ePub)
Generating and Designing Creative Ideas Across Media
(Sprache: Englisch)
Don't miss the new updated edition of the complete guide to thecreative processes behind successful advertising design.
The second edition of Advertising by Design has beendeveloped and greatly expanded. Sill the most comprehensive text oncreative concept...
The second edition of Advertising by Design has beendeveloped and greatly expanded. Sill the most comprehensive text oncreative concept...
Leider schon ausverkauft
eBook
- Lastschrift, Kreditkarte, Paypal, Rechnung
- Kostenloser tolino webreader
Produktdetails
Produktinformationen zu „Advertising by Design (ePub)“
Don't miss the new updated edition of the complete guide to thecreative processes behind successful advertising design.
The second edition of Advertising by Design has beendeveloped and greatly expanded. Sill the most comprehensive text oncreative concept generation and designing for advertising, the bookincludes a number of features that make it an effective tool forinstructors, students, or anyone interested in this field. Thisincludes a practical approach to generating and designing creativeintegrated-media advertising for brands, organizations, and causesthat encompasses brand-building through engagement, communitybuilding, added value, and entertainment.
Fully supplemented with interviews from esteemed creativedirectors, along with real-world examples, Advertising by Design isboth a perfect text for courses that incorporate advertisingconcepts and design, and a valuable reference for anyone interestedin the creative side of advertising.
"While the blank piece of paper is exciting, it can also be avery scary place. Robin Landa has created a valuable tool forjump-starting the creative process across all platforms. This bookis a must-read for beginners and seasoned veterans."
-- Paul Renner, EVP Group Creative Director, Arnold Worldwide,Boston
"This is still the quintessential, step-by-step textbook foranyone interested in learning or teaching the fundamentals ofadvertising."
-- Alan Rado, IADT/Harrington College of Design
"The most enlightening textbook on advertising I've ever seen. Amust-read for any student of the ad biz."
-- Drew Neisser, CEO, Renegade
"So perfect for a creative strategist, transformational world.Very few books get it right about the evolution of creative. Thisone does, from strategy to storytelling to multiple mediasolutions. And it's still all about doing beautiful work."
-- Deborah Morrison, Chambers Distinguished Professor ofAdvertising, University of Oregon
The second edition of Advertising by Design has beendeveloped and greatly expanded. Sill the most comprehensive text oncreative concept generation and designing for advertising, the bookincludes a number of features that make it an effective tool forinstructors, students, or anyone interested in this field. Thisincludes a practical approach to generating and designing creativeintegrated-media advertising for brands, organizations, and causesthat encompasses brand-building through engagement, communitybuilding, added value, and entertainment.
Fully supplemented with interviews from esteemed creativedirectors, along with real-world examples, Advertising by Design isboth a perfect text for courses that incorporate advertisingconcepts and design, and a valuable reference for anyone interestedin the creative side of advertising.
"While the blank piece of paper is exciting, it can also be avery scary place. Robin Landa has created a valuable tool forjump-starting the creative process across all platforms. This bookis a must-read for beginners and seasoned veterans."
-- Paul Renner, EVP Group Creative Director, Arnold Worldwide,Boston
"This is still the quintessential, step-by-step textbook foranyone interested in learning or teaching the fundamentals ofadvertising."
-- Alan Rado, IADT/Harrington College of Design
"The most enlightening textbook on advertising I've ever seen. Amust-read for any student of the ad biz."
-- Drew Neisser, CEO, Renegade
"So perfect for a creative strategist, transformational world.Very few books get it right about the evolution of creative. Thisone does, from strategy to storytelling to multiple mediasolutions. And it's still all about doing beautiful work."
-- Deborah Morrison, Chambers Distinguished Professor ofAdvertising, University of Oregon
Inhaltsverzeichnis zu „Advertising by Design (ePub)“
Preface. Acknowledgments. PART 1 THE ESSENTIALS: PURPOSE, PROCESS, AND THINKING CREATIVELY. Chapter 1 What is Advertising? The Purpose of Advertising. Case Study: Youth Reckless Driving Prevention. Showcase: "Gotta Love It" by Tom Clark. Who Creates Advertising? Ethics. Chapter 2 The Project Process. Six Phases. Case Study: Behind the Scenes: MOMA / Tim Burton Exhibition/Big Spaceship. Showcase: Bill Schwab: The Gate Worldwide. Chapter 3 Creative thinking. Tools that Stimulate Creative Thinking. Showcase: Interview with Rosie Arnold. PART 2 FORMULATING AN ADVERTISING IDEA: WRITING AND DESIGNING. Chapter 4 The Brand Idea. The Big Idea. The Brand Idea. Case Study: Renegade. Showcase: Interview with Kevin Roberts. Chapter 5 The Big Idea. Idea Kickoff: The Six Essential Questions. Thinking Creatively: More Points of Departure for Conceptualization. Let's End This Discussion of Idea Generation with a Question. Chapter 6 Copywriting. Which Comes First: The Line or the Visual? Conventions. Writing Creatively. Style. The Writing Process. Feed Your Writing. 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 and Image. Showcase: Robynne Raye. Chapter 9 Composition. What is Composition? The Basic Compositional Structures. Basic Design Principles. Case Study: Schematic Touchwall. Directing the Viewer Though a Composition. Multiple Pages and Modularity. The Grid. Visual Basics for Screen-Based Media Motion. PART 3 DESIGNING ACROSS MEDIA. Chapter 10 Campaigns and Storytelling. What is a Campaign, and What Makes It Effective? Case Study: Mini Covert. Storytelling. Showcase: The Power of Story. Grabbing Attention. Chapter 11 Designing for Print. Print Basics. Considerations for Print. Chapter 12 Designing for Motion, Broadcast, and Broadband. And Now a Word from Our Sponsors... . Basics for
... mehr
Screen-Based Media. Basic Considerations for Motion. Basic Considerations for TV, Videos, and Web Films. Videos. Motion and Motion Graphics. Chapter 13 Designing for Web Sites. Web Sites. Web Site Basics. Web Site Development. Platforms/Owned Media. Case Study: Digital, "Swaggerize Me". Chapter 14 Designing for Mobile Advertising. Mobile Advertising Basics. Case Study: Storyboard, Sony Ericsson "Big Screen". Considerations for Mobile Advertising. Case Study: UrbanDaddy / The Next Move iPhone Application. Chapter 15 Designing for Social Media and Unconventional Marketing. Considerations for Social Media. Viral Intent. Unconventional Advertising. Considerations for Unconventional Advertising. Interview with Richard Binhammer. Case Study: Panasonic "Share the Air" Campaign. Glossary. Bibliography. Index.
... weniger
Autoren-Porträt von Robin Landa
ROBIN LANDA is a Distinguished Professor in the Department of Design at Kean University of New Jersey as well as a Designer, Branding Consultant, and Creative Strategist with her own firm, www.RobinLanda.com. She is the author of twelve books in addition to being a frequent speaker on the subjects of advertising, graphic design, branding, and creativity.
Bibliographische Angaben
- Autor: Robin Landa
- 2010, 288 Seiten, Englisch
- Verlag: John Wiley & Sons
- ISBN-10: 0470913002
- ISBN-13: 9780470913000
- Erscheinungsdatum: 22.12.2010
Abhängig von Bildschirmgröße und eingestellter Schriftgröße kann die Seitenzahl auf Ihrem Lesegerät variieren.
eBook Informationen
- Dateiformat: ePub
- Größe: 19 MB
- Mit Kopierschutz
Sprache:
Englisch
Kopierschutz
Dieses eBook können Sie uneingeschränkt auf allen Geräten der tolino Familie lesen. Zum Lesen auf sonstigen eReadern und am PC benötigen Sie eine Adobe ID.
Kommentar zu "Advertising by Design"
0 Gebrauchte Artikel zu „Advertising by Design“
| Zustand | Preis | Porto | Zahlung | Verkäufer | Rating |
|---|
Schreiben Sie einen Kommentar zu "Advertising by Design".
Kommentar verfassen