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Specifically geared toward designers and design students, this book provides a 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.
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.
Table of Contents
|What is Advertising?|
|The Purpose of Advertising|
|Who Creates Advertising?|
|The Project Process|
|Six Phases of the Project Process|
|The Creative Brief|
|Tools that stimulate creative thinking|
|The Brand Idea|
|Understanding the brand or group|
|The Big Idea|
|The Brand Idea|
|The Big Idea|
|Looking for an Insight|
|Visual Brief Collage Board|
|Thinking Creatively: More Points of Departure for Conceptualization|
|Let's end this discussion of idea generation with a question?|
|What Comes First--the Line or the Visual?|
|Deconstructing model frameworks|
|How to Convey the Advertising Message|
|Typography and Visualization|
|Designing with Type|
|Basics of visualizing form|
|Integrating Type & Image|
|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|
|Visual Basics for Screen-based Media MOTION|
|Campaigns & Storytelling|
|What is a campaign? What makes a campaign effective?|
|Designing for Print|
|Considerations for Print|
|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|
|About Motion and Motion Graphics|
|Designing for Websites|
|Platforms / Owned Media|
|Designing for Mobile|
|Considerations for Mobile|
|Designing for Social Media and Unconventional Marketing|
|Considerations for Social Media|
|Considerations for Unconventional Advertising|
|Table of Contents provided by Publisher. All Rights Reserved.|