9780470362686

Advertising by Design : Generating and Designing Creative Ideas Across Media

by
  • ISBN13:

    9780470362686

  • ISBN10:

    0470362685

  • Edition: 2nd
  • Format: Paperback
  • Copyright: 10/12/2010
  • Publisher: Wiley

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Summary

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.

Author Biography

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?
Ethics
The Project Process
Six Phases of the Project Process
The Creative Brief
Creative thinking
Creative Thinking
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
Concept-Generation Process
Thinking Creatively: More Points of Departure for Conceptualization
Let's end this discussion of idea generation with a question?
Copywriting
What Comes First--the Line or the Visual?
Approaches
Deconstructing model frameworks
How to Convey the Advertising Message
Approaches
Typography and Visualization
Designing with Type
Visualization
Images
Basics of visualizing form
Integrating Type & Image
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
Campaigns & Storytelling
What is a campaign? What makes a campaign effective?
Storytelling
Grabbing Attention
Designing for Print
Print Basics
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
Videos
About Motion and Motion Graphics
Designing for Websites
Websites
Website Basics
Website Development
Platforms / Owned Media
Designing for Mobile
Mobile Basics
Considerations for Mobile
Designing for Social Media and Unconventional Marketing
Considerations for Social Media
Viral Intent
Unconventional Advertising
Considerations for Unconventional Advertising
Table of Contents provided by Publisher. All Rights Reserved.

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