Advertising by Design : Generating and Designing Creative Ideas Across Media

by Landa, Robin

• ISBN13: 9780470362686
• ISBN10: 0470362685
• Edition: 2nd
• Format: Paperback
• Copyright: 2010-10-12
• Publisher: Wiley

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

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