BN.com Gift Guide

Advertising by Design: Generating and Designing Creative Ideas Across Media / Edition 2

Paperback (Print)
Rent
Rent from BN.com
$16.93
(Save 72%)
Est. Return Date: 02/18/2015
Used and New from Other Sellers
Used and New from Other Sellers
from $27.89
Usually ships in 1-2 business days
(Save 53%)
Other sellers (Paperback)
  • All (12) from $27.89   
  • New (7) from $44.53   
  • Used (5) from $27.89   

Overview

Don't miss the new updated edition of the complete guide to the creative processes behind successful advertising design.

The second edition of Advertising by Design has been developed and greatly expanded. Sill the most comprehensive text on creative concept generation and designing for advertising, the book includes a number of features that make it an effective tool for instructors, students, or anyone interested in this field. This includes a practical approach to generating and designing creative integrated-media advertising for brands, organizations, and causes that encompasses brand-building through engagement, community building, added value, and entertainment.

Fully supplemented with interviews from esteemed creative directors, along with real-world examples, Advertising by Design is both a perfect text for courses that incorporate advertising concepts and design, and a valuable reference for anyone interested in the creative side of advertising.

"While the blank piece of paper is exciting, it can also be a very scary place. Robin Landa has created a valuable tool for jump-starting the creative process across all platforms. This book is 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 for anyone interested in learning or teaching the fundamentals of advertising."
— Alan Rado, IADT/Harrington College of Design

"The most enlightening textbook on advertising I've ever seen. A must-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. This one does, from strategy to storytelling to multiple media solutions. And it's still all about doing beautiful work."
— Deborah Morrison, Chambers Distinguished Professor of Advertising, University of Oregon

Read More Show Less

Product Details

  • ISBN-13: 9780470362686
  • Publisher: Wiley
  • Publication date: 10/12/2010
  • Edition description: New Edition
  • Edition number: 2
  • Pages: 288
  • Sales rank: 330,355
  • Product dimensions: 8.50 (w) x 10.70 (h) x 0.70 (d)

Meet the Author

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.

Read More Show Less

Table of Contents

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 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.

Read More Show Less

Customer Reviews

Be the first to write a review
( 0 )
Rating Distribution

5 Star

(0)

4 Star

(0)

3 Star

(0)

2 Star

(0)

1 Star

(0)

Your Rating:

Your Name: Create a Pen Name or

Barnes & Noble.com Review Rules

Our reader reviews allow you to share your comments on titles you liked, or didn't, with others. By submitting an online review, you are representing to Barnes & Noble.com that all information contained in your review is original and accurate in all respects, and that the submission of such content by you and the posting of such content by Barnes & Noble.com does not and will not violate the rights of any third party. Please follow the rules below to help ensure that your review can be posted.

Reviews by Our Customers Under the Age of 13

We highly value and respect everyone's opinion concerning the titles we offer. However, we cannot allow persons under the age of 13 to have accounts at BN.com or to post customer reviews. Please see our Terms of Use for more details.

What to exclude from your review:

Please do not write about reviews, commentary, or information posted on the product page. If you see any errors in the information on the product page, please send us an email.

Reviews should not contain any of the following:

  • - HTML tags, profanity, obscenities, vulgarities, or comments that defame anyone
  • - Time-sensitive information such as tour dates, signings, lectures, etc.
  • - Single-word reviews. Other people will read your review to discover why you liked or didn't like the title. Be descriptive.
  • - Comments focusing on the author or that may ruin the ending for others
  • - Phone numbers, addresses, URLs
  • - Pricing and availability information or alternative ordering information
  • - Advertisements or commercial solicitation

Reminder:

  • - By submitting a review, you grant to Barnes & Noble.com and its sublicensees the royalty-free, perpetual, irrevocable right and license to use the review in accordance with the Barnes & Noble.com Terms of Use.
  • - Barnes & Noble.com reserves the right not to post any review -- particularly those that do not follow the terms and conditions of these Rules. Barnes & Noble.com also reserves the right to remove any review at any time without notice.
  • - See Terms of Use for other conditions and disclaimers.
Search for Products You'd Like to Recommend

Recommend other products that relate to your review. Just search for them below and share!

Create a Pen Name

Your Pen Name is your unique identity on BN.com. It will appear on the reviews you write and other website activities. Your Pen Name cannot be edited, changed or deleted once submitted.

 
Your Pen Name can be any combination of alphanumeric characters (plus - and _), and must be at least two characters long.

Continue Anonymously

    If you find inappropriate content, please report it to Barnes & Noble
    Why is this product inappropriate?
    Comments (optional)