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

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Overview

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. It remains the most comprehensive text on creative concept generation and designing for advertising, and includes a number of features that make it an effective tool for instructors, students, or any reader interested in this field. In Advertising by Design, the approach to generating and designing creative integrated-media advertising for brands, organizations, and causes 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

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Product Details

  • ISBN-13: 9780470362686
  • Publisher: Wiley
  • Publication date: 10/12/2010
  • Edition description: New Edition
  • Edition number: 2
  • Pages: 288
  • Sales rank: 158,536
  • Product dimensions: 8.50 (w) x 10.70 (h) x 0.70 (d)

Table of Contents

Chapter 1 What is Advertising?

The Purpose of Advertising.

Who Creates Advertising?

Ethics.

Chapter 2 The Project Process.

Six Phases of the Project Process.

The Creative Brief.

Chapter 3 Creative thinking.

Creative Thinking.

Tools that stimulate creative thinking.

Chapter 4 The Brand Idea.

Understanding the brand or group.

The Big Idea.

The Brand Idea.

Chapter 5.

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?

Chapter 6 Copywriting.

What Comes First—the Line or the Visual?

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 & Image.

Chapter 9 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.

Chapter 10 Campaigns & Storytelling.

What is a campaign? What makes a campaign effective?

Storytelling.

Grabbing Attention.

Chapter 11 Designing for Print.

Print Basics.

Considerations for Print.

Chapter 12 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.

Chapter 13 Designing for Websites.

Websites.

Website Basics.

Website Development.

Platforms / Owned Media.

Chapter 14 Designing for Mobile.

Mobile Basics.

Considerations for Mobile.

Chapter 15 Designing for Social Media and Unconventional Marketing.

Considerations for Social Media.

Viral Intent.

Unconventional Advertising.

Considerations for Unconventional Advertising.

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