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Outdoor advertising is the toughest advertising medium, offering the ultimate exposure. 'Solve the creative brief on a poster and the solution will work anywhere,' say advertising gurus. Whether today's creators are designing for a roundabout supersite, a Los Angeles spectacular or a highway strip, they are all working within the same limits. Unlike newspaper and TV advetising, there are no accompanying props -- the city itself is the context. As Abram Games concluded, advertising outdoors demands 'maximum meaning, minimum means.'
An essential book for designers and advertising professionals alike, Advertising Outdoors looks at the rise of 'commercial art,' the development of advertising as a discipline and an industry, and the role that advertising plays in modern life, making direct reference to examples of successful advertising campaigns. Specific chapters feature such diverse subjects as the 'rules' of the poster and the demands of outdoors; the development of a brand identity; the relationship of text and image; the case for wit and humor; and the future of the poster in multi-media campaigns.
|Art and advertising||10|
|The creative challenge||84|
|The strengths of outdoor||112|
|Images and words||128|
|Brand and consumer||156|
|Beyond the billboard||176|