Basics Advertising 02: Art Direction

by Nik Mahon

Overview

Art Direction examines the key techniques, approaches and 'secrets' involved in the development of creative advertising concepts. Mahon provides tips on how to use surprise, simplicity, provocation and visual drama to communicate the advertising message.

The book examines the process of visualizing and exploring different ideas, and discusses the use of moving image, photography, illustration and typography to realize these ideas. It also explores the use of different advertising media, from traditional formats to new and alternative channels of communication.

Product Details

ISBN-13:	9782940411214
Publisher:	Bloomsbury Academic
Publication date:	07/01/2010
Series:	Basics Advertising , #2
Edition description:	New Edition
Pages:	184
Product dimensions:	6.40(w) x 9.00(h) x 0.70(d)

About the Author

Nik Mahon is a senior lecturer in Advertising at Southampton Solent University. Since entering higher education he has been involved in the design, delivery and development of a variety of advertising, media and communication courses for colleges and universities in the UK and overseas. At the same time, he has also been actively engaged in the design and delivery of creative thinking and problem solving programmes and short courses for several major advertising agencies and blue chip organisations. His clients have included British Gas, Ordnance Survey, The Inland Revenue and United Biscuits.

Table of Contents

How to get the most out of this book. Introduction. The role of the art director: What art direction is (and what it isn't); How art direction works; The creative team; The role of the art director; Working with the specialists and seeing the job through. The tools of art direction: Seeing things differently; Doing things differently; Give the audience something to discover; Using ambiguous imagery; Establishing a visual hierarchy; Creating visual impact; Simplicity and understatement; Creating a distinct look for the brand. Creating the adverts: Getting prepared; From visuals to the finished work; Photography; Illustration; Typography; Planning and storyboarding commercials. Media: Posters; Magazine and press; Television and cinema; Online; Direct; Ambient; Other media; Integrated media campaigns. Ideas and inspiration: Creative fuel; Finding inspiration and getting ideas; Emotion and empathy; How to tell whether your idea's any good. Getting a job as an art director: Putting your book together; Planning your campaign; Approaching agencies; What the agency is looking for; Your first placement and what happens next; Support and resources. Conclusion. Glossary. Useful contacts. Bibliography. Acknowledgements. Working with ethics.

Editorial Reviews

Basics Advertising 02: Art Directionis a comprehensive look at the role of the art director. It examines the key techniques, approaches and "secrets" involved in the development of creative advertising concepts. The book emphasizes the importance of seeing things differently, and providing the audience with something to discover. It provides tips on how to use surprise, simplicity, provocation and visual drama to communicate the advertising message. It examines the process of visualizing and exploring different ideas, and discusses the use of moving image, photography, illustration and typography to realize these ideas. The book also explores the use of different advertising media, from traditional formats to new and alternative channels of communication.

Dexigner

Another excellent addition to the Basics range. A good introduction to the subject with useful examples and references throughout. It is consistent with others in the series - clear and methodical structure and composition.
Christopher Skinner, College of West Anglia, UK

As we've come to expect from this series, it's clearly laid out, with digestible pieces of advice on all aspects of the job... a fine introduction.
Creative Review

From the Publisher