Advertising by design : generating and designing creative ideas across media

Advertising by design generating and designing creative ideas across media

Detalles Bibliográficos
Otros Autores: Landa, Robin, author (author)
Formato: Libro electrónico
Idioma:Inglés
Publicado: Hoboken, New Jersey : Wiley 2016.
Edición:Third edition
Materias:
Advertising.
Creative ability in business.
Ver en Biblioteca Universitat Ramon Llull:https://discovery.url.edu/permalink/34CSUC_URL/1im36ta/alma991009849125806719
Tabla de Contenidos:
  • Intro
  • Title Page
  • Copyright
  • Dedication
  • Preface
  • Acknowledgments
  • Chapter 1 Advertising Is …
  • The Purpose of Advertising
  • Broad Advertising Categories
  • Advertising Takes Many Forms
  • Media Channels: Paid, Owned, and Earned
  • Who Creates Advertising
  • The Ad Agency
  • Social Responsibility
  • Career Competencies and Expectations
  • What You Need to Know to Begin
  • Sample Creative Brief
  • ■ Interview with Justin Moore, creative director, Venables Bell and Partners
  • Chapter 2 Composition by Design
  • Parts of an Ad
  • Image/Copy Relationship Constructions
  • Basic Design Principles
  • Directing the Viewer's Gaze through a Composition
  • Point of View
  • Illusion of Spatial Depth
  • The Illusion of Movement
  • Campaigns by Design: Triplets versus Cousins
  • Integrated Media Campaigns
  • Start Designing
  • ■ Case Study: Cannes Lions Touchwall
  • ■ Case Study: Domtar PAPERbecause
  • Note
  • Chapter 3 Type and Image by Design
  • Type by Design
  • Clarity of Visual Communication
  • Selecting a Typeface for Idea, Content, and Audience
  • Image by Design
  • Imagery
  • Basics of Visualizing Form
  • Integrating Type and Image
  • ■ Interview with Milton Melendez, creative director, Red Urban
  • Chapter 4 Building a Brand Narrative in the Digital Age
  • Strategic Thinking Underpinning the Brand Story
  • Brand Story Considerations
  • Strategic Approaches
  • Brand Storytelling
  • ■ Case Study: Renegade
  • Notes
  • Chapter 5 The Ad Idea
  • Six Essential Questions
  • Seeking an Insight
  • Tools
  • Idea-Generation Process
  • Thinking Creatively: More Points of Departure for Ideation
  • ■ Case Study: Oscar Mayer: "Wake Up and Smell the Bacon"
  • ■ Case Study: Madden GIFERATOR
  • ■ Interview with Dave Snyder, executive creative director, Firstborn
  • Notes
  • Chapter 6 Storybuilding and Content Creation in the Digital Age.
  • Storybuilding in the Digital Age
  • The Core Brand Narrative: The Story Ecosystem
  • Telling a Shareworthy Story
  • Story Basics
  • Story Starters
  • ■ Case Study: Panasonic "Share the Air" Campaign
  • ■ Case Study: Adidas Originals
  • ■ Essay: The Power of Story by Alan Robbins, professor, Michael Graves College
  • ■ Interview with Scott Goodson, founder, StrawberryFrog
  • Notes
  • Chapter 7 Deconstructing Model Formats
  • The Appeal of Transformation
  • Conveying the Advertising Message
  • Basic Formats
  • ■ Case Study: Jordan Brand: The Last Shot
  • ■ Interview with Sophia Lindholm, senior art director, Forsman &amp
  • Bodenfors
  • Notes
  • Chapter 8 Copywriting
  • Which Comes First: The Image or the Copy?
  • Copy and Image: How Should They Work Together?
  • Taglines
  • The Writing Process
  • ■ Case Study: The Art of Shaving: Evolution Campaign
  • Chapter 9 Thinking Creatively
  • Tools That Stimulate Creative Thinking
  • Creativity through Making
  • ■ Case Study: Mini Covert
  • ■ Case Study: The Art of Shaving Barber Spa
  • ■ Interview with Rosie Arnold, executive creative director, BBH
  • Note
  • Chapter 10 Animation, Motion by Design &amp
  • Commercials: TV, Web &amp
  • Film
  • Motion Serves the Idea and Storytelling
  • Storyboard
  • Ten Guiding Principles for Storytelling in Animation or Motion
  • How a Commercial Looks: Design Essentials
  • Commercials and Social &amp
  • Web Films
  • Strategy/Idea/Benefit/Channel
  • ■ Case Study: thinkThin Integrated Campaign
  • ■ Interview with Mark Jackson, chief technology catalyst, McCann Worldgroup
  • Note
  • Chapter 11 Digital by Design: Mobile, Social &amp
  • Websites
  • Experience Focused/Media Agnostic
  • Website Basics
  • Branding
  • Mobile by Design
  • Desktop Website Design
  • Website Development
  • Social by Design
  • ■ Case Study: Clever Girls Collective
  • ■ Case Study: UrbanDaddy.
  • ■ Essay: Understanding and Wrangling the Web, by Manik Rathee, user-experience designer, Google
  • ■ Interview with Gerard Crichlow, director of social and cultural innovation, AMV BBDO
  • Glossary
  • Bibliography
  • Index
  • EULA.

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