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    Basics Advertising 02: Art Direction (Basics Advertising) (Paperback) By (author) Nik Mahon

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    Description"Basics Advertising: Art Direction" is a comprehensive guide to the role of the art director. It examines the key techniques, approaches and secrets involved in the development of creative advertising concepts. The book emphasises 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 visualising and exploring different ideas, and discusses the use of moving image, photography, illustration and typography to realise these ideas. It also explores the use of different advertising media, from traditional formats to new and alternative channels of communication.


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  • Full bibliographic data for Basics Advertising 02: Art Direction

    Title
    Basics Advertising 02: Art Direction
    Authors and contributors
    By (author) Nik Mahon
    Physical properties
    Format: Paperback
    Number of pages: 184
    Width: 162 mm
    Height: 226 mm
    Thickness: 22 mm
    Weight: 540 g
    Language
    English
    ISBN
    ISBN 13: 9782940411214
    ISBN 10: 2940411212
    Classifications

    Warengruppen-Systematik des deutschen Buchhandels: 25860
    BIC E4L: BUS
    B&T General Subject: 140
    B&T Book Type: NF
    Nielsen BookScan Product Class 3: S4.0T
    B&T Merchandise Category: TXT
    B&T Modifier: Region of Publication: 01
    B&T Modifier: Subject Development: 20
    B&T Modifier: Academic Level: 05
    B&T Modifier: Subject Development: 06
    BIC subject category V2: KJSA
    Ingram Subject Code: AT
    B&T Modifier: Continuations: 02
    LC classification: NC
    BISAC V2.8: BUS002000
    Abridged Dewey: 741
    B&T Approval Code: A48600000, A28441200
    BISAC V2.8: DES007010
    DC22: 659.1, 659.1045
    Thema V1.0: KJSA
    Illustrations note
    200 colour illustrations
    Publisher
    Bloomsbury Publishing PLC
    Imprint name
    AVA Publishing SA
    Publication date
    21 July 2010
    Publication City/Country
    Lausanne
    Author Information
    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.
    Review quote
    "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, The College of West Anglia, UK. "Well written text with useful insights and detailed case studies, perfect for our course. A good layout, easy to understand and navigate through." Christopher Morris, University of Salford, UK. "A really good introduction to art direction covering all the necessary information in digestible 'bite size' chunks ... Layout is uncomplicated and accessible. I like the 'Way with words' definitions which deconstruct the language used. Well illustrated with meaningful examples." Rhiannon Robinson, University of Cumbria, UK.
    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.