Advertising by Design Creating Visual Communications with Graphic Impact

ISBN-10: 0471428973

ISBN-13: 9780471428978

Edition: 2004

Authors: Robin Landa
List price: $50.00
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Description: Written specifically for designers rather than marketing professionals, this visual work provides a detailed, illustrated behind-the-scenes view of the development process of advertising design.

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Book details

List price: $50.00
Copyright year: 2004
Publisher: John Wiley & Sons, Incorporated
Publication date: 6/9/2004
Binding: Paperback
Pages: 256
Size: 8.50" wide x 10.75" long x 0.50" tall
Weight: 1.782
Language: English

Foreword
Acknowledgments
Introduction
Informing, Persuading, and Provoking
How Advertising Works
A Brief History of Advertising
In the Very Beginning
The Art of Advertising: Theories and Media
The Creative Revolution
Showcase: George Lois
Showcase: Lou Dorfsman
Showcase: Allan Beaver
Showcase: Smokey Bear Public Service Campaign
Showcase: "I Love New York" Campaign
The Biz: Structure, Strategy, and the Creative Brief
What Is Advertising?The Ad Agency
Who Is the Audience?Types of Ads
The Creative Brief
Sample Creative Brief from The Richards Group/Dallas
Case History: Mustoes/London
Insights and Intuition
Ethics
What's The Big Idea?Formulating an Advertising Concept
Thinking Critically and Creatively, and Getting Started
Thinking Critically and Creatively
Getting Started
The Creative Team
Brainstorming Technique
What Makes an Ad
Ingredients That Go into an Ad
Design, Execution, and Media
Critique Guide
Critique Method
The Big Idea
Points of Departure: Where Do Big Ideas Come From?Visual Analogy
Visual Metaphor
Life Experience
Eccentric Points of View
The Problem Is the Solution
A Darned Good Reason
Comparison
Exaggeration
Authenticity and Being First in Its Class
Motivation and Inspiration
Just the Facts, Ma'am
Interview: Bob Isherwood
Ad Categories
Demonstrations
Endorsements and Testimonials
Declarations
Slice of Life
Meta-Advertising
Popular Culture
Fantasy
Misdirection
Image or Lifestyle
Adventures and Escapes
Benefits and Differentiation
Recognition
Expression: Make 'Em Laugh, Make 'Em Cry
Humor
Satire, Parody, and Irony
Passion, Lust, and Desire
Triumph
Respect and Value
Pathos and Compassion
Fear
Shock and Changing Our Expectations
Association
Interview: John Butler
Design and Copy
Graphic Impact: Design Principles
The Design Process
Composition: Critical Principles of Design
Format
Balance
Positive/Negative Shapes and Space
Visual Hierarchy
Unity and Variety
Rhythm
Types of Compositions
Illusion
The Design of Advertising and Expressive Typography
The Design of Advertising
Audience and Appropriateness
It Shouldn't Look Like Advertising
Size of Logo/No Logo
Layout
Copy as Sales Pitch
Text and Subtext
Size and Media
Design Pointers to Follow (and Sometimes Ignore)
The Seamless Concert: Type and Image
Interview: Erik Kessels
Flexibility: The Ad Campaign and Creativity
Designing Print Campaigns
Creativity
Copy
What Comes First-the Line or the Visual?
Visual and Words: How Should They Work Together?
Visual or Words: Which Should Dominate?
How Many Words Are Too Many?
Conventions
Writing Creatively
Say It in the Line-Don't Rely on the Body Copy
It's Established in the Claim
The "Do I Sound Like a Sales Pitch?" Test
The "Do I Sound Like Something No One Would Ever Say to Anyone Else?" Test
Intention
Whose Voice Is It?Process
Style
Feed Your Writing
Interview: Valerie Graves
Interview: Guido Heffels
Beyond Print Media: Television Commercials, Interactive Med
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