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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.
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.
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.
Inhaltsangabe
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.
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.
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