Nik Mahon

Basics Advertising 02: Art Direction (eBook, PDF)

• Format: PDF

Produktbeschreibung

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.

Produktdetails

• Verlag: Bloomsbury UK eBooks
• Seitenzahl: 184
• Erscheinungstermin: 1. Juni 2010
• Englisch
• ISBN-13: 9782940439447
• Artikelnr.: 46760409

Autorenporträt

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.