Basics Advertising 02: Art Direction

Basics Advertising: Art Direction is a comprehensive look at the role of the art director. It examines the key techniques, approaches and ‘secrets’ involved in the development of creative advertising concepts. The book emphasizes 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 visualizing and exploring different ideas, and discusses the use of moving image, photography, illustration and typography to realize these ideas. Title pages 2 Copyright 3 Contents 5 How to get the most out of this book 7 Introduction 9 Chapter 1. The role of the art director 12 What art direction is (and what it isn’t) 13 How art direction works 21 The creative team 25 The role of the art director 31 Working with the specialists and seeing the job through 33 Chapter 2. The tools of art direction 42 Seeing things differently 43 Doing things differently 53 Give the audience something to discover 57 Using ambiguous imagery 61 Establishing a visual hierarchy 67 Creating visual impact 71 Simplicity and understatement 75 Creating a distinct look for the brand 81 Chapter 3. Creating the adverts 88 Getting prepared 89 From visuals to the finished work 91 Photography 93 Illustration 97 Typography 103 Planning and storyboarding commercials 109 Chapter 4. Media 112 Posters 113 Magazine and press 117 Television and cinema 121 Online 123 Direct 125 Ambient 127 Other media 131 Integrated media campaigns 133 Chapter 5. Ideas and inspiration 138 Creative fuel 139 Finding inspiration and getting ideas 143 Emotion and empathy 151 How to tell whether your idea’s any good 155 Chapter 6. Getting a job as an art director 158 Putting your book together 159 Planning your campaign 161 Approaching agencies 163 What the agency is looking for 165 Your first placement and what happens next 167 Support and resources 169 Conclusion 172 Glossary 173 Useful contacts 175 Bibliography 176 Acknowledgements 177 Working with ethics 178 Back cover 186 2940411212,9782940411214,2940439443,9782940439447 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 also explores the use of different graphic techniques and advertising media, from traditional formats to new and alternative channels of communication. Basics Advertising : Art Direction is rich with insight, commentary and quotations from leading practitioners; with text supported by images of award winning campaigns from around the world, and practical exercises providing readers with an opportunity to sharpen their own art direction skills. The book also includes a section on finding employment as an art director, covering the process of putting a book together and approaching agencies, and concluding with a useful overview of the support and resources available for students and junior creatives starting their career Annotation 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 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. A guide to the role of the art director. It examines the techniques, approaches and secrets involved in the development of creative advertising concepts. It emphasises the importance of seeing things differently, and providing the audience with something to discover. It examines the process of visualising and exploring different ideas This text presents 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. It emphasises the importance of seeing things differently, and providing the audience with something to discover