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The design of advertising 7th ed

The design of advertising 7th ed

자료유형
단행본
개인저자
Nelson, Roy Paul.
서명 / 저자사항
The design of advertising / Roy Paul Nelson.
판사항
7th ed.
발행사항
Madison, Wis. :   Brown & Benchmark,   c1994.  
형태사항
ix, 413 p. : ill. (some col.) ; 29 cm.
ISBN
0697129330
내용주기
Includes bibliographical references (p. 398-403) and index.
일반주제명
Advertising layout and typography.
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008 931203s1994 wiua b 001 0 eng
010 ▼a 92074978
020 ▼a 0697129330
040 ▼a DLC ▼c DLC ▼d 244002 ▼d 211009
049 0 ▼l 151032006
050 0 0 ▼a HF5825 ▼b .N3 1994
082 0 4 ▼a 659.132 ▼2 22
084 ▼a 659.132 ▼2 DDCK
090 ▼a 659.132 ▼b N429d7
100 1 ▼a Nelson, Roy Paul.
245 1 4 ▼a The design of advertising / ▼c Roy Paul Nelson.
250 ▼a 7th ed.
260 ▼a Madison, Wis. : ▼b Brown & Benchmark, ▼c c1994.
300 ▼a ix, 413 p. : ▼b ill. (some col.) ; ▼c 29 cm.
505 0 ▼a Includes bibliographical references (p. 398-403) and index.
650 0 ▼a Advertising layout and typography.

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컨텐츠정보

목차

CONTENTS
1 THE WORLD OF ADVERTISING = 2
  Kinds of Advertising = 4
  Institutional Advertising = 6
  Where Advertising Originates = 6
  Media of Advertising = 9
  The Audience for Advertising = 11
  Advertising's Job = 12
  Complaints Against Advertising = 12
  The Greening of American Advertising = 15
  The Designer's Role = 16
  Style in Advertising = 19
2 THE CREATIVE PROCESS = 22
  Creativity : What It Is = 22
  Creative People : Who They Are = 24
  Honoring Creativity = 30
  Developing a Style = 31
  The Changing Face of Style = 32
  Facing the Assignment = 34
  Facing Client Stipulations = 35
  Visualization = 35
  Avoiding an Advertising Look = 37
  Seeing the Ad in Context = 37
  Is There a "Right" Approach? = 38
  Stimulating Creativity = 40
  Conducting Research = 40
  Using the "Swipe File" = 42
  Letting Go = 45
  Facing "Designer's Block" = 46
3 PUTTING IT INTO WORDS = 48
  The Challenge of Copy = 48
  The Research Phase = 52
  Finding a Theme = 54
  Developing an Approach = 57
  Putting Yourself in the Reader's Place = 60
  Involving the Reader = 60
  Writing Style = 62
  Guidelines for Copywriters = 63
  Naming Names = 70
  Anthropomorphic Selling = 72
  The Testimonial = 72
  Humor in Advertising = 73
  The Logic of Advertising = 75
  Truth in Advertising = 76
  The Mechanics of Copy = 77
  Copyediting and Proofreading = 78
  The Headline = 79
  Functions of the Headline = 81
  Kinds of Headlines = 82
  Slogans = 84
4 THE PRINCIPLES OF DESIGN = 86
  Evolution of Advertising Design = 86
  Ingredients of Design = 88
  The Design Process = 88
  Design and Layout : The Difference = 89
  Design Principles = 90
  Balance = 91
  Proportion = 92
  Sequence = 94
  Unity = 96
  Emphasis = 98
  Beyond the Principles = 99
  The Test of a Good Layout = 99
5 LAYOUT APPROACHES = 100
  Advertising Elements = 100
  Layout Stages = 103
  Basic Formats = 104
  Traditional Tools to Do the Job = 121
  Some Drawing Hints = 125
  The Computer as a Tool = 129
6 PRODUCTION = 134
  What Production Entails = 134
  Pasteup = 135
  Typesetting Systems = 138
  Reproducing Art = 142
  Paper Stock = 146
  Printers = 147
  Printing Processes = 148
  In-House Printing and Duplicating = 152
  Special Effects in Advertising = 153
7 TYPOGRAPHY = 155
  Where Our Letters Came From = 155
  The Point System = 159
  Categories of Type = 160
  Families, Series, and Fonts = 162
  Type Designers = 163
  The Variety of Faces = 165
  Type Preferences = 167
  Type Moods = 167
  On Mixing Types = 170
  The Case for Readability = 170
  Body Copy = 171
  Display Type = 172
  Calligraphy = 173
  Punctuation in Display Type = 174
  Word Emphasis = 175
  Spacing = 176
  Indicating Type on the Layout = 176
  Playing with Type = 179
  Typography and Technology = 181
8 ART = 183
  The Logic of Art = 184
  The Value of Vagueness = 185
  Pictures and the Truth = 187
  What to Watch for in Art = 188
  Information Graphics = 189
  Computer Art = 191
  Art Styles = 194
  Commercial Art vs. Fine Art = 200
  Stock Art = 201
  The Coming of Photography = 202
  Photography's Advantages = 202
  Models = 204
  Amateurism in Art = 206
  Editing Pictures = 207
  Cropping = 207
  Arranging and Handling Pictures = 209
  Indicating Art on Your Layout = 210
9 COLOR = 212
  What Color Can Do = 214
  Dimensions of Color = 218
  Primary and Secondary Colors = 218
  The Color Wheel = 221
  Appropriate Colors = 222
  Symbolism of Color = 222
  The Unusual in Color = 225
  The Production of Color = 226
  Color and Computers = 229
  Cutting the cost of Color = 231
  Choosing a Second Color = 232
  Indicating Color on Your Layout = 233
10 NEWSPAPER ADVERTISING = 235
  The Appeal to Advertisers = 236
  National Advertising = 238
  Local Advertising = 246
  Who Does the Ads? = 246
  Those Special Sections = 248
  Illustrations vs. Photographs = 249
  The Art Services = 249
  Color in Newspapers = 251
  Roughing in the Ad = 252
11 MAGAZINE ADVERTISING = 256
  Consumer Magazines = 257
  Specialized Magazines = 258
  Statistics on Magazines = 258
  Restrictions on Magazine Advertising = 261
  Serving the Advertiser = 261
  Magazine Formats = 263
  Advantages of Magazines = 265
  The Challenge of magazine Ad Design = 266
12 BROADCAST ADVERTISING = 268
  Filmmaking vs. Commercial Making = 270
  Considering the Audience = 270
  Advertisers Who Use TV = 272
  The Idea Is to Sell = 272
  Emotion and Sentiment in Commercials = 275
  Kinds of TV Commercials = 275
  Jingles = 280
  Some Technical Aspects = 280
  Animation = 282
  Planning the Commercial = 282
  The Storyboard = 283
  Designing the Storyboard = 286
  Elements to Work with = 289
  Producing the Commercial = 289
  Costs = 291
  Restrictions on Commercials = 292
  Writing the Television Commercial = 293
  Designing the Radio Commercial = 293
13 DIRECT-MAIL ADVERTISING = 296
  Direct Mail Advantages = 297
  Direct Mail and the Designing Process = 299
  Letters = 302
  Cards and Leaflets = 305
  Folders = 305
  Broadsides and Tabloids = 306
  Booklets and Pamphlets = 307
  Catalogs = 308
  Company Magazines = 311
  Annual Reports = 313
  Brochures = 315
  Ways to Cut Costs = 315
14 POSTERS AND DISPLAYS = 316
  Posters and the Ecology = 316
  The Poster as Art = 318
  Outdoor Advertising = 320
  Size and Placement = 322
  Outdoor Advertising Production = 324
  The Poster Idea = 325
  Doing the Rough Layout or Comp = 326
  Rules for Designing Billboards = 327
  Rolling Billboards = 327
  Transit Advertising = 328
  Bumper Stickers = 329
  Point-of-Purchase Advertising = 330
15 LONG-TERM DESIGN = 332
  Trademarks = 332
  Symbolism = 334
  What's in a Name? = 335
  Designing the Trademark = 337
  Legal Considerations = 339
  Corporate Identity Programs = 340
  Logotypes = 342
  Trademark and Logo Redesign = 342
  Book Jackets = 343
  Album Covers = 348
  Packages = 349
  Specialty Advertising = 354
  Yellow Pages Advertising = 356
16 CAREERS = 358
  What to Expect = 358
  The Importance of Ideas = 359
  Where the Jobs Are = 360
  Internships = 361
  Knowing Production = 361
  Knowing Computers = 362
  Preparing the R e' sum e' = 363
  Preparing a Portfolio = 365
  The Job Interview = 366
  Making the Transition = 367
  The World of Freelancing = 367
  Freelancing as a Copywriter = 368
  Working with Agencies = 368
  Working with the Client = 369
  Becoming a Specialist = 370
  Pitching Clients = 371
  Defending Design Choices = 372
NOTES = 374
ASSIGNMENTS = 379
GLOSSARY = 387
BIBLIOGRAPHY = 398
INDEX = 404

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