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Advertising by design : generating and designing creative ideas across media 2nd ed

Advertising by design : generating and designing creative ideas across media 2nd ed

Material type
단행본
Personal Author
Landa, Robin.
Title Statement
Advertising by design : generating and designing creative ideas across media / Robin Landa.
판사항
2nd ed.
Publication, Distribution, etc
Hoboken, N.J. :   John Wiley & Sons,   c2010.  
Physical Medium
xv, 271 p. : ill. (chiefly col.) ; 28 cm.
ISBN
9780470362686 (pbk. : acid-free paper)
Content Notes
What is advertising? The purpose of advertising. Who creates advertising? Ethics -- The project process. Six phases of the project process : the creative brief -- Creative thinking. Tools that stimulate creative thinking -- The brand idea. Understanding the brand or group. The big idea. The brand idea -- The big idea. Looking for an insight. Visual brief collage board. Concept-generation process. Thinking creatively : more points of departure for conceptualization. Let's end this discussion of idea generation with a question -- Copywriting. What comes first-the line or the visual? -- Approaches. Deconstructing Model frameworks. How to convey the advertising message. Approaches -- Typography and visualization. Designing with type. Visualization. Images. Basics of visualizing form. Integrating type & image -- Composition. What is composition? Three basic structures : type-driven, image-driven, and visual-verbal synergy. Basic design principles for single and multiple page applications for print and screen. Directing the viewer through a composition. Multiple pages & modularity. The grid. Visual basics for screen-based media motion -- Campaigns & storytelling. What is a campaign? What makes a campaign effective? Storytelling. Grabbing attention -- Designing for print. Print basics. Considerations for print -- Designing for motion, broadcast & broadband. And now a word from our sponsors... basics for screen-based media. Considerations for motion. Considerations for TV, videos, & web films. Videos. About motion and motion graphics -- Designing for websites. Websites. Website basics. Website development. Platforms/owned media -- Designing for mobile. Mobile basics. Considerations for mobile -- Designing for social media and unconventional marketing. Considerations for social media. Viral intent. Unconventional advertising. Considerations for unconventional advertising.
Bibliography, Etc. Note
Includes bibliographical references (p. 259-261) and index.
Subject Added Entry-Topical Term
Advertising. Creative ability in business.
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008 120228s2010 njua b 001 0 eng d
010 ▼a 2010004726
020 ▼a 9780470362686 (pbk. : acid-free paper)
035 ▼a (KERIS)REF000015668661
040 ▼a DLC ▼c DLC ▼d DLC ▼d 211009
050 0 0 ▼a HF5823 ▼b .L232 2010
082 0 0 ▼a 659.1 ▼2 22
084 ▼a 659.1 ▼2 DDCK
090 ▼a 659.1 ▼b L253a2
100 1 ▼a Landa, Robin.
245 1 0 ▼a Advertising by design : ▼b generating and designing creative ideas across media / ▼c Robin Landa.
250 ▼a 2nd ed.
260 ▼a Hoboken, N.J. : ▼b John Wiley & Sons, ▼c c2010.
300 ▼a xv, 271 p. : ▼b ill. (chiefly col.) ; ▼c 28 cm.
504 ▼a Includes bibliographical references (p. 259-261) and index.
505 0 ▼a What is advertising? The purpose of advertising. Who creates advertising? Ethics -- The project process. Six phases of the project process : the creative brief -- Creative thinking. Tools that stimulate creative thinking -- The brand idea. Understanding the brand or group. The big idea. The brand idea -- The big idea. Looking for an insight. Visual brief collage board. Concept-generation process. Thinking creatively : more points of departure for conceptualization. Let's end this discussion of idea generation with a question -- Copywriting. What comes first-the line or the visual? -- Approaches. Deconstructing Model frameworks. How to convey the advertising message. Approaches -- Typography and visualization. Designing with type. Visualization. Images. Basics of visualizing form. Integrating type & image -- Composition. What is composition? Three basic structures : type-driven, image-driven, and visual-verbal synergy. Basic design principles for single and multiple page applications for print and screen. Directing the viewer through a composition. Multiple pages & modularity. The grid. Visual basics for screen-based media motion -- Campaigns & storytelling. What is a campaign? What makes a campaign effective? Storytelling. Grabbing attention -- Designing for print. Print basics. Considerations for print -- Designing for motion, broadcast & broadband. And now a word from our sponsors... basics for screen-based media. Considerations for motion. Considerations for TV, videos, & web films. Videos. About motion and motion graphics -- Designing for websites. Websites. Website basics. Website development. Platforms/owned media -- Designing for mobile. Mobile basics. Considerations for mobile -- Designing for social media and unconventional marketing. Considerations for social media. Viral intent. Unconventional advertising. Considerations for unconventional advertising.
650 0 ▼a Advertising.
650 0 ▼a Creative ability in business.
945 ▼a KLPA

Holdings Information

No. Location Call Number Accession No. Availability Due Date Make a Reservation Service
No. 1 Location Main Library/Western Books/ Call Number 659.1 L253a2 Accession No. 111658748 Availability Available Due Date Make a Reservation Service B M

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