Book description
A real-world introduction to advertising design in today's industryAdvertising by Design is the most comprehensive, up-to-date guide to concept generation and design for advertising. Step-by-step instructions and expert discussion guide you through the fundamentals, as you develop the deeper understanding that connects the dots and sparks your creativity. Interviews with leading creative directors provide a glimpse into the real-world idea generation process, and case studies of successful ads allow you to dissect both the process and result to discover the keys to effective advertising. This new third edition has been thoroughly updated to reflect the industry's shift from print and TV ads to fully integrated transmedia campaigns, giving you invaluable insight into a broad range of media channels. New concepts and strategies for social media, digital media, pull marketing, creative content, and more are discussed in depth to help you tell an engaging story using every tool at your disposal. Ancillary materials including PowerPoint slides, quizzes, sample exercises and projects, links to video, and other online resources bring this book right into the classroom for a complete introduction to advertising design.
Students seeking a career in advertising need the ability to generate idea-driven campaigns and adapt them for use in print, mobile, television, and social media formats. This book provides the well-rounded instruction required to succeed in the digital age.
- Master the fundamentals of advertising design for a range of media channels
- Integrate print, web, social media, and more to convey an engaging story
- Jumpstart your creativity with lessons from top creative directors
- Build your knowledge base around the reality of modern advertising
Effective advertisers blend ideas, information, and entertainment in a way that reaches a range of audiences through a range of media types; this requires deep mastery of idea generation, copywriting, and graphic design. Advertising by Design helps you develop the skills and knowledge today's advertising industry demands.
Table of contents
- PREFACE
- ACKNOWLEDGMENTS
-
CHAPTER 1ADVERTISING IS …
- The Purpose of Advertising
- Broad Advertising Categories
- Advertising Takes Many Forms
- Media Channels: Paid, Owned, and Earned
- Who Creates Advertising
- The Ad Agency
- Social Responsibility
- Career Competencies and Expectations
- What You Need to Know to Begin
- Sample Creative Brief
- ■ Interview with Justin Moore, creative director, Venables Bell and Partners
-
CHAPTER 2COMPOSITION BY DESIGN
- Parts of an Ad
- Image/Copy Relationship Constructions
- Basic Design Principles
- Directing the Viewer’s Gaze through a Composition
- Point of View
- Illusion of Spatial Depth
- The Illusion of Movement
- Campaigns by Design: Triplets versus Cousins
- Integrated Media Campaigns
- Start Designing
- ■ Case Study: Cannes Lions Touchwall
- ■ Case Study: Domtar PAPERbecause
- Note
- CHAPTER 3TYPE AND IMAGE BY DESIGN
- CHAPTER 4BUILDING A BRAND NARRATIVE IN THE DIGITAL AGE
- CHAPTER 5THE AD IDEA
-
CHAPTER 6STORYBUILDING AND CONTENT CREATION IN THE DIGITAL AGE
- Storybuilding in the Digital Age
- The Core Brand Narrative: The Story Ecosystem
- Telling a Shareworthy Story
- Story Basics
- Story Starters
- ■ Case Study: Panasonic “Share the Air” Campaign
- ■ Case Study: Adidas Originals
- ■ Essay: The Power of Story by Alan Robbins, professor, Michael Graves College
- ■ Interview with Scott Goodson, founder, StrawberryFrog
- Notes
- CHAPTER 7DECONSTRUCTING MODEL FORMATS
- CHAPTER 8COPYWRITING
- CHAPTER 9THINKING CREATIVELY
-
CHAPTER 10ANIMATION, MOTION BY DESIGN & COMMERCIALS: TV, WEB & FILMANIMATION, MOTION BY DESIGN & COMMERCIALS: TV, WEB & FILM
- Motion Serves the Idea and Storytelling
- Storyboard
- Ten Guiding Principles for Storytelling in Animation or Motion
- How a Commercial Looks: Design Essentials
- Commercials and Social & Web Films
- Strategy/Idea/Benefit/Channel
- ■ Case Study: thinkThin Integrated Campaign
- ■ Interview with Mark Jackson, chief technology catalyst, McCann Worldgroup
- Note
-
CHAPTER 11DIGITAL BY DESIGN: MOBILE, SOCIAL & WEBSITESDIGITAL BY DESIGN: MOBILE, SOCIAL & WEBSITES
- Experience Focused/Media Agnostic
- Website Basics
- Branding
- Mobile by Design
- Desktop Website Design
- Website Development
- Social by Design
- ■ Case Study: Clever Girls Collective
- ■ Case Study: UrbanDaddy
- ■ Essay: Understanding and Wrangling the Web, by Manik Rathee, user-experience designer, Google
- ■ Interview with Gerard Crichlow, director of social and cultural innovation, AMV BBDO
- GLOSSARY
- BIBLIOGRAPHY
- INDEX
- EULA
Product information
- Title: Advertising by Design, 3rd Edition
- Author(s):
- Release date: November 2016
- Publisher(s): Wiley
- ISBN: 9781118971055
You might also like
book
Packaging Design: Successful Product Branding From Concept to Shelf, 2nd Edition
The fully updated single-source guide to creating successful packaging designs for consumer products Now in full-color …
book
Editorial Design
Editorial Design: Digital and Print is a comprehensive guide to the traditional and digital skills that …
book
The Graphic Designer's Guide to Portfolio Design, 3rd Edition
Landing a job in graphic design or multimedia starts with the creation of a portfolio that …
book
Marketing Metrics, 4th Edition
Your Definitive, Up-to-Date Guide to Marketing Metrics--Choosing Them, Implementing Them, Applying Them This award-winning guide will …