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Advertising by Design, 3rd Edition

Book Description

A real-world introduction to advertising design in today's industry

Advertising 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

  1. PREFACE
  2. ACKNOWLEDGMENTS
  3. CHAPTER 1ADVERTISING IS …ADVERTISING IS …
    1. The Purpose of Advertising
    2. Broad Advertising Categories
    3. Advertising Takes Many Forms
    4. Media Channels: Paid, Owned, and Earned
    5. Who Creates Advertising
    6. The Ad Agency
    7. Social Responsibility
    8. Career Competencies and Expectations
    9. What You Need to Know to Begin
    10. Sample Creative Brief
    11. ■ Interview with Justin Moore, creative director, Venables Bell and Partners
  4. CHAPTER 2COMPOSITION BY DESIGN
    1. Parts of an Ad
    2. Image/Copy Relationship Constructions
    3. Basic Design Principles
    4. Directing the Viewer’s Gaze through a Composition
    5. Point of View
    6. Illusion of Spatial Depth
    7. The Illusion of Movement
    8. Campaigns by Design: Triplets versus Cousins
    9. Integrated Media Campaigns
    10. Start Designing
    11. ■ Case Study: Cannes Lions Touchwall
    12. ■ Case Study: Domtar PAPERbecause
    13. Note
  5. CHAPTER 3TYPE AND IMAGE BY DESIGN
    1. Type by Design
    2. Clarity of Visual Communication
    3. Selecting a Typeface for Idea, Content, and Audience
    4. Image by Design
    5. Imagery
    6. Basics of Visualizing Form
    7. Integrating Type and Image
    8. ■ Interview with Milton Melendez, creative director, Red Urban
  6. CHAPTER 4BUILDING A BRAND NARRATIVE IN THE DIGITAL AGE
    1. Strategic Thinking Underpinning the Brand Story
    2. Brand Story Considerations
    3. Strategic Approaches
    4. Brand Storytelling
    5. ■ Case Study: Renegade
    6. Notes
  7. CHAPTER 5THE AD IDEA
    1. Six Essential Questions
    2. Seeking an Insight
    3. Tools
    4. Idea-Generation Process
    5. Thinking Creatively: More Points of Departure for Ideation
    6. ■ Case Study: Oscar Mayer: “Wake Up and Smell the Bacon”
    7. ■ Case Study: Madden GIFERATOR
    8. ■ Interview with Dave Snyder, executive creative director, Firstborn
    9. Notes
  8. CHAPTER 6STORYBUILDING AND CONTENT CREATION IN THE DIGITAL AGE
    1. Storybuilding in the Digital Age
    2. The Core Brand Narrative: The Story Ecosystem
    3. Telling a Shareworthy Story
    4. Story Basics
    5. Story Starters
    6. ■ Case Study: Panasonic “Share the Air” Campaign
    7. ■ Case Study: Adidas Originals
    8. ■ Essay: The Power of Story by Alan Robbins, professor, Michael Graves College
    9. ■ Interview with Scott Goodson, founder, StrawberryFrog
    10. Notes
  9. CHAPTER 7DECONSTRUCTING MODEL FORMATS
    1. The Appeal of Transformation
    2. Conveying the Advertising Message
    3. Basic Formats
    4. ■ Case Study: Jordan Brand: The Last Shot
    5. ■ Interview with Sophia Lindholm, senior art director, Forsman & Bodenfors
    6. Notes
  10. CHAPTER 8COPYWRITING
    1. Which Comes First: The Image or the Copy?
    2. Copy and Image: How Should They Work Together?
    3. Taglines
    4. The Writing Process
    5. ■ Case Study: The Art of Shaving: Evolution Campaign
  11. CHAPTER 9THINKING CREATIVELY
    1. Tools That Stimulate Creative Thinking
    2. Creativity through Making
    3. ■ Case Study: Mini Covert
    4. ■ Case Study: The Art of Shaving Barber Spa
    5. ■ Interview with Rosie Arnold, executive creative director, BBH
    6. Note
  12. CHAPTER 10ANIMATION, MOTION BY DESIGN & COMMERCIALS: TV, WEB & FILMANIMATION, MOTION BY DESIGN & COMMERCIALS: TV, WEB & FILM
    1. Motion Serves the Idea and Storytelling
    2. Storyboard
    3. Ten Guiding Principles for Storytelling in Animation or Motion
    4. How a Commercial Looks: Design Essentials
    5. Commercials and Social & Web Films
    6. Strategy/Idea/Benefit/Channel
    7. ■ Case Study: thinkThin Integrated Campaign
    8. ■ Interview with Mark Jackson, chief technology catalyst, McCann Worldgroup
    9. Note
  13. CHAPTER 11DIGITAL BY DESIGN: MOBILE, SOCIAL & WEBSITESDIGITAL BY DESIGN: MOBILE, SOCIAL & WEBSITES
    1. Experience Focused/Media Agnostic
    2. Website Basics
    3. Branding
    4. Mobile by Design
    5. Desktop Website Design
    6. Website Development
    7. Social by Design
    8. ■ Case Study: Clever Girls Collective
    9. ■ Case Study: UrbanDaddy
    10. ■ Essay: Understanding and Wrangling the Web, by Manik Rathee, user-experience designer, Google
    11. ■ Interview with Gerard Crichlow, director of social and cultural innovation, AMV BBDO
  14. GLOSSARY
  15. BIBLIOGRAPHY
  16. INDEX
  17. EULA