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BASICS ADVERTISING ART DIRECTIONNIK MAHONwydawnictwo: AVA PUBLISHING , rok wydania 2010, wydanie Icena netto: 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. It also explores the use of different advertising media, from traditional formats to new and alternative channels of communication. Nik Mahon is a senior lecturer at Southampton Solent University and has worked for a number of advertising agencies. Table of Contents Introduction Chapter One: ART DIRECTION AND THE ROLE OF THE ART DIRECTOR What Art Direction is (and what it isn’t) How art direction works The creative team The role of the art director Working with the specialists and seeing the job through
Chapter Two: THE TOOLS OF ART DIRECTION Seeing things differently Doing things differently Give the audience something to discover Using ambiguous imagery Establishing a visual hierarchy Creating visual impact Simplicity and understatement Creating a distinct look for the brand
Chapter Three: CREATING THE ADVERTS Getting prepared From visuals to the finished work Photography Illustration Typography Planning and Storyboarding commercials
Chapter Four: MEDIA Posters Magazine and Press Television and Cinema Online Direct Ambient Other media Integrated media campaigns
Chapter Five: IDEAS AND INSPIRATION Creative fuel Finding inspiration Emotion and empathy How to tell whether your idea’s any good
Chapter Six: GETTING YOUR FIRST JOB AS AN ART DIRECTOR Putting your book together Planning your campaign Approaching the agencies What the agency is looking for Your first placement and what happens next Support and resources
Conclusion Student resources 184 pages, Paperback
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