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Preface.
Acknowledgments.
PART 1 THE ESSENTIALS: PURPOSE, PROCESS, AND THINKING CREATIVELY.
Chapter 1 What is Advertising?
The Purpose of Advertising.
Case Study: Youth Reckless Driving Prevention.
Showcase: “Gotta Love It” by Tom Clark.
Who Creates Advertising?
Ethics.
Chapter 2 The Project Process.
Six Phases.
Case Study: Behind the Scenes: MOMA | Tim Burton Exhibition/Big Spaceship.
Showcase: Bill Schwab: The Gate Worldwide.
Chapter 3 Creative thinking.
Tools that Stimulate Creative Thinking.
Showcase: Interview with Rosie Arnold.
PART 2 FORMULATING AN ADVERTISING IDEA: WRITING AND DESIGNING.
Chapter 4 The Brand Idea.
The Big Idea.
The Brand Idea.
Case Study: Renegade.
Showcase: Interview with Kevin Roberts.
Chapter 5 The Big Idea.
Idea Kickoff: The Six Essential Questions.
Thinking Creatively: More Points of Departure for Conceptualization.
Let's End This Discussion of Idea Generation with a Question.
Chapter 6 Copywriting.
Which Comes First: The Line or the Visual?
Conventions.
Writing Creatively.
Style.
The Writing Process.
Feed Your Writing.
Chapter 7 Approaches.
Deconstructing Model Frameworks.
How to Convey the Advertising Message.
Approaches.
Chapter 8 Typography and Visualization.
Designing with Type.
Visualization.
Images.
Basics of Visualizing Form.
Integrating Type and Image.
Showcase: Robynne Raye.
Chapter 9 Composition.
What is Composition?
The Basic Compositional Structures.
Basic Design Principles.
Case Study: Schematic Touchwall.
Directing the Viewer Though a Composition.
Multiple Pages and Modularity.
The Grid.
Visual Basics for Screen-Based Media Motion.
PART 3 DESIGNING ACROSS MEDIA.
Chapter 10 Campaigns and Storytelling.
What is a Campaign, and What Makes It Effective?
Case Study: Mini Covert.
Storytelling.
Showcase: The Power of Story.
Grabbing Attention.
Chapter 11 Designing for Print.
Print Basics.
Considerations for Print.
Chapter 12 Designing for Motion, Broadcast, and Broadband.
And Now a Word from Our Sponsors… .
Basics for Screen-Based Media.
Basic Considerations for Motion.
Basic Considerations for TV, Videos, and Web Films.
Videos.
Motion and Motion Graphics.
Chapter 13 Designing for Web Sites.
Web Sites.
Web Site Basics.
Web Site Development.
Platforms/Owned Media.
Case Study: Digital, “Swaggerize Me”.
Chapter 14 Designing for Mobile Advertising.
Mobile Advertising Basics.
Case Study: Storyboard, Sony Ericsson “Big Screen”.
Considerations for Mobile Advertising.
Case Study: UrbanDaddy | The Next Move iPhone Application.
Chapter 15 Designing for Social Media and Unconventional Marketing.
Considerations for Social Media.
Viral Intent.
Unconventional Advertising.
Considerations for Unconventional Advertising.
Interview with Richard Binhammer.
Case Study: Panasonic “Share the Air” Campaign.
Glossary.
Bibliography.
Index.
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Add Advertising by Design: Generating and Designing Creative Ideas Across Media - 2nd Edition, Don't miss the new updated edition of the complete guide to the creative processes behind successful advertising design. The second edition of Advertising by Design has been developed and greatly expanded. Sill the most comprehensive text on cre, Advertising by Design: Generating and Designing Creative Ideas Across Media - 2nd Edition to the inventory that you are selling on WonderClubX
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Add Advertising by Design: Generating and Designing Creative Ideas Across Media - 2nd Edition, Don't miss the new updated edition of the complete guide to the creative processes behind successful advertising design. The second edition of Advertising by Design has been developed and greatly expanded. Sill the most comprehensive text on cre, Advertising by Design: Generating and Designing Creative Ideas Across Media - 2nd Edition to your collection on WonderClub |