What makes an advertisement hard-hitting and memorable? Creative Advertising unravels the creative processes behind some of the most original and effective campaigns of recent years. Mario Pricken showcases over 200 examples of international advertising from a wide range of media including books and magazines, billboards, television, cinema and the Internet. Clearly presented and extremely accessible, each chapter highlights different practical methods for creating original and unforgettable advertisements, from finding the elusive 'big idea' to re-working classic techniques. The selection covers award-winning work from some of the biggest and most influential names in the industry alongside such exciting young agencies as London-based mother ltd. All brilliantly demonstrate a fascinating range of approaches including ways of visualizing concepts, the art of illusion and paradox, using metaphor and analogy, and deploying shock tactics and humour. Interviews with international luminaries of the advertising world also provide valuable insight into the working practices of top creatives.
Entertaining and inspirational, Creative Advertising is an indispensable book for all designers, art directors, and anyone looking to sharpen their creative edge.
Sprache
Verlagsort
Zielgruppe
Für Beruf und Forschung
Für höhere Schule und Studium
Illustrationen
450 illustrations, (380 colour )
Maße
Höhe: 287 mm
Breite: 251 mm
Dicke: 25 mm
Gewicht
ISBN-13
978-0-500-51074-2 (9780500510742)
Copyright in bibliographic data and cover images is held by Nielsen Book Services Limited or by the publishers or by their respective licensors: all rights reserved.
Schweitzer Klassifikation
Mario Pricken is a creative director and direct marketing consultant who trains creative teams from advertising agencies and marketing departments. He has written widely on his innovative techniques.
