Basics Advertising 02: Art Direction
Art Direction
Published on 1. June 2010
Book
Paperback/Softback
184 pages
978-2-940411-21-4 (ISBN)
Description
"Basics Advertising: Art Direction" is a comprehensive guide to the role of the art director. It examines the key techniques, approaches and secrets involved in the development of creative advertising concepts. The book emphasises 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 visualising and exploring different ideas, and discusses the use of moving image, photography, illustration and typography to realise these ideas. It also explores the use of different advertising media, from traditional formats to new and alternative channels of communication.
Reviews / Votes
"Another excellent addition to the Basics range. A good introduction to the subject with useful examples and references throughout. It is consistent with others in the series - clear and methodical structure and composition." Christopher Skinner, The College of West Anglia, UK. "Well written text with useful insights and detailed case studies, perfect for our course. A good layout, easy to understand and navigate through." Christopher Morris, University of Salford, UK. "A really good introduction to art direction covering all the necessary information in digestible 'bite size' chunks ... Layout is uncomplicated and accessible. I like the 'Way with words' definitions which deconstruct the language used. Well illustrated with meaningful examples." Rhiannon Robinson, University of Cumbria, UK.More details
Series
Language
English
Place of publication
Lausanne
Switzerland
Publishing group
Bloomsbury Publishing PLC
Target group
College/higher education
Product notice
With flaps
Illustrations
200 colour illustrations
Dimensions
Height: 244 mm
Width: 170 mm
Thickness: 12 mm
Weight
487 gr
ISBN-13
978-2-940411-21-4 (9782940411214)
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 Classification
Other editions
Additional editions
Nik Mahon
Basics Advertising 02: Art Direction
E-Book
11/2017
1st Edition
Bloomsbury Visual Arts
€31.99
Available for download
Nik Mahon
Basics Advertising 02: Art Direction
E-Book
06/2010
1st Edition
AVA Publishing
€31.99
Available for download
Person
Nik Mahon is a senior lecturer in Advertising at Southampton Solent University. Since entering higher education he has been involved in the design, delivery and development of a variety of advertising, media and communication courses for colleges and universities in the UK and overseas. At the same time, he has also been actively engaged in the design and delivery of creative thinking and problem solving programmes and short courses for several major advertising agencies and blue chip organisations. His clients have included British Gas, Ordnance Survey, The Inland Revenue and United Biscuits.
Content
How to get the most out of this book. Introduction. 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. 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. Creating the adverts: Getting prepared; From visuals to the finished work; Photography; Illustration; Typography; Planning and storyboarding commercials. Media: Posters; Magazine and press; Television and cinema; Online; Direct; Ambient; Other media; Integrated media campaigns. Ideas and inspiration: Creative fuel; Finding inspiration and getting ideas; Emotion and empathy; How to tell whether your idea's any good. Getting a job as an art director: Putting your book together; Planning your campaign; Approaching agencies; What the agency is looking for; Your first placement and what happens next; Support and resources. Conclusion. Glossary. Useful contacts. Bibliography. Acknowledgements. Working with ethics.