Advertising by Design
Description
The newly revised Fourth Edition of Advertising by Design: Generating and Designing Creative Ideas Across Media delivers an invigorating and cutting-edge take on concept generation, art direction, design, and media channels for advertising. The book offers principles, theories, step-by-step instructions, and advice from esteemed experts to guide you through the fundamentals of advertising design and the creative process.
With a fresh focus on building a coherent brand campaign through storytelling across all media channels, Advertising by Design shows you how to conceive ideas based on strategy, build brands with compelling advertising, and encourage social media participation. You'll also get insights from guest essays and interviews with world-leading creatives in the advertising industry.
The book is filled with practical case studies that show real-world applications. You'll also benefit from coverage of
* A quick start guide to advertising
* A thorough introduction to what advertising is, including its purpose, categories, forms, media channels, social media listening, and its creators
* Creative thinking strategies and how to generate ideas based on creative briefs
* Utilizing brand archetypes and creating unique branded content
* Composition by design, including the parts of an ad, the relationship between images and copy, basic design principles, and points of view
* How to build a brand narrative in the digital age
* Copywriting how-to's for art directors and designers
* Experiential advertising
* An examination of digital design, including subsections on the basics of mobile and desktop website design, motion, digital branding, and social media design
Perfect for students and instructors of advertising design, art direction, graphic design, communication design, and copywriting, Advertising by Design also will earn a place in the libraries of business owners, executives, managers, and employees whose work requires them to understand and execute on branding initiatives, advertising campaigns, and other customer-facing content.
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Person
Robin Landa is a Distinguished Professor in the Michael Graves College at Kean University. She specializes in advertising ideas and art direction, creative thinking, graphic design and branding and has written bestselling books including Graphic Design Solutions, 6th ed., Build Your Own Brand, and Nimble: Thinking Creatively in the Digital Age.
Content
PREFACE X
ACKNOWLEDGMENTS XII
CHAPTER 1: ADVERTISING IS... 2
The Purpose of Advertising 3
What People Expect From Advertising 4
Broad Advertising Categories 4
Advertising Takes Many Forms 5
Media Channels: Paid, Owned, and Earned 7
Who Creates Advertising 8
Advertising Media Channels 10
The Ad Agency 11
Career Competencies and Expectations 14
Quickstart: What You Need to Know to Begin 15
Sample Creative Brief 17
Critique Your Own Solutions 18
Social Responsibility 19
Case Study: Liberty Hall 360: Revolutionary Wedding 20
Interview with NiRey Reynolds, The One Club for Creativity 21
Interview with Justin Moore, FCB West 24
CHAPTER 2: COMPOSITION BY DESIGN 28
Parts of an Ad 28
Image-Copy Relationship Constructions 30
Basic Design Principles 34
Directing the Viewer's Gaze Through a Composition 43
Rule of Thirds, Z-Pattern, Corner to Corner, Dominant Movement 44
Point of View 46
Illusion of Spatial Depth 46
The Illusion of Movement 48
Campaigns by Design: Triplets Versus Cousins 48
Integrated Media Campaigns 52
What Makes a Good Integrated Campaign? 54
Unifying the Touchpoints Throughout a Campaign 54
Case Study: Domtar PAPERbecause 55
Essay: Zombies, Aliens, English Soccer, and the Story of Integrated Advertising by Greg Braun 59
Interview with Charlene Chandrasekaran, Droga5 London 62
CHAPTER 3: ART DIRECTION 66
Art Director's Role 66
Art Direction Checklist 68
Type by Design 68
Clarity of Visual Communication 68
Selecting a Typeface For Idea, Content, and Audience 69
Image by Design 74
Imagery 76
Visualizing Form 79
Integrating Type and Image 81
Case Study: Matchabar "Hustle" 86
Interview with Bernice Chao, R/GA California 88
CHAPTER 4: BUILDING A BRAND NARRATIVE AND BRAND EXPERIENCES 94
Brand as Promise 94
Target Audience 95
Strategic Thinking Underpinning the Brand Story 95
Ad Idea and On-Brand Alignment 97
Positioning 101
Brand Story Considerations 101
Strategic Approaches 103
Archetypes 104
The Bigger Brand Story 105
Case Study: Dunkin' Rebrand 107
Case Study: HSBC: "Bank Cab" Program 109
Interview with Renato Fernandez, TBWA\Chiat\Day Los Angeles 111
CHAPTER 5: THE AD IDEA 114
Creative Ideas 114
Insights 115
Ideas 117
N.A.R.C.: What an Idea has to Do 117
Idea-Generation Process 123
More Points of Departure for Ideation 124
Case Study: Burger King UK: "Meltdown" 130
Case Study: Oscar Mayer: "Wake Up & Smell the Bacon" 132
Case Study: Samsung 5G Fan Experience 133
Interview with José Mollá, the community 136
CHAPTER 6: STORYBUILDING AND CONTENT CREATION 144
Storybuilding in the Digital Age 144
The Core Brand Narrative: The Story Ecosystem 144
Telling a Shareworthy Story 147
Brand as Activist: Embedding Social Purpose 147
Story Archetypes 150
Story Basics 151
Essay: The Power of Story by Alan Robbins 152
Interview with Emlyn Allen, Grey New York 154
CHAPTER 7: DECONSTRUCTING MODEL FORMATS 158
The Appeal of Transformation 158
Conveying the Advertising Message 159
Basic Formats 161
Case Study: Jordan Brand: "The Last Shot" 174
Interview with Sophia Lindholm, Forsman & Bodenfors Sweden 176
CHAPTER 8: COPYWRITING 178
Purpose 178
The Craft of Writing Headlines: One Dozen Guidelines 179
The Headline and Image Relationship 180
Taglines 184
The Writing Process 185
Case Study: The Art of Shaving: Evolution Campaign 186
Interview with Julia Neumann, TBWA\Chiat\Day New York 187
CHAPTER 9: THINKING CREATIVELY 192
Tools that Stimulate Creative Thinking 192
Creativity Through Making 202
Case Study: The Art of Shaving Barber Spa 204
Interview with Jayanta Jenkins, Disney+ and Saturday Morning 205
CHAPTER 10: TV COMMERCIALS AND SOCIAL VIDEOS 208
Storytelling in Time-Based Media 208
Storyboard 208
How a Commercial or Video Looks: Art Direction Essentials 209
Commercials and Social Videos 212
Strategy, Idea, Benefit, and Channel 214
Commercial Checklist 218
Case Study: Thinkthin Integrated Campaign 219
Interview with Erin Evon, R/GA New York 221
CHAPTER 11: WEBSITE, MOBILE, SOCIAL, EXPERIENTIAL, AND IMMERSIVE ADVERTISING 226
Get the Audience's Attention 226
Experience Focused and Media Agnostic 227
Website Basics 228
Branding 229
Desktop Website Design 229
Website Development 233
Mobile by Design 233
Social by Design 238
Experiential and Immersive Experiences by Design 241
Case Study: BBC Civilizations AR 248
Case Study: New Orleans Offline Playlist 250
Essay: Adapting for Success by Michael Mierzejwski 252
Interview with Gerard Crichlow, Interpublic Group 254
GLOSSARY 256
INDEX 264
