MARC Record from Library of Congress

LEADER: 02516nam a22002418a 4500
001 2010004726
003 DLC
005 20100216143437.0
008 100207s2010 nju 000 0 eng
010 $a 2010004726
020 $a9780470362686 (pbk. : acid-free paper)
040 $aDLC$cDLC
050 00 $aHF5823$b.L23 2010
082 00 $a659.1$222
100 1 $aLanda, Robin.
245 10 $aAdvertising by design /$cRobin Landa.
250 $a2nd ed.
260 $aHoboken, N.J. :$bJohn Wiley & Sons,$c2010.
263 $a1008
300 $ap. cm.
505 0 $aWhat is advertising? The purpose of advertising. Who creates advertising? Ethics -- The project process. Six phases of the project process : the creative brief -- Creative thinking. Tools that stimulate creative thinking -- The brand idea. Understanding the brand or group. The big idea. The brand idea -- The big idea. Looking for an insight. Visual brief collage board. Concept-generation process. Thinking creatively : more points of departure for conceptualization. Let's end this discussion of idea generation with a question -- Copywriting. What comes first-the line or the visual? -- Approaches. Deconstructing Model frameworks. How to convey the advertising message. Approaches -- Typography and visualization. Designing with type. Visualization. Images. Basics of visualizing form. Integrating type & image -- Composition. What is composition? Three basic structures : type-driven, image-driven, and visual-verbal synergy. Basic design principles for single and multiple page applications for print and screen. Directing the viewer through a composition. Multiple pages & modularity. The grid. Visual basics for screen-based media motion -- Campaigns & storytelling. What is a campaign? What makes a campaign effective? Storytelling. Grabbing attention -- Designing for print. Print basics. Considerations for print -- Designing for motion, broadcast & broadband. And now a word from our sponsors... basics for screen-based media. Considerations for motion. Considerations for TV, videos, & web films. Videos. About motion and motion graphics -- Designing for websites. Websites. Website basics. Website development. Platforms/owned media -- Designing for mobile. Mobile basics. Considerations for mobile -- Designing for social media and unconventional marketing. Considerations for social media. Viral intent. Unconventional advertising. Considerations for unconventional advertising.
650 0 $aAdvertising.
650 0 $aCreative ability in business.