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Basics Advertising 02: Art Direction
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About This Book
Art Direction examines the key techniques, approaches and 'secrets' involved in the development of creative advertising concepts. Mahon provides tips on how to use surprise, simplicity, provocation and visual drama to communicate the advertising message.
The book examines the process of visualizing and exploring different ideas, and discusses the use of moving image, photography, illustration and typography to realize these ideas. It also explores the use of different advertising media, from traditional formats to new and alternative channels of communication.
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Yes, you can access Basics Advertising 02: Art Direction by Nik Mahon in PDF and/or ePUB format, as well as other popular books in Business & Advertising. We have over one million books available in our catalogue for you to explore.
Information
10
11
The
term
‘art
direction’
is
generally
used
to
describe
the
process
of
organising
and
quite
literally
directing
the
visual
elements
of
any
communication
media,
be
it
a
film,
a
television
programme,
a
digital
installation,
a
commercial
or
a
print-based
advert.
In
this
sense,
art
direction
is
an
activity
that
has
a
much
broader
application
across
a
range
of
disciplines
associated
with
visual
communication.
For
the
purpose
of
this
book,
we’ll
be
looking
more
specifically
at
the
role
of
art
direction
within
the
field
of
advertising
and
the
manner
in
which
the
skills
of
the
art
director
are
employed
to
achieve
defined
advertising
goals
and
objectives.
Chapter
1
The
role
of
the
art
director
Chapter
2
The
tools
of
art
direction
Table of contents
- Cover
- Title pages
- Copyright
- Contents
- How to get the most out of this book
- Introduction
- Chapter 1
- Chapter 2
- Chapter 3
- Chapter 4
- Chapter 5
- Chapter 6
- Back cover