Advertising by Design: Creating Visual Communications with Graphic Impact
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Part One: Informing, Persuading, and Provoking.
How Advertising Works.
Chapter 1: A Brief History of Advertising.
In the Very Beginning.
The Art of Advertising: Theories and Media.
The Creative Revolution.
Showcase: George Lois.
Showcase: Lou Dorfsman.
Showcase: Allan Beaver.
Showcase: Smokey Bear Public Service Campaign.
Showcase: “I LOVE NEW YORK” Campaign.
Chapter 2: The Biz: Structure, Strategy, and the Creative Brief.
What Is Advertising?
The Ad Agency.
Who Is the Audience?
Types of Ads.
The Creative Brief.
Sample Creative Brief from The Richards Group/Dallas.
Case History: Mustoes/London.
Insights and Intuition.
Part Two: What‘s The Big Idea?
Formulating an Advertising Concept.
Chapter 3: Thinking Critically and Creatively, and Getting Started.
Thinking Critically and Creatively.
The Creative Team.
What Makes an Ad.
Ingredients That Go into an Ad.
Design, Execution, and Media.
Chapter 4: The Big Idea.
Points of Departure: Where Do Big Ideas Come From?
Eccentric Points of View.
The Problem Is the Solution.
A Darned Good Reason.
Authenticity and Being First in Its Class.
Motivation and Inspiration.
Just the Facts, Ma’am.
Interview: Bob Isherwood.
Chapter 5: Ad Categories.
Endorsements and Testimonials.
Slice of Life.
Image or Lifestyle.
Adventures and Escapes.
Benefits and Differentiation.
Chapter 6: Expression: Make ’Em Laugh, Make ’Em Cry.
Satire, Parody, and Irony.
Passion, Lust, and Desire.
Respect and Value.
Pathos and Compassion.
Shock and Changing Our Expectations.
Interview: John Butler.
Part Three: The Visual and Verbal Expression of an Idea.
Design and Copy.
Chapter 7: Graphic Impact: Design Principles.
The Design Process.
Composition: Critical Principles of Design.
Positive/Negative Shapes and Space.
Unity and Variety.
Types of Compositions.
Chapter 8: The Design of Advertising and Expressive Typography.
The Design of Advertising.
Audience and Appropriateness.
It Shouldn’t Look Like Advertising.
Size of Logo/No Logo.
Copy as Sales Pitch.
Text and Subtext.
Size and Media.
Design Pointers to Follow (and Sometimes Ignore).
The Seamless Concert: Type and Image.
Interview: Erik Kessels.
Chapter 9: Flexibility: The Ad Campaign and Creativity.
Designing Print Campaigns.
Chapter 10: Copy.
What Comes First—the Line or the Visual?
Visual and Words: How Should They Work Together?
Visual or Words: Which Should Dominate?
How Many Words Are Too Many?
Say It in the Line—Don’t Rely on the Body Copy.
It’s Established in the Claim.
The “Do I Sound Like a Sales Pitch?” Test.
The “Do I Sound Like Something No One Would Ever Say to Anyone Else?” Test.
Whose Voice Is It?
Feed Your Writing.
Interview: Valerie Graves.
Interview: Guido Heffels.
Chapter 11: Beyond Print Media: Television Commercials, Interactive Media, and Guerilla Advertising.
Guerilla Advertising: Unconventional Methods and Media.