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Advertising by Design: Generating and Designing Creative Ideas Across Media, 3rd Edition

ISBN: 978-1-118-97105-5
264 pages
November 2016
Advertising by Design: Generating and Designing Creative Ideas Across Media, 3rd Edition (1118971051) cover image

Description

A real-world introduction to advertising design in today's industry

Advertising by Design is the most comprehensive, up-to-date guide to concept generation and design for advertising. Step-by-step instructions and expert discussion guide you through the fundamentals, as you develop the deeper understanding that connects the dots and sparks your creativity. Interviews with leading creative directors provide a glimpse into the real-world idea generation process, and case studies of successful ads allow you to dissect both the process and result to discover the keys to effective advertising. This new third edition has been thoroughly updated to reflect the industry's shift from print and TV ads to fully integrated transmedia campaigns, giving you invaluable insight into a broad range of media channels. New concepts and strategies for social media, digital media, pull marketing, creative content, and more are discussed in depth to help you tell an engaging story using every tool at your disposal. Ancillaries include PowerPoint slides and quizzes bring this book right into the classroom for a complete introduction to advertising design. 

Students seeking a career in advertising need the ability to generate idea-driven campaigns and adapt them for use in print, mobile, television, and social media formats. This book provides the well-rounded instruction required to succeed in the digital age.

  • Master the fundamentals of advertising design for a range of media channels
  • Integrate print, web, social media, and more to convey an engaging story
  • Jumpstart your creativity with lessons from top creative directors
  • Build your knowledge base around the reality of modern advertising

Effective advertisers blend ideas, information, and entertainment in a way that reaches a range of audiences through a range of media types; this requires deep mastery of idea generation, copywriting, and graphic design. Advertising by Design helps you develop the skills and knowledge today's advertising industry demands.

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Table of Contents

Preface

Acknowledgments

01 Advertising Is . . .

The Purpose of Advertising

Broad Advertising Categories

Advertising Takes Many Forms

Media Channels: Paid, Owned, and Earned

Who Creates Advertising

The Ad Agency

Social Responsibility

Career Competencies and Expectations

What You Need to Know to Begin

Sample Creative Brief

Interview with Justin Moore, creative director, Venables Bell and Partners

02 Composition by Design

Parts of an Ad

Image/Copy Relationship Constructions

Basic Design Principles

Directing the Viewer’s Gaze through a Composition

Point of View

Illusion of Spatial Depth

The Illusion of Movement

Campaigns by Design: Triplets versus Cousins

Integrated Media Campaigns

Start Designing

03 Type and Image by Design

Type by Design

Clarity of Visual Communication

Selecting a Typeface for Idea, Content, and Audience

Image by Design

Imagery

Basics of Visualizing Form

Integrating Type and Image

Interview with Milton Melendez, creative director, Red Urban

04 Building a Brand Narrative in the Digital Age

Strategic Thinking Underpinning the Brand Story

Brand Story Considerations

Strategic Approaches

Brand Storytelling

Interview with Kevin Roberts, chairman, Saatchi & Saatchi

05 The Ad Idea

Six Essential Questions

Seeking an Insight

Tools

Idea-Generation Process

Thinking Creatively: More Points of Departure for IdeationInterview with Dave Snyder, executive creative director, Firstborn

06 Storybuilding and Content Creation in the Digital Age

Storybuilding in the Digital Age

The Core Brand Narrative: The Story Ecosystem

Telling a Shareworthy Story

Story Basics

Story Starters

Essay by Alan Robbins, professor, Michael Graves College

Interview with Scott Goodson, founder, StrawberryFrog

Story Starters: Exercises and Projects

07 Deconstructing Model Formats

The Appeal of Transformation

Conveying the Advertising Message

Basic Formats

Interview with Sophia Lindholm, senior art director, Forsman & Bodenfors

08 Copywriting

Which Comes First: The Image or the Copy?

Words and Image: How Should They Work Together?

Taglines

The Writing Process

Start Writing

09 Thinking Creatively

Tools That Stimulate Creative Thinking

Creativity through Making

Interview with Rosie Arnold, executive creative director, BBH

10 Animation, Motion by Design & Commercials: TV, Web & Film

Motion Serves the Idea and Storytelling

Storyboard

Ten Guiding Principles for Storytelling in Animation or Motion

How a Commercial Looks: Design Essentials

Commercials and Social & Web Films

Strategy/Idea/Benefit/Channel

Interview with Mark Jackson, chief technology catalyst, McCann Worldgroup

11 Digital by Design: Mobile, Social & Websites

Experience Focused/Media Agnostic

Website Basics

Branding

Mobile by Design

Desktop Website Design

Website Development

Social by Design

Essay by Manik Rathee, user-experience designer, Google

Interview with Gerard Crichlow, director of social and cultural innovation, AMV BBDO

Glossary

Bibliography

Index

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Author Information

Robin Landa is a distinguished professor in the Michael Graves College at Kean University. An award-winning author, teacher, designer, and branding expert, she has written more than twenty books on advertising, design, and creativity, including such bestsellers as Graphic Design Solutions (now in its fifth edition), Build Your Own Brand, and Nimble: Thinking Creatively in the Digital Age.

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