The Advertising Concept Book: Think Now, Design Later : a Complete Guide to Creative Ideas, Strategies and CampaignsThames & Hudson, 2008 - 272 Seiten How do you write a great ad? Pete Barry, who worked at Ogilvy London and now teaches in New York, goes straight to the basics: work out what you want to say, who you are saying it to, and how you want to say it. No amount of glossy presentation will make a successful ad if the idea behind it is unconvincing. Structured to provide both a complete course on advertising and a quick reference on particular topics, the book covers every aspect of the business, from how to write copy and choose a typeface to how agencies work, to the different strategies used for print, TV, film, and other types of media, including interactive. In a unique feature, Barry provides his own concept drawings of nearly 400 of the greatest ads of all time. Exercises throughout will help both students and professionals assess their own work and that of others. Having critiqued and directed over 45,000 student ads, Barry outlines simple rules about where to start and how to "push" an ad to turn it into something exceptional. He explains how to work in a team, or not; how to best present projects; and how to turn an idea into a campaign. |
Im Buch
Führe diese Suche in allen Bänden durch: ï¬ g
Ergebnisse 1-0 von 0
Inhalt
Contents Introduction | 6 |
Basic Tools | 17 |
The Strategy | 41 |
Urheberrecht | |
17 weitere Abschnitte werden nicht angezeigt.
Andere Ausgaben - Alle anzeigen
The Advertising Concept Book: Think Now, Design Later : a Complete Guide to ... Pete S. Barry Keine Leseprobe verfügbar - 2012 |
The Advertising Concept Book: Think Now, Design Later : a Complete Guide to ... Pete Barry Keine Leseprobe verfügbar - 2008 |
The Advertising Concept Book: Think Now, Design Later : a Complete Guide to ... Pete Barry Keine Leseprobe verfügbar - 2012 |
Häufige Begriffe und Wortgruppen
Abbott Mead Vickers advertising Agency ambient art direction awards banner Bartle Bogle Hegarty basic BBDO benefit better BMP DDB body copy brand Bud Light campaign idea chapter Claymation clever cliché Client color commercial communicate competition concept consumer create creative director creative team Crispin Porter Economist example execution fact famous final headline and visual humor integrated interactive layout Lego literal logo London look Mead Vickers BBDO Nike one-shot opposite overleaf person poster product or service proposition QuarkXPress radio reductionism Roy Grace Saatchi & Saatchi script sell sentence simple someone sound Stella Artois strategy statement student tagline target there's things tone of voice twist unique Unique Selling Proposition usually visual simile VW Polo words write