Generating and Designing Creative Ideas Across Media
Buch, Englisch, 264 Seiten, Format (B × H): 276 mm x 219 mm, Gewicht: 838 g
ISBN: 978-1-118-97105-5
Verlag: John Wiley & Sons Inc
Autoren/Hrsg.
Fachgebiete
Weitere Infos & Material
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
