Buch, Englisch, 236 Seiten, Format (B × H): 156 mm x 234 mm
Creativity, Sustainability, and Diversity in Theory and Practice
Buch, Englisch, 236 Seiten, Format (B × H): 156 mm x 234 mm
ISBN: 978-1-032-97507-8
Verlag: Taylor & Francis Ltd
Designed to teach students the essential theory and tools of advertising, this unique textbook also places a special emphasis on sustainability, diversity and ethical issues within contemporary practice.
Offering a complete introduction to the topic, this book covers practical and creative skills while raising central theories of communication and knowledge around the impact of advertising. Topics include a short history of the industry, branding, writing briefs and de-briefing, conceptualising, art direction and copywriting. Readers will also be introduced to consumer behaviour to understand their target audience and key theories around persuasion, rhetoric, semiotics, colour theory and meaning transfer. Each topic is offset by tasks and tips which encourage students to engage with and understand its moral implications: from environmental impacts, to stereotyping and representation. With activities in every chapter, this book takes a scaffolding approach to learning, guiding readers from the basics up to landing their first job in the industry and reinforcing knowledge along the way. A concluding chapter offers guidance on portfolio layouts, CV content, interview preparation, networking skills and applying for competitions.
This is an essential read for anyone undertaking courses in Creative Advertising, Marketing and, while also being a useful resource for courses in Graphic Design, Public Relations, Media and Sustainability.
e-Resources for instructors include an example syllabus, extra reading list, class activities and additional advertising briefs.
Zielgruppe
Undergraduate Advanced and Undergraduate Core
Autoren/Hrsg.
Fachgebiete
Weitere Infos & Material
Preface
Textbook Learning Outcomes
Chapter 1: Advertising Arc
Chapter 2: Sustainable Selling
Chapter 3: Accountable Advertising
Chapter 4: Convergence Culture
Chapter 5: Creative Communication
Chapter 6: Building Brands
Chapter 7: Consumer Culture
Chapter 8: Planning & Process
Chapter 9: Crafting Creativity
Chapter 10: Persuasive Plots
Chapter 11: Personas & Promotion
Chapter 12: Planning & Production
Chapter 13: Career Compass
Index
