Art direction / Nik Mahon.
Material type: TextSeries: Basics advertising ; 2.Publisher: Lausanne, Switzerland : AVA Academia, [2010]Distributor: La Vergne, Tenn. : Distributed in the USA and Canada by Ingram Publisher Services Copyright date: ©2010Description: 183 pages : illustrations (chiefly colour) ; 23 cmContent type:- text
- unmediated
- volume
- 2940411212
- 9782940411214
- 659.1045 22
- NC997 .M234 2010
Item type | Current library | Call number | Copy number | Status | Date due | Barcode | |
---|---|---|---|---|---|---|---|
Book | City Campus City Campus Main Collection | 659.1045 MAH (Browse shelf(Opens below)) | 1 | Available | A453337B |
Browsing City Campus shelves, Shelving location: City Campus Main Collection Close shelf browser (Hides shelf browser)
659.10420973 ADV Advertising and society : controversies and consequences / | 659.10420973 ADV Advertising and culture : theoretical perspectives / | 659.10420973 BER Ads, fads, and consumer culture : advertising's impact on American character and society / | 659.1045 MAH Art direction / | 659.1045553 UTO Utopian images and narratives in advertising : dreams for sale / | 659.104593 ALS Railways studios : how a government design studio helped build New Zealand / | 659.1072 USI Using qualitative research in advertising: strategies, techniques, and applications / |
Includes bibliographical references (page 175).
Introduction -- Chapter One: THE ROLE OF THE ART DIRECTOR -- What Art Direction is (and what it isn't) -- How art direction works -- The creative team -- The role of the art director -- Working with the specialists and seeing the job through -- Chapter Two: THE TOOLS OF ART DIRECTION -- Seeing things differently -- Doing things differently -- Give the audience something to discover -- Using ambiguous imagery -- Establishing a visual hierarchy -- Creating visual impact -- Simplicity and understatement -- Creating a distinct look for the brand -- Chapter Three: CREATING THE ADVERTS -- Getting prepared -- From visuals to the finished work -- Photography -- Illustration -- Typography -- Planning and Storyboarding commercials -- Chapter Four: MEDIA -- Posters -- Magazine and Press -- Television and Cinema -- Online -- Direct -- Ambient -- Other media -- Integrated media campaigns -- Chapter Five: IDEAS AND INSPIRATION -- Creative fuel -- Finding inspiration -- Emotion and empathy -- How to tell whether your idea's any good -- Chapter Six: GETTING YOUR FIRST JOB AS AN ART DIRECTOR -- Putting your book together -- Planning your campaign -- Approaching the agencies -- What the agency is looking for -- Your first placement and what happens next -- Support and resources -- Conclusion.
Machine converted from AACR2 source record.
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