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Art direction / Nik Mahon.

By: Material type: TextTextSeries: 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
Media type:
  • unmediated
Carrier type:
  • volume
ISBN:
  • 2940411212
  • 9782940411214
Subject(s): DDC classification:
  • 659.1045 22
LOC classification:
  • NC997 .M234 2010
Contents:
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.
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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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