TY  - BOOK
AU  - Mahon,Nik
TI  - Art direction
T2  - Basics advertising
SN  - 2940411212
AV  - NC997 .M234 2010
U1  - 659.1045 22
PY  - 2010///]
CY  - Lausanne, Switzerland
PB  - AVA Academia
KW  - Commercial art
KW  - Advertising
KW  - Art direction
N1  - 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
ER  -