000			02796cam a2200397 i 4500
005			20230526151127.0
008			100719s2010 sz a b 000 0 eng d
011			_aBIB MATCHES WORLDCAT
020			_a2940411212 _qpbk.
020			_a9782940411214 _qpbk.
035			_a(OCoLC)506253039
040			_aUKM _beng _erda _cUKM _dYDXCP _dSINLB _dBTCTA _dCPL _dC#P _dBWX _dATU
050		4	_aNC997 _b.M234 2010
082	0	4	_a659.1045 _222
100	1		_aMahon, Nik, _eauthor. _91079766
245	1	0	_aArt direction / _cNik Mahon.
264		1	_aLausanne, Switzerland : _bAVA Academia, _c[2010]
264		2	_aLa Vergne, Tenn. : _bDistributed in the USA and Canada by Ingram Publisher Services
264		4	_c©2010
300			_a183 pages : _billustrations (chiefly colour) ; _c23 cm.
336			_atext _btxt _2rdacontent
337			_aunmediated _bn _2rdamedia
338			_avolume _bnc _2rdacarrier
490	1		_aBasics advertising ; _v2
504			_aIncludes bibliographical references (page 175).
505	0	0	_tIntroduction -- _tChapter One: THE ROLE OF THE ART DIRECTOR -- _tWhat Art Direction is (and what it isn't) -- _tHow art direction works -- _tThe creative team -- _tThe role of the art director -- _tWorking with the specialists and seeing the job through -- _tChapter Two: THE TOOLS OF ART DIRECTION -- _tSeeing things differently -- _tDoing things differently -- _tGive the audience something to discover -- _tUsing ambiguous imagery -- _tEstablishing a visual hierarchy -- _tCreating visual impact -- _tSimplicity and understatement -- _tCreating a distinct look for the brand -- _tChapter Three: CREATING THE ADVERTS -- _tGetting prepared -- _tFrom visuals to the finished work -- _tPhotography -- _tIllustration -- _tTypography -- _tPlanning and Storyboarding commercials -- _tChapter Four: MEDIA -- _tPosters -- _tMagazine and Press -- _tTelevision and Cinema -- _tOnline -- _tDirect -- _tAmbient -- _tOther media -- _tIntegrated media campaigns -- _tChapter Five: IDEAS AND INSPIRATION -- _tCreative fuel -- _tFinding inspiration -- _tEmotion and empathy -- _tHow to tell whether your idea's any good -- _tChapter Six: GETTING YOUR FIRST JOB AS AN ART DIRECTOR -- _tPutting your book together -- _tPlanning your campaign -- _tApproaching the agencies -- _tWhat the agency is looking for -- _tYour first placement and what happens next -- _tSupport and resources -- _tConclusion.
588			_aMachine converted from AACR2 source record.
650		0	_aCommercial art _9315714
650		0	_aAdvertising. _9313421
650		0	_aArt direction _9336247
830		0	_aBasics advertising ; _v2. _91070011
907			_a.b11726994 _b14-01-20 _c27-10-15
942			_cB
945			_a659.1045 MAH _g1 _iA453337B _j0 _lcmain _o- _p$53.26 _q- _r- _s- _t0 _u4 _v0 _w1 _x0 _y.i13038953 _z29-10-15
998			_ab _ac _b06-04-16 _cm _da _feng _gsz _h0
999			_c1210350 _d1210350