| Description |
xii, 244 pages : colour illustrations ; 28 cm |
| Contents |
Foreword / Paul Renner -- 1. A brief history of advertising -- 2. The biz : structure, strategy, and the creative brief -- 3. Thinking critically and creatively, and getting started -- 4. The big idea -- 5. Ad categories -- 6. Expression : make 'em laugh, make 'em cry -- 7. Graphic impact : design principles -- 8. The design of advertising and expressive typography -- 9. Flexibility : the ad campaign and creativity -- 10. Copy -- 11. Beyond print media : television commercials, interactive media, and guerilla advertising |
| Summary |
Advertising by Design is a text for beginning and intermediate advertising design courses and core courses in all visual communications programs that incorporate advertising concepts and design strategies |
| Notes |
Includes index |
| Bibliography |
Includes bibliographic references (pages 237-238) and index |
| Subject |
Visual communication.
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Communication in marketing.
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Advertising.
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Creative ability in business.
|
| LC no. |
2004009412 |
| ISBN |
9780471428978 (paperback) |
|
0471428973 (paperback) |
|
