Basics Advertising: Art Direction is a comprehensive look at the role of the art director. It examines the key techniques, approaches and 'secrets' involved in the development of creative advertising concepts. The book emphasizes the importance of seeing things differently, and providing the audience with something to discover. It provides tips on how to use surprise, simplicity, provocation and visual drama to communicate the advertising message. It examines the process of visualizing and exploring different ideas, and discusses the use of moving image, photography, illustration and typography to realize these ideas. It also explores the use of different advertising media, from traditional formats to new and alternative channels of communication.
Basics Advertising: Art Direction introduces students to the role of the art director. It provides advice, guidelines and principles for developing great advertising concepts. The book explores methods of finding inspiration and coming up with ‘big ideas,’ but also discusses the process of developing these ideas and expressing them in a surprising and memorable way. Packed with contributions and examples from contemporary art directors from around the world, the book also includes a section containing useful advice and information on starting a career in art direction.
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