Condition: BRAND NEW
ISBN: 9781119691495
Year: 2021
Publisher: John Wiley & Sons Inc (US)
Pages: 288


Description:


A real-world introduction to advertising design and art direction, updated and revised for today's industry


The newly revised Fourth Edition of Advertising by Design: Generating and Designing Creative Ideas Across Media delivers an invigorating and cutting-edge take on concept generation, art direction, design, and media channels for advertising. The book offers principles, theories, step-by-step instructions, and advice from esteemed experts to guide you through the fundamentals of advertising design and the creative process.


With a fresh focus on building a coherent brand campaign through storytelling across all media channels, Advertising by Design shows you how to conceive ideas based on strategy, build brands with compelling advertising, and encourage social media participation. You'll also get insights from guest essays and interviews with world-leading creatives in the advertising industry.


The book is filled with practical case studies that show real-world applications. You’ll also benefit from coverage of 


A quick start guide to advertising

A thorough introduction to what advertising is, including its purpose, categories, forms, media channels, social media listening, and its creators

Creative thinking strategies and how to generate ideas based on creative briefs

Utilizing brand archetypes and creating unique branded content

Composition by design, including the parts of an ad, the relationship between images and copy, basic design principles, and points of view

How to build a brand narrative in the digital age

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