Basics Advertising 02: Art Direction

ISBN: 2940411212

Author: Mahon, Nik

Condition: Used

Art Direction examines the key techniques, approaches and secrets involved in the development of creative advertising concepts. Mahon provides tips on how to use surprise, simplicity, provocation and visual drama to communicate the advertising message. The book 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.