Basics Advertising 02: Art Direction (Paperback)

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Other Books in Series

This is book number 2 in the Basics Advertising series.


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.

About the Author

Nik Mahon is a senior lecturer in Advertising at Southampton Solent University. Since entering higher education he has been involved in the design, delivery and development of a variety of advertising, media and communication courses for colleges and universities in the UK and overseas. At the same time, he has also been actively engaged in the design and delivery of creative thinking and problem solving programmes and short courses for several major advertising agencies and blue chip organisations. His clients have included British Gas, Ordnance Survey, The Inland Revenue and United Biscuits.

Product Details
ISBN: 9782940411214
ISBN-10: 2940411212
Publisher: Continnuum-3PL
Publication Date: July 21st, 2010
Pages: 184
Language: English
Series: Basics Advertising