02832nam a22003377a 4500 pucpr 20210722200715.0 210722b2010 ao||| b||| 00| 0 eng d 9782940411214 2940411212 pucpr eng pucpr pucpr rda CARIBET NC997 M34 2010 659.1 298567 Mahon, Nik Art direction. / Nik Mahon. txt Lausanne, Switzerland : AVA Academia ; La Vergne, TN : Distributed in the USA and Canada by Ingram Publisher Services, 2010. 183 pages : ill. ; photo. ; col. ; 23 cm. book rdacontent text txt rdamedia unmediaded n rdcarrier volume nc 298568 Basics advertising 2 Include bibliography How to get the most out of this book -- Introduction -- The role of the art director -- What art direction is (and what it isn't) -- How art direction works -- The creative team -- The role of the art director -- Working with the specialists and seeing the job through -- The tools of art direction -- Seeing things differently -- Doing things differently -- Give the audience something to discover -- Using ambiguous imagery -- Establishing a visual hierarchy -- Creating visual impact -- Simplicity and understatement -- Creating a distinct look for the brand -- Creating the adverts -- Getting prepared -- From visuals to the finished work -- Photography -- Illustration -- Typography -- Planning and storyboarding commercials -- Media -- Posters -- Magazine and press -- Television and cinema -- Online -- Direct -- Ambient -- Other media -- Integrated media campaigns -- Ideas and inspiration -- Creative fuel -- Finding inspiration and getting ideas -- Emotion and empathy -- How to tell whether your idea's any good -- Getting a job as an art director -- Putting your book together -- Planning your campaign -- Approaching agencies -- What the agency is looking for -- Your first placement and what happens next -- Support and resources -- Conclusion -- Glossary -- Useful contacts -- Bibliography -- Acknowledgements -- Working with ethics -- A guide to the role of the art director. It examines the techniques, approaches and secrets involved in the development of creative advertising concepts. It emphasises the importance of seeing things differently, and providing the audience with something to discover. It examines the process of visualising and exploring different ideas. 298569 Art direction 296373 Advertising 78598 Commercial arts. 206144 Business and Management. lcc 6 NC997 General M34 2010 296565 296565 0 0 lcc 0 0 4 4 33 2021-07-22 GOBI 31.46 0 General NC997 M34 2010 91000000065086 2021-07-22 00:00:00 1 41.36 2021-07-22 6