000			02832nam a22003377a 4500
003			pucpr
005			20210722200715.0
008			210722b2010 ao||| b||| 00| 0 eng d
020			_a9782940411214
020			_a2940411212
040			_apucpr _beng _cpucpr _dpucpr _erda
049			_aCARIBET
050			_aNC997 _bM34 2010
082			_a 659.1
100			_9298567 _aMahon, Nik
245			_aArt direction. / _cNik Mahon. _htxt
264			_aLausanne, Switzerland : _aAVA Academia ; _aLa Vergne, TN : _bDistributed in the USA and Canada by Ingram Publisher Services, _c2010.
300			_a183 pages : _bill. ; photo. ; col. ; _c23 cm. _fbook
336			_2rdacontent _atext _btxt
337			_2rdamedia _aunmediaded _bn
338			_2rdcarrier _avolume _bnc
440			_9298568 _aBasics advertising _n2
504			_aInclude bibliography
505			_aHow 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 --
520			_aA 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.
650		0	_9298569 _aArt direction
650		0	_9296373 _aAdvertising
650		0	_978598 _aCommercial arts.
650		0	_9206144 _aBusiness and Management.
942			_2lcc _c6 _hNC997 _kGeneral _mM34 2010
999			_c296565 _d296565