by Robin Landa · Wiley · tapa blanda · ISBN 9780471428978
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Advertising by Design is a complete guide to the process behind effective advertising design. This full-color text provides a highly illustrative, behind-the-scenes look at developing successful ads for a variety of media, including print, television, online, and guerrilla advertisements, empowering students to find creative solutions. The book encourages students to push past the obvious design choices to find the big idea. Dozens of celebrated ad campaigns demonstrate concepts such as the visual and verbal relationship, visual metaphors, and creating unified campaigns. It is supplemented with interviews from esteemed creative directors and chapters on developing imaginative ideas, copywriting, and advertising history.
