Basics Advertising - Art Direction

Basics
Advertising: Art Direction is a comprehensive look at the role of the
art director. It examines the key techniques, approaches and ‘secrets’
involved in the development of creative advertising concepts.
The
book emphasizes the importance of seeing things differently, and
providing the audience with something to discover. It provides tips on
how to use surprise, simplicity, provocation and visual drama to
communicate the advertising message. It 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.