Creative Advertising - An Introduction
Creative Advertising: An Introduction explores the fundamentals of advertising and branding, providing an indispensable overview of creative thinking in advertising practice. The book offers clear guidance on portfolio presentation, making contacts and skills building, on crafting ideas in copy and art direction, and on working with others in the larger creative process. It is full of advice from some of the worlds leading figures in advertising and is illustrated with numerous examples of award-winning work.
Introduction PART ONE Chapter 1: The business of advertising Chapter 2: The development of advertising Chapter 3: A branded world PART TWO Chapter 4: Starting a conversation Chapter 5: Thinking of what to say Chapter 6: How will you say it? Chapter 7: Crafting your ideas Chapter 8: Executing the executions Chapter 9: Career plans Chapter 10: Conclusion Glossary Further Resources Index Picture credits Acknowledgements