Creative Advertising: Ideas and Techniques from the World's Best Campaigns
Thames & Hudson, 2008 - Business & Economics - 255 pages
What makes an advertisement hard-hitting and memorable? Unravelling the creative processes behind some of the most effective campaigns of recent years, this new edition of Creative Advertising showcases over 200 examples of international advertising from a wide range of media. All brilliantly demonstrate a fascinating range of approaches, including ways of visualizing concepts, the art of illusion and paradox, the use of metaphor and analogy, and the deployment of shock tactics and humour. Entertaining and inspirational, this remains a vital book for all designers, art directors, copywriters and students of advertising in fact, for anyone who makes a living from good ideas and for whom creativity is the key qualification.
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Agency Leo Burnett Agency Saatchi Agency TBWA altered Art Direction banner basic BBDO billboard BMW Mini brand brief campaign cartoon Client combined context copy creative meeting creative team depict Design develop doodles double meaning draw attention DreamTeam rules effects elements evaluate exaggerated example exercise film formulation frame of reference give goal Harvey Nichols humour idea killers Illustration imagination Johan Kramer jokes KickStart catalogue KickStart question Live Aid logo London Creative Direction medium metaphors morphological matrix Ogilvy & Mather optical illusion Osborn's checklist packaging patterns perspective phase Photo picture play playful Portugal Creative Direction possible problem situation product benefit product feature product or service provocative punchlines raw ideas Saatchi & Saatchi single-minded proposition solutions story strategies symbols synectics target group TBWA team members techniques things turn TV spot viewer visual web banner words Young & Rubicam