| Description |
1 online resource (208 pages) : illustrations (chiefly colour), portraits (chiefly colour) |
| Physical Medium |
polychrome |
| Description |
text file |
| Note |
Includes index. |
| Summary |
This is an accessible introduction to creative advertising techniques. Featuring 100 spreads detailing concepts such as the 'Reveal' and the 'Mash-up', it presents the key methods of devising print, television, radio, direct, and online ideas. The process of creating an ad can be divided into three steps: planning; concept creation; crafting. This book provides a straightforward guide to concept creation, including methods that are applicable across media and offering wide-ranging examples from international campaigns. Aimed at agency creatives, planners, and account handlers, as well as graphic designers, marketing professionals, and students, this book has wide-ranging appeal. |
| Contents |
Cover; Title Page; Copyright; Contents; Introduction; 01 / Reveals; 02 / Mash-Ups; 03 / Double Meanings; 04 / Puns; 05 / Visual Puns; 06 / Visual Metaphors; 07 / Visual Similes; 08 / Analogy; 09 / Omission; 10 / Minimalism; 11 / Rhyme; 12 / Alliteration; 13 / Questions; 14 / The Rule of Three; 15 / Contrasting Pairs; 16 / Lists; 17 / Storytelling; 18 / Consequences; 19 / Sequences; 20 / Homages; 21 / Borrowed Interest; 22 / Reversal; 23 / Displacement; 24 / Disruption; 25 / Contradiction; 26 / Repetition; 27 / Hyperbole; 28 / Visual Hyperbole; 29 / Understatement; 30 / Comparison. |
|
31 / Surrealism32 / Shock; 33 / Irony; 34 / Bathos; 35 / Paradox; 36 / Slang; 37 / Killer Facts; 38 / Self-Awareness; 39 / Anti-Advertising; 40 / Advertising Parodies; 41 / Brand Mascots; 42 / Bringing the Product to Life; 43 / Personification; 44 / Catchphrases; 45 / Neologisms; 46 / Long Copy; 47 / The Curiosity Arouser; 48 / Arguments; 49 / Advice; 50 / Insults; 51 / Compliments; 52 / Challenges; 53 / Crusades; 54 / In-Jokes; 55 / Interaction; 56 / Crowdsourcing; 57 / Ambient; 58 / Installation; 59 / Special Builds; 60 / Stunts; 61 / Using the Medium; 62 / Hoaxes; 63 / Hidden Camera. |
|
64 / Documentary65 / Big Ads; 66 / Branded Content; 67 / Playing with the Logo; 68 / Symbols; 69 / Typography; 70 / Pricing; 71 / Competitive Ads; 72 / Range; 73 / Product Demonstration; 74 / Product Shot; 75 / Product Sampling; 76 / Topical; 77 / Puzzles; 78 / Illusion; 79 / Diagrams; 80 / Annotation; 81 / Perspective Change; 82 / Details; 83 / The Effects of Time; 84 / Dramatizing the Negative; 85 / Dramatizing Product Experience; 86 / Scale; 87 / National Identity; 88 / Regional Identity; 89 / Alternative Uses; 90 / Transformation; 91 / Product Transformation; 92 / Heritage. |
|
93 / Product Story94 / Product Features; 95 / Local Knowledge; 96 / Endorsement; 97 / Testimonial; 98 / Reverse Testimonial; 99 / Manufacturer's Testimonial; 100 / Staff; Index; Credits. |
| Local Note |
eBooks on EBSCOhost EBSCO eBook Subscription Academic Collection - North America |
| Subject |
Advertising.
|
|
Advertising. |
|
Advertising -- Case studies.
|
|
Advertising -- Case studies. |
| Genre/Form |
Electronic books.
|
|
Case studies.
|
|
Case studies.
|
| Added Title |
100 ways to create a great advertisement |
|
One hundred ways to create a great ad |
| Other Form: |
Print version: Collins, Tim, author. 100 ways to create a great ad 9781780671680 (OCoLC)885019974 |
| ISBN |
9781780676456 (electronic book) |
|
178067645X (electronic book) |
|
9781780671680 |
|
1780671687 |
|
