Basics Advertising : Art Direction is a comprehensive guide to the role of the art director. It examines the key techniques, approaches and 'secrets' involved in the development of creative advertising concepts. The book emphasises 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 also explores the use of different graphic techniques and advertising media, from traditional formats to new and alternative channels of communication. Basics Advertising : Art Direction is rich with insight, commentary and quotations from leading practitioners; with text supported by images of award winning campaigns from around the world, and practical exercises providing readers with an opportunity to sharpen their own art direction skills. The book also includes a section on finding employment as an art director, covering the process of putting a book together and approaching agencies, and concluding with a useful overview of the support and resources available for students and junior creatives starting their career.
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