Intro -- Title Page -- Copyright -- Dedication -- Preface -- Acknowledgments -- Chapter 1 Advertising Is … -- The Purpose of Advertising -- Broad Advertising Categories -- Advertising Takes Many Forms -- Media Channels: Paid, Owned, and Earned -- Who Creates Advertising -- The Ad Agency -- Social Responsibility -- Career Competencies and Expectations -- What You Need to Know to Begin -- Sample Creative Brief -- ■ Interview with Justin Moore, creative director, Venables Bell and Partners -- Chapter 2 Composition by Design -- Parts of an Ad -- Image/Copy Relationship Constructions -- Basic Design Principles -- Directing the Viewer's Gaze through a Composition -- Point of View -- Illusion of Spatial Depth -- The Illusion of Movement -- Campaigns by Design: Triplets versus Cousins -- Integrated Media Campaigns -- Start Designing -- ■ Case Study: Cannes Lions Touchwall -- ■ Case Study: Domtar PAPERbecause -- Note -- Chapter 3 Type and Image by Design -- Type by Design -- Clarity of Visual Communication -- Selecting a Typeface for Idea, Content, and Audience -- Image by Design -- Imagery -- Basics of Visualizing Form -- Integrating Type and Image -- ■ Interview with Milton Melendez, creative director, Red Urban -- Chapter 4 Building a Brand Narrative in the Digital Age -- Strategic Thinking Underpinning the Brand Story -- Brand Story Considerations -- Strategic Approaches -- Brand Storytelling -- ■ Case Study: Renegade -- Notes -- Chapter 5 The Ad Idea -- Six Essential Questions -- Seeking an Insight -- Tools -- Idea-Generation Process -- Thinking Creatively: More Points of Departure for Ideation -- ■ Case Study: Oscar Mayer: "Wake Up and Smell the Bacon" -- ■ Case Study: Madden GIFERATOR -- ■ Interview with Dave Snyder, executive creative director, Firstborn -- Notes -- Chapter 6 Storybuilding and Content Creation in the Digital Age.

Storybuilding in the Digital Age -- The Core Brand Narrative: The Story Ecosystem -- Telling a Shareworthy Story -- Story Basics -- Story Starters -- ■ Case Study: Panasonic "Share the Air" Campaign -- ■ Case Study: Adidas Originals -- ■ Essay: The Power of Story by Alan Robbins, professor, Michael Graves College -- ■ Interview with Scott Goodson, founder, StrawberryFrog -- Notes -- Chapter 7 Deconstructing Model Formats -- The Appeal of Transformation -- Conveying the Advertising Message -- Basic Formats -- ■ Case Study: Jordan Brand: The Last Shot -- ■ Interview with Sophia Lindholm, senior art director, Forsman & -- Bodenfors -- Notes -- Chapter 8 Copywriting -- Which Comes First: The Image or the Copy? -- Copy and Image: How Should They Work Together? -- Taglines -- The Writing Process -- ■ Case Study: The Art of Shaving: Evolution Campaign -- Chapter 9 Thinking Creatively -- Tools That Stimulate Creative Thinking -- Creativity through Making -- ■ Case Study: Mini Covert -- ■ Case Study: The Art of Shaving Barber Spa -- ■ Interview with Rosie Arnold, executive creative director, BBH -- Note -- Chapter 10 Animation, Motion by Design & -- Commercials: TV, Web & -- Film -- Motion Serves the Idea and Storytelling -- Storyboard -- Ten Guiding Principles for Storytelling in Animation or Motion -- How a Commercial Looks: Design Essentials -- Commercials and Social & -- Web Films -- Strategy/Idea/Benefit/Channel -- ■ Case Study: thinkThin Integrated Campaign -- ■ Interview with Mark Jackson, chief technology catalyst, McCann Worldgroup -- Note -- Chapter 11 Digital by Design: Mobile, Social & -- Websites -- Experience Focused/Media Agnostic -- Website Basics -- Branding -- Mobile by Design -- Desktop Website Design -- Website Development -- Social by Design -- ■ Case Study: Clever Girls Collective -- ■ Case Study: UrbanDaddy.

■ Essay: Understanding and Wrangling the Web, by Manik Rathee, user-experience designer, Google -- ■ Interview with Gerard Crichlow, director of social and cultural innovation, AMV BBDO -- Glossary -- Bibliography -- Index -- EULA.

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Electronic reproduction. Ann Arbor, Michigan : ProQuest Ebook Central, 2022. Available via World Wide Web. Access may be limited to ProQuest Ebook Central affiliated libraries.