By Robin Landa
John Wiley & Sons, 2004, ISBN: 978-0-471-42897-8
Advertising by Design is a complete guide to conceiving and designing effective, creative advertising. This full-color text provides a highly illustrative, behind-the-scenes look at developing successful ads and integrated ad campaigns for a variety of media—including print, television, interactive, and guerrilla. Advertising by Design encourages the reader to develop big ideas and push past obvious design choices. Dozens of celebrated ad campaigns demonstrate creative solutions. Fully supplemented with interviews from esteemed creative directors with chapters on developing imaginative ideas, copywriting, and advertising history, Advertising by Design is the perfect text for aspiring art directors, graphic designers, and copywriters.
Foreword by Paul Renner, Creative Director at Arnold Worldwide
Table of contents:
Introduction
Part One: Informing, Persuading, and Provoking
How Advertising Works
Chapter 1: A Brief History of Advertising
In the Very Beginning
The Art of Advertising: Theories and Media
The Creative Revolution
Showcase: George Lois
Showcase: Lou Dorfsman
Showcase: Allan Beaver
Showcase: Smokey Bear Public Service Campaign
Showcase: "I LOVE NEW YORK" Campaign
Chapter 2: The Biz: Structure, Strategy, and the Creative Brief
What Is Advertising?
The Ad Agency
Who Is the Audience?
Types of Ads
The Creative Brief
Sample Creative Brief from The Richards Group/Dallas
Case History: Mustoes/London
Insights and Intuition
Ethics
Part Two: What‘s The Big Idea?
Formulating an Advertising Concept
Chapter 3: Thinking Critically and Creatively, and Getting Started
Thinking Critically and Creatively
Getting Started
The Creative Team
Brainstorming Technique
What Makes an Ad
Ingredients That Go into an Ad
Design, Execution, and Media
Critique Guide
Critique Method
Chapter 4: The Big Idea
Points of Departure: Where Do Big Ideas Come From?
Visual Analogy
Visual Metaphor
Life Experience
Eccentric Points of View
The Problem Is the Solution
A Darned Good Reason
Comparison
Exaggeration
Authenticity and Being First in Its Class
Motivation and Inspiration
Just the Facts, Ma'am
Interview: Bob Isherwood
Chapter 5: Ad Categories
Demonstrations
Endorsements and Testimonials
Declarations
Slice of Life
Meta-Advertising
Popular Culture
Fantasy
Misdirection
Image or Lifestyle
Adventures and Escapes
Benefits and Differentiation
Recognition
Chapter 6: Expression: Make ’Em Laugh, Make ’Em Cry
Humor
Satire, Parody, and Irony
Passion, Lust, and Desire
Triumph
Respect and Value
Pathos and Compassion
Fear
Shock and Changing Our Expectations
Association
Interview: John Butler, Executive Creative Director, Butler, Shine and Stern
Part Three: The Visual and Verbal Expression of an Idea
Design and Copy
Chapter 7: Graphic Impact: Design Principles
The Design Process
Composition: Critical Principles of Design
Format
Balance
Positive/Negative Shapes and Space
Visual Hierarchy
Unity and Variety
Rhythm
Types of Compositions
Illusion
Chapter 8: The Design of Advertising and Expressive Typography
The Design of Advertising
Audience and Appropriateness
It Shouldn't Look Like Advertising
Size of Logo/No Logo
Layout
Copy as Sales Pitch
Text and Subtext
Size and Media
Design Pointers to Follow (and Sometimes Ignore)
The Seamless Concert: Type and Image
Interview: Erik Kessels, Creative Director, KesselsKramer, Amsterdam
Chapter 9: Flexibility: The Ad Campaign and Creativity
Designing Print Campaigns
Creativity
Chapter 10: Copy
What Comes First—the Line or the Visual?
Visual and Words: How Should They Work Together?
Visual or Words: Which Should Dominate?
How Many Words Are Too Many?
Conventions
Writing Creatively
Say It in the Line—Don't Rely on the Body Copy
It's Established in the Claim
The "Do I Sound Like a Sales Pitch?": Test
The "Do I Sound Like Something No One Would Ever Say to Anyone Else?" Test
Intention
Whose Voice Is It?
Process
Style
Feed Your Writing
Interview: Valerie Graves, Creative Director, Uniworld
Interview: Guido Heffels, Creative Director, Heimat, Berlin
Chapter 11: Beyond Print Media: Television Commercials, Interactive Media, and Guerilla Advertising
Television
Interactive Media
Guerilla Advertising: Unconventional Methods and Media
Bibliography
Features: