CREATIVE ADVERTISING (NEW EDN)创造性广告
分类: 图书,进口原版书,艺术 Art ,
作者： Mario Pricken著
出 版 社： 中国盲文出版社
出版时间： 2008-6-1字数：版次： 1页数： 255印刷时间：开本： 20开印次： 1纸张：I S B N ： 9780500287330包装： 平装内容简介
"More than just a nice-to-look-at, easy-to-flip-through book...Pricken has loftier goals—namely, to transform readers into top creatives by introducing them to a variety of techniques and ideas." —Adweek
Unraveling the creative process behind some of the most effective campaigns of recent years, Mario Pricken showcases over two hundred examples of international advertising from a wide range of media, including magazines, billboards, television, movies, and the Internet.
Each chapter highlights different practical methods for creating innovative and unforgettable ads, with award-winning work from some of the most influential names in the industry. This edition includes a completely revised and updated introductory chapter plus dozens of new examples that demonstrate a fascinating range of approaches. 450+ illustrations, 280 in color.
作者简介
Mario Pricken is a creative director and marketing consultant and the author of Visual Creativity.
目录
Part 1 DreamTeam: a Framework for Great Creative Performance
1.01 DreamTeam: manage your ideas like a pro
1.02 From the brief to a single goal
1.03 Building your DreamTeam
1.04 Switch on all five senses
1.05 Always separate the ideas phase from the evaluation phase
1.06 Grab ideas and run with them
1.07 Avoid idea killers and think creatively
1.08 Stick with it: the best ideas are yet to come
1.09 Develop your sense of humour
1.10 Use doodles to visualize your ideas
1.11 Taking your ideas further: creativity is crucial
1.12 Idea evaluation and selection: from three hundred to three
1.13 Implementation: turning ideas into reality
Part 2 The KickStart Catalogue; Finding Ideas that Communicate
2.01 The basis of the KickStart catalogue
2.02 Using the KickStart catalogue
2.03 The KickStart catalogue
2.04 Without words
2.05 Mixing and matching
2.06 Compare and contrast
2.07 Repetition and accumulation
2.08 Exaggeration
2.09 Turn it right around
2.10 Omission and suggestion
2.11 Paradoxes and optical illusions
……
Part 3Copy with Punch: Using Wit and Humour
Part 4Classic Creative Techniques
Part 5Visualization: Movies in your Mind
The team behind this book
