Basics Advertising 02: Art Direction

Art Direction examines the key techniques, approaches and 'secrets' involved in the development of creative advertising concepts. Mahon provides tips on how to use surprise, simplicity, provocation and visual drama to communicate the advertising message.

The book examines the process of visualizing and exploring different ideas, and discusses the use of moving image, photography, illustration and typography to realize these ideas. It also explores the use of different advertising media, from traditional formats to new and alternative channels of communication.
This comprehensive look at the role of the art director examines the key techniques, approaches, and secrets involved in the development of creative advertising concepts.
Basics Advertising 02: Art Directionis a comprehensive look at the role of the art director. It examines the key techniques, approaches and "secrets" involved in the development of creative advertising concepts. The book emphasizes 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 examines the process of visualizing and exploring different ideas, and discusses the use of moving image, photography, illustration and typography to realize these ideas. The book also explores the use of different advertising media, from traditional formats to new and alternative channels of communication.

Dexigner
Another excellent addition to the Basics range. A good introduction to the subject with useful examples and references throughout. It is consistent with others in the series - clear and methodical structure and composition.
Christopher Skinner, College of West Anglia, UK
As we've come to expect from this series, it's clearly laid out, with digestible pieces of advice on all aspects of the job... a fine introduction.
Creative Review