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.
Idea generation is arguably the most vital part of the advertising process - and can be the most demanding. This book provides an essential introduction to the process of generating creative advertising ideas and concepts, and looks at the various obstacles that can stop ideas from forming - before exploring in detail a range of effective ways to break through creative blocks. Ideation examines different ways of visualizing and communicating ideas, explores key approaches used by international and memorable advertising campaigns and details a vast range of methods that you can use for generating your own creative ideas.
The Fundamentals of Creative Advertising provides an introduction to the key elements of creative advertising and includes a wealth of visual examples taken from real campaigns using various media.
The Fundamentals of Creative Advertising examines the current practices, organisational models and media options for creative advertising, and emphasizes the working practice of the modern advertising agency as well as the conceptual and creative side. Advertising is renowned for being a highly creative and visual medium, but many advertising textbooks are descriptive and text-heavy. Using a wealth of visual examples taken from real campaigns, and accompanied by explanatory text, the book focuses on the various media available to the advertiser, the thinking and planning behind the campaign strategy, the construction of the brief, the creative solution and execution of the advertising campaign. Engaging interviews with advertising professionals are accompanied by student exercises and checklists to underpin the theory and encourage a practical application of creative thinking.
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.
Advertising is renowned for being a highly creative and visual medium, but many advertising textbooks are descriptive and text-heavy. The Fundamentals of Creative Advertising takes a step-by-step approach with text supported by exercises, checklists and contemporary visuals from award-winning campaigns. The book focuses on the various media available to the advertiser, the thinking and planning behind the campaign strategy, the construction of the brief, the creative solution and execution of the advertising campaign.
Idea generation is arguably the most vital part of the advertising process - and can be the most demanding. This book provides an essential introduction to the process of generating creative advertising ideas and concepts, and looks at the various obstacles that can stop ideas from forming - before exploring in detail a range of effective ways to break through creative blocks. Ideation examines different ways of visualizing and communicating ideas, explores key approaches used by international and memorable advertising campaigns and details a vast range of methods that you can use for generating your own creative ideas.
We inhabit a perpetually accelerating and increasingly interconnected world, with new ideas, fads, and fashions moving at social-media speed. New policy ideas, especially “ideas that work,” are now able to find not only a worldwide audience but also transnational salience in remarkably short order. Fast Policy is the first systematic treatment of this phenomenon, one that compares processes of policy development across two rapidly moving fields that emerged in the Global South and have quickly been adopted worldwide⎯conditional cash transfers (a social policy program that conditions payments on behavioral compliance) and participatory budgeting (a form of citizen-centric urban governance). Jamie Peck and Nik Theodore critically analyze the growing transnational connectivity between policymaking arenas and modes of policy development, assessing the implications of these developments for contemporary policymaking. Emphasizing that policy models do not simply travel intact from sites of invention to sites of emulation, they problematize fast policy as a phenomenon that is real and consequential yet prone to misrepresentation. Based on fieldwork conducted across six continents and in fifteen countries, Fast Policy is an essential resource in providing an extended theoretical discussion of policy mobility and in presenting a methodology for ethnographic research on global social policy.
Based on years of original research, this book controversially counters almost every existing leadership model and approach. It shows how as leaders rise to senior levels, their roles become less about doing things that directly drive results and more about directing and supporting others to achieve objectives. Using case studies and research insights the authors reveal how leadership success is thus not so much about having the right core capabilities, but about creating the right environment. Using the analogy of a smartphone operating system (OS), the book presents a new way of thinking about leadership. The authors provide a clear and practical framework to follow and show how your leadership OS becomes the impact you have, the imprint you make and the foundation of your legacy as a leader. After reading it, you will learn: · How to diagnose the impact you have as a leader and understand the OS you create · How famous business and societal leaders have created effective – and sometimes ineffective – OSs · How to optimise your OS to produce the best results · How to get people working together effectively, and be a high-performing leader Providing you with practical and easy to follow advice, this book will show you how leadership success is not about having the core capabilities, but about creating the right operating systems for your organisation.
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