Original PDF Ebook – Basics Advertising 02: Art Direction1st Edition – 9782940411214

Original PDF Ebook – Basics Advertising 02: Art Direction1st Edition – 9782940411214

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.