Table of contents for Advertising by design : creating visual communications with graphic impact / Robin Landa.


Bibliographic record and links to related information available from the Library of Congress catalog. Note: Contents data are machine generated based on pre-publication provided by the publisher. Contents may have variations from the printed book or be incomplete or contain other coding.


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TABLE OF CONTENTS
Introduction
Nature of this book 
Chapter 1.	A Brief Historical Overview of Advertising
Early advertising
Important schools of thought
The creative revolution
Showcases: George Lois / Lou Dorfsman / Allan Beaver /
Smokey Bear Historic PSAs / New York State "I LOVE NEW YORK" classic ads
Chapter 2. The Biz: Structure, Strategy & the Creative Brief
What is advertising?
The Ad Agency
Types of agencies
Who is the Audience? 
Types of Clients 
Types of ads
 A word about Public service advertising
 Mass media
 Context 
 Coming up with a Strategic Plan
 The Creative Brief
 Sample Creative Brief from The Richards Group / Dallas
 Case Study From Mustoes / London
 Insights and Intuition
 Ethics
PART II. WHAT'S THE BIG IDEA? 
FORMULATING AN ADVERITSING CONCEPT
	
Chapter 3. Thinking critically, creatively and getting started 
Getting Started
The Creative Team
Brainstorming Technique
Ideation Process
What Makes an Ad: Elements explained
Ingredients that go into an ad
Design / Execution / Media
Critique Guide: How do I know this is working? 
Critique method courtesy of Sal DeVito/ DeVito/Verdi 
Chapter 4. The Big Idea
Points of Departure: Where do big ideas come from?
Visual analogy
Visual metaphor
Life experience
Eccentric Points of View
Problem is the solution
A Darned Good Reason
Comparison
Exaggeration
Authenticity / First In It's Class
Motivation & Inspiration
Just the Facts, Ma'am
Chapter 5. Ad Categories
Demonstrations
Endorsements & Testimonials
Declarations
Slice of Life
Meta-Advertising
Popular Culture
Fantasy
Misdirection
Image or Lifestyle
Adventures / Escapes
Benefits & Differentiation
Recognition
Chapter 6 Expression: Make 'em Laugh/Make 'em Cry 
Humor
Satire / Parody / Irony
Passion / Lust / Desire
Triumph
Respect & Value
Pathos & Compassion
Fear
Shock / Changing our Expectations
Association
	
PART III. THE VISUAL & 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
* Visual hierarchy
* Unity & Variety
* Rhythm
* Types of Compositions
* Illusion
Chapter 8. The Design of Advertising & Expressive Typography
The Design of Advertising
Audience & Appropriateness
It shouldn't look like advertising 
Product as main visual
Size of logo / No logo
Layout
Typical Ad Appearance Test / Atypical Ad Appearance Test
Copy as sales pitch
Text & Subtext
Size & Media
Design Pointers to Follow (and break)
The Seamless Concert: Type and Image
* Creating, Selecting, and Working with Images
* Typography
* Visual / Verbal Relationship
* Visually driven vs. copy driven
* The rest of the page
* Pointers for design with type from designers
Chapter 9. Flexibility: The Ad Campaign & Creativity
Nature of a campaign
* Form and content
* Triplets
* Creating Cousins: Unity with variety
* What makes a campaign work
* Advice about designing campaigns from Paul Renner 
Creativity
* Problem-solving
* Creative approaches
* Visual Surprises
* Expressive visuals
* Ping when they Pong
* Make it your own
* Style of an ad
* Designing to the Brand Image
CHAPTER 10. Copy
What comes first - the line or the visual?
Visual or Words: how they work together -- the "comedy team" relationship
Visual or Words: which should dominate?
How many words are too many?
Conventions
Writing creatively
Pointers for the novice
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 and Idea Generation
Whose voice is it?
Process
Style
Feed Your Writing.
PART IV. Gotcha! 
Chapter 11.	Beyond Print Media: Television Commercials / Interactive Advertising / Guerilla advertising
Television
* What TV can do
* Structuring a commercial
* Storyboard
* Relevance
* It's a matter of style
* Genres
* Styles
* Directions, Moods & Tones
* On Creativity and the Future of TV Commercials
Interactive Advertising
* What's the same? What's different?
* Important points
* What are the most essential considerations from Jon Maltby / Blast Radius
* B.U.C.
* Responses from Kevyn Smith, Peel Interactive 
* Other interactive advertising media 
* The future
Guerilla advertising :Unconventional methods and media
* What is an ad?
* Online or viral 
* Ambient
* Guerilla
* What guerilla advertising does best
* Context
Chapter 12. Interviews
Interview: Valerie Graves / Uniworld / New York
Interview: Eric Kessels / KesselsKramer, Amsterdam
Interview: Bob Isherwood / Saatchi Worldwide / New York
Chapter 12. More Interviews online
Interview: Edward Boches / Mullen, Wenham, MA
Interview: John Butler / Butler, Shine & Stern, Sausalito, CA
Interview: Peggy Conlon / President / The Ad Council
Interview: Hillman Curtis / hillmancurtis.com / 	New York, NY
Interview: Guido Heffels / Heimat / Berlin / Germany
Interview: Shelly Lazarus / Ogilvy, New York
Interview: Mike Quon / /Designation Inc. / New York
Interview: Stan Richards / The Richards Group, Dallas, TX
Interview: Eric Silver / Saatchi & Saatchi / New York
Interview: Emmie Vazquez / Creative Director / Zubi, Miami, FL
Interview: David Weist / Arnold Worldwide / Boston / MA




Library of Congress Subject Headings for this publication: Advertising, Creative ability in business