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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