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'This book combines beauty and edginess with its blend of four-color ads, groundbreaking campaigns, and how-to narrative. Part of the "AVA Fundamentals" series of art and design books (e.g., The Fundamentals of Marketing by Edward Russell, CH, May'10, 47-5122), it puts the reader right in the middle of the creative advertising process. Step by step, the chapters outline the formation of an ad campaign: evaluating media options, carrying out campaign planning and strategy, and developing the creative concept. From utilizing traditional advertising media, such as newspapers, magazines, radio, and television, to low-cost, high-impact "guerrilla advertising" techniques, the authors (all, Southampton Solent Univ., UK) cover all the bases. The design aspects of typography, copy elements, logos, and layout are not only explained but also illustrated, bringing the whole process together. Some of the advertisers represented include VW, Honda, Virgin Atlantic, Sony, Dr. Pepper, Cadbury, London Transport, and Heinz. Designed for both advertising professionals and students, the book can be used as a reference guide or text. Its artful presentation of print and illustrations makes for a pleasurable reading experience. Summing Up: Highly recommended. Upper-division and graduate marketing and design students, faculty, and practitioners. - P. G. Kishel, Cypress College, USA, Choice review March 2012.
Product Description
The Fundamentals of Creative Advertising (second edition) provides an introduction to the key elements of creative advertising. This book will take you, step-by-step, through each stage of the creative process from the initial planning and development, through to the production and execution of some of the worlds most successful campaigns. This second edition reflects the changes that have taken place within the advertising industry over recent years and, in particular, the growth of digital media and integrated advertising campaigns. Interviews with leading practitioners, exercises and checklists combine to provide an up-to-date and highly illustrated overview of the industry, and to encourage a practical application of the creative ideas explored within the book.
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Most Helpful Customer Reviews
17 of 18 people found the following review helpful
Format:Paperback
For any design student with an interest in advertising as a career this book should be top of their shopping list. Well written and superbly illustrated it covers every aspect of advertising with a range of chapters that detail the creative process behind successful advertising; the media available to get your message across and the stages involved in the evolution of advertisements from concept to production.
The book is written from a position of experience and knowledge and is full of tasks for aspiring designers to undertake, ideas about the creation of powerful advertisements and many excellent examples of superb advertising campaigns.
Highly recommended!
The book is written from a position of experience and knowledge and is full of tasks for aspiring designers to undertake, ideas about the creation of powerful advertisements and many excellent examples of superb advertising campaigns.
Highly recommended!
6 of 62 people found the following review helpful
Format:Paperback
A thundering blast of fresh air billowing through the shingles. Only a blistering array of theoretical ballast could sink this worthy pedantry, done at tip toe and in peek-over-shoulder mold, lest they disturb the shades of angrier academics, those with a distraught pillow to wield or a betrayed riposte to shoot off. As one searches for a gastronomic equivalent to this text - as one might, as one should, as one must - one is reminded, (or does one simply summon up?) the specter of an imbecilic rum baba, somewhat over egged, somewhat fruity, exceeding rich, ( and just like you dear reader, just at this very moment, sniffing the powder kegs - see how your nose twitches and your armpits itch at the very mention of them) and also a mite indigestible, giving rise in the querulous and those of finer stomach and less than sterner stuff, to a queasiness - nay, even that very nausea of which the master Jean Paul Sartre dedicated rather more than an epistle! Whistle this text all the way to the classroom and you will decidedly get (and thoroughly deserve!) an upper second thingy, handed out by the bewigged bewildered and berobed dean as gently s/he lifts the cadences of this place up and up and up, and utters passages from this very book which dribble from the corner of her mouth in the corner of the stage where s/he has collapsed with utter, such utter, estrangement!
Most Helpful Customer Reviews on Amazon.com (beta)
Amazon.com:
2 reviews
2 of 3 people found the following review helpful
Once read
29 May 2008
Format:Paperback
...it feels the one book I could do wihtout. I know it's supposed to provide fundamentals but it's really the first and only book of advertising that's given me absolutely nothing.
For me it was a waste of money.
For me it was a waste of money.
e-book version
10 Dec 2011
Format:Paperback
Excellent book with good layout, design and outline. e-book version is required. I bought the first edition some years back and decided that I needed a refresher, but in the digital age I really want to buy an e-book version.
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