Advertising Books

Book SynopsisHappiness is a cigar called Hamlet. Hovis, as good for you today as it's always been. Heineken refreshes the parts other beers cannot reach. These are three of the most famous advertising campaigns ever produced, and all the work of Collett, Dickenson, Pearce & Partners. There was something in the air at CDP that made it special. Some compared it with being in the Beatles. Others said it was like playing for a football club at the top of the Premier League. Certainly, CDP possessed an ethos driven by an unshakeable belief in creativity: the new, the brilliant, the witty and the vital. It was relentless in its search for ideas that not only contributed to the success of its clients, but also to the happiness of the nation. CDP commercials became as much a part of the fabric of British popular culture as Fawlty Towers, The Two Ronnies and Eric and Ernie. In 2012, at an evening to mark the 50th anniversary of Design & Art Direction, CDP won yet another award - for being the 'most awarded agency' of the last 50 years. This book tells the story of the ads that won these awards: how they were conceived and the men and women who dreamed them up. Whether you are a student of advertising, work in the business, or are simply a member of the public who remembers these ads with fondness, this book will entertain you.Trade Review"Mike Everett, himself an award-garlanded creative practitioner during the golden age of the world's greatest ever advertising agency, has written this affectionate, funny, generous and historically important account of the making of many of CDP's most loved campaigns. If you have any interest in our business please read this and share it. It describes a time when people liked what we did and explains why."; Tim Lindsay, Chairman D&ADTable of ContentsIntroduction; A potted history of Collett Dickenson Pearce; One: Twenty-five years of Happiness; Two: The hunt for Hovis Hill; Three: 'Frank Lowe unleashes his disemboweling knife'; Four: The cartoon and the Dinky Toy army; Five: A real Turkish delight; Six: Bringing back lovely legs; Seven: The shoe commercial shot on a shoestring; Eight: 'Let's do some famous work.'; Nine: From Dudley Moore to Alan Whicker; Ten: Taking the Mickey out of David; Eleven: A success with many fathers; Twelve: Making a splash for Cinzano; Thirteen: How Mr. Spock was born; Fourteen: A tale of two Hamlets; Fifteen: A glorious, politically incorrect romp; Sixteen: A rather expensive factory visit; Seventeen: A silk purse from a sow's ear; Eighteen: The art of stealing a brief; Nineteen: Selling the brand as a band; Twenty: Killing time in Carefree; Afterword;

Read more less

Book Synopsis"Basics Advertising: Art Direction" is a comprehensive guide to the role of the art director. It examines the key techniques, approaches and secrets involved in the development of creative advertising concepts. The book emphasises the importance of seeing things differently, and providing the audience with something to discover. It provides tips on how to use surprise, simplicity, provocation and visual drama to communicate the advertising message. It examines the process of visualising and exploring different ideas, and discusses the use of moving image, photography, illustration and typography to realise these ideas. It also explores the use of different advertising media, from traditional formats to new and alternative channels of communication.Trade Review"Another excellent addition to the Basics range. A good introduction to the subject with useful examples and references throughout. It is consistent with others in the series - clear and methodical structure and composition." Christopher Skinner, The College of West Anglia, UK. "Well written text with useful insights and detailed case studies, perfect for our course. A good layout, easy to understand and navigate through." Christopher Morris, University of Salford, UK. "A really good introduction to art direction covering all the necessary information in digestible 'bite size' chunks ... Layout is uncomplicated and accessible. I like the 'Way with words' definitions which deconstruct the language used. Well illustrated with meaningful examples." Rhiannon Robinson, University of Cumbria, UK.Table of ContentsHow to get the most out of this book. Introduction. The role of the art director: What art direction is (and what it isn't); How art direction works; The creative team; The role of the art director; Working with the specialists and seeing the job through. The tools of art direction: Seeing things differently; Doing things differently; Give the audience something to discover; Using ambiguous imagery; Establishing a visual hierarchy; Creating visual impact; Simplicity and understatement; Creating a distinct look for the brand. Creating the adverts: Getting prepared; From visuals to the finished work; Photography; Illustration; Typography; Planning and storyboarding commercials. Media: Posters; Magazine and press; Television and cinema; Online; Direct; Ambient; Other media; Integrated media campaigns. Ideas and inspiration: Creative fuel; Finding inspiration and getting ideas; Emotion and empathy; How to tell whether your idea's any good. Getting a job as an art director: Putting your book together; Planning your campaign; Approaching agencies; What the agency is looking for; Your first placement and what happens next; Support and resources. Conclusion. Glossary. Useful contacts. Bibliography. Acknowledgements. Working with ethics.

Read more less