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Advertising by design :generating an...
~
Landa, Robin.
Advertising by design :generating and designing creative ideas across media /
紀錄類型:
書目-語言資料,印刷品 : Monograph/item
杜威分類號:
659.1
書名/作者:
Advertising by design : : generating and designing creative ideas across media // Robin Landa.
作者:
Landa, Robin.
出版者:
Hoboken, N.J. : : John Wiley & Sons,, c2010.
面頁冊數:
xv, 271 p. : : ill. (chiefly col.) ;; 28 cm.
標題:
Advertising.
標題:
Creative ability in business.
ISBN:
9780470362686 (pbk.) :
ISBN:
0470362685 (pbk.)
ISBN:
9780470913017 (ebk.)
ISBN:
0470913010 (ebk.)
ISBN:
9780470913000 (ebk.)
ISBN:
0470913002 (ebk.)
ISBN:
9780470912997 (ebk.)
ISBN:
0470912995 (ebk.)
書目註:
Includes bibliographical references (p. 259-261) and index.
內容註:
What is advertising? The purpose of advertising. Who creates advertising? Ethics -- The project process. Six phases of the project process : the creative brief -- Creative thinking. Tools that stimulate creative thinking -- The brand idea. Understanding the brand or group. The big idea. The brand idea -- The big idea. Looking for an insight. Visual brief collage board. Concept-generation process. Thinking creatively : more points of departure for conceptualization. Let's end this discussion of idea generation with a question -- Copywriting. What comes first-the line or the visual? -- Approaches. Deconstructing Model frameworks. How to convey the advertising message. Approaches -- Typography and visualization. Designing with type. Visualization. Images. Basics of visualizing form. Integrating type & image -- Composition. What is composition? Three basic structures : type-driven, image-driven, and visual-verbal synergy. Basic design principles for single and multiple page applications for print and screen. Directing the viewer through a composition. Multiple pages & modularity. The grid. Visual basics for screen-based media motion -- Campaigns & storytelling. What is a campaign? What makes a campaign effective? Storytelling. Grabbing attention -- Designing for print. Print basics. Considerations for print -- Designing for motion, broadcast & broadband. And now a word from our sponsors... basics for screen-based media. Considerations for motion. Considerations for TV, videos, & web films. Videos. About motion and motion graphics -- Designing for websites. Websites. Website basics. Website development. Platforms/owned media -- Designing for mobile. Mobile basics. Considerations for mobile -- Designing for social media and unconventional marketing. Considerations for social media. Viral intent. Unconventional advertising. Considerations for unconventional advertising.
Advertising by design :generating and designing creative ideas across media /
Landa, Robin.
Advertising by design :
generating and designing creative ideas across media /Robin Landa. - 2nd ed. - Hoboken, N.J. :John Wiley & Sons,c2010. - xv, 271 p. :ill. (chiefly col.) ;28 cm.
Includes bibliographical references (p. 259-261) and index.
What is advertising? The purpose of advertising. Who creates advertising? Ethics -- The project process. Six phases of the project process : the creative brief -- Creative thinking. Tools that stimulate creative thinking -- The brand idea. Understanding the brand or group. The big idea. The brand idea -- The big idea. Looking for an insight. Visual brief collage board. Concept-generation process. Thinking creatively : more points of departure for conceptualization. Let's end this discussion of idea generation with a question -- Copywriting. What comes first-the line or the visual? -- Approaches. Deconstructing Model frameworks. How to convey the advertising message. Approaches -- Typography and visualization. Designing with type. Visualization. Images. Basics of visualizing form. Integrating type & image -- Composition. What is composition? Three basic structures : type-driven, image-driven, and visual-verbal synergy. Basic design principles for single and multiple page applications for print and screen. Directing the viewer through a composition. Multiple pages & modularity. The grid. Visual basics for screen-based media motion -- Campaigns & storytelling. What is a campaign? What makes a campaign effective? Storytelling. Grabbing attention -- Designing for print. Print basics. Considerations for print -- Designing for motion, broadcast & broadband. And now a word from our sponsors... basics for screen-based media. Considerations for motion. Considerations for TV, videos, & web films. Videos. About motion and motion graphics -- Designing for websites. Websites. Website basics. Website development. Platforms/owned media -- Designing for mobile. Mobile basics. Considerations for mobile -- Designing for social media and unconventional marketing. Considerations for social media. Viral intent. Unconventional advertising. Considerations for unconventional advertising.
ISBN: 9780470362686 (pbk.) :NTD 1,830
LCCN: 2010004726Subjects--Topical Terms:
177147
Advertising.
LC Class. No.: HF5823 / .L232 2010
Dewey Class. No.: 659.1
Advertising by design :generating and designing creative ideas across media /
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What is advertising? The purpose of advertising. Who creates advertising? Ethics -- The project process. Six phases of the project process : the creative brief -- Creative thinking. Tools that stimulate creative thinking -- The brand idea. Understanding the brand or group. The big idea. The brand idea -- The big idea. Looking for an insight. Visual brief collage board. Concept-generation process. Thinking creatively : more points of departure for conceptualization. Let's end this discussion of idea generation with a question -- Copywriting. What comes first-the line or the visual? -- Approaches. Deconstructing Model frameworks. How to convey the advertising message. Approaches -- Typography and visualization. Designing with type. Visualization. Images. Basics of visualizing form. Integrating type & image -- Composition. What is composition? Three basic structures : type-driven, image-driven, and visual-verbal synergy. Basic design principles for single and multiple page applications for print and screen. Directing the viewer through a composition. Multiple pages & modularity. The grid. Visual basics for screen-based media motion -- Campaigns & storytelling. What is a campaign? What makes a campaign effective? Storytelling. Grabbing attention -- Designing for print. Print basics. Considerations for print -- Designing for motion, broadcast & broadband. And now a word from our sponsors... basics for screen-based media. Considerations for motion. Considerations for TV, videos, & web films. Videos. About motion and motion graphics -- Designing for websites. Websites. Website basics. Website development. Platforms/owned media -- Designing for mobile. Mobile basics. Considerations for mobile -- Designing for social media and unconventional marketing. Considerations for social media. Viral intent. Unconventional advertising. Considerations for unconventional advertising.
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