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The Fundamentals of Creative Advertising 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 world's 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-do-date and highly illustrated overview of the industry, and to encourage a practical application of the creative ideas explored within the book.

Basics Advertising: Art Direction is a comprehensive look at the role of the art director. It examines the key techniques, approaches and 'secrets' involved in the development of creative advertising concepts. The book emphasizes 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 visualizing and exploring different ideas, and discusses the use of moving image, photography, illustration and typography to realize these ideas. It also explores the use of different advertising media, from traditional formats to new and alternative channels of communication.