Advertising by Design: Generating and Designing Creative Ideas Across Media

291 Pages·2010·26.362 MB·English

by  Robin Landa

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Advertising by Design
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Advertising by Design
GENERATING AND DESIGNING CREATIVE IDEAS ACROSS MEDIA
Second edition
ROBIN LANDA
John Wiley & Sons, Inc.
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This book is printed on acid-free paper.
Copyright © 2010 by Robin Landa. All rights reserved
Published by John Wiley & Sons, Inc., Hoboken, New Jersey
Published simultaneously in Canada
No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form
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Library of Congress Cataloging-in-Publication Data:
Landa, Robin.
Advertising by design / Robin Landa. -- 2nd ed.
p. cm.
ISBN 978-0-470-36268-6 (pbk. : acid-free paper); ISBN 978-0-470-91301-7 (ebk); ISBN 978-0-470-
91300-0 (ebk); ISBN 978-0-470-91299-7 (ebk)
1. Advertising. 2. Creative ability in business. I. Title.
HF5823.L23 2010
659.1--dc22
2010004726
Printed in the United States of America
10 9 8 7 6 5 4 3 2 1
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TO MY PRECIOUS CREATIVITY DIVA, MY DAUGHTER,
HAYLEY, AND TO MY STUDENTS AND FORMER STUDENTS.
“LET US BE GRATEFUL TO PEOPLE WHO MAKE US HAPPY;
THEY ARE THE CHARMING GARDENERS WHO MAKE OUR
SOULS BLOSSOM.”—MARCEL PROUST
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CONTENTS
Preface xi
Acknowledgments xv
PART 01 PART 02
THE ESSENTIALS FORMULATING AN ADVERTISING IDEA
PURPOSE, PROCESS, AND WRITING AND DESIGNING 46
THINKING CREATIVELY 01
CHAPTER 04
CHAPTER 01
The Brand Idea 48
What Is Advertising? 02
/ THE BIG IDEA 48
/ THE PURPOSE OF ADVERTISING 02
/ THE BRAND IDEA 49
/ CASE STUDY: YOUTH RECKLESS
/ CASE STUDY: RENEGADE 53
DRIVING PREVENTION 04
/ SHOWCASE: INTERVIEW WITH
/ SHOWCASE: “GOTTA LOVE IT”
KEVIN ROBERTS 62
BY TOM CLARK 10
/ WHO CREATES ADVERTISING? 11
CHAPTER 05
/ ETHICS 12
The Big Idea 66
CHAPTER 02 / IDEA KICKOFF: THE SIX
ESSENTIAL QUESTIONS 66
The Project Process 14
/ THINKING CREATIVELY: MORE POINTS OF
/ SIX PHASES 14 DEPARTURE FOR CONCEPTUALIZATION 75
/ CASE STUDY: BEHIND THE SCENES: / LET’S END THIS DISCUSSION OF IDEA
MOMA | TIM BURTON EXHIBITION / GENERATION WITH A QUESTION 92
BIG SPACESHIP 23
/ SHOWCASE: BILL SCHWAB:
CHAPTER 06
THE GATE WORLDWIDE 24
Copywriting 94
CHAPTER 03 / WHICH COMES FIRST: THE LINE
OR THE VISUAL? 94
Creative Thinking 32
/ CONVENTIONS 100
/ TOOLS THAT STIMULATE
/ WRITING CREATIVELY 100
CREATIVE THINKING 32
/ STYLE 103
/ SHOWCASE: INTERVIEW WITH
ROSIE ARNOLD 42 / THE WRITING PROCESS 105
/ FEED YOUR WRITING 105
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CHAPTER 07 PART 03
Approaches 106 DESIGNING ACROSS MEDIA 186
/ DECONSTRUCTING MODEL FRAMEWORKS 106
/ HOW TO CONVEY THE CHAPTER 10
ADVERTISING MESSAGE 108
Campaigns and Storytelling 188
/ APPROACHES 110
/ WHAT IS A CAMPAIGN, AND WHAT
MAKES IT EFFECTIVE? 188
CHAPTER 08
/ CASE STUDY: MINI COVERT 190
Typography and Visualization 128
/ STORYTELLING 192
/ DESIGNING WITH TYPE 128
/ SHOWCASE: THE POWER OF STORY 196
/ VISUALIZATION 135
/ GRABBING ATTENTION 204
/ IMAGES 135
/ BASICS OF VISUALIZING FORM 141 CHAPTER 11
/ INTEGRATING TYPE AND IMAGE 144 Designing for Print 208
/ SHOWCASE: ROBYNNE RAYE 148
/ PRINT BASICS 208
/ CONSIDERATIONS FOR PRINT 210
CHAPTER 09
Composition 152
CHAPTER 12
/ WHAT IS COMPOSITION? 152 Designing for Motion,
/ THE BASIC COMPOSITIONAL STRUCTURES 153 Broadcast, and Broadband 218
/ BASIC DESIGN PRINCIPLES 156
/ AND NOW A WORD FROM
/ CASE STUDY: SCHEMATIC TOUCHWALL 162
OUR SPONSORS . . . 218
/ DIRECTING THE VIEWER THROUGH A
/ BASICS FOR SCREEN-BASED MEDIA 219
COMPOSITION 172
/ BASIC CONSIDERATIONS FOR MOTION 220
/ MULTIPLE PAGES AND MODULARITY 181
/ BASIC CONSIDERATIONS FOR TV,
/ THE GRID 183
VIDEOS, AND WEB FILMS 223
/ VISUAL BASICS FOR SCREEN-BASED
/ VIDEOS 224
MEDIA MOTION 184
/ MOTION AND MOTION GRAPHICS 225
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