Art Direction examines the key techniques, approaches and ‘secrets’ involved in the development of creative advertising concepts. Mahon provides tips on how to use surprise, simplicity, provocation and visual drama to communicate the advertising message. The book 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.
Editorial Reviews
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.
From the Back Cover
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.
About the Author
Nik Mahon is a senior lecturer in Advertising at Southampton Solent University. Since entering higher education he has been involved in the design, delivery and development of a variety of advertising, media and communication courses for colleges and universities in the UK and overseas. At the same time, he has also been actively engaged in the design and delivery of creative thinking and problem solving programmes and short courses for several major advertising agencies and blue chip organisations. His clients have included British Gas, Ordnance Survey, The Inland Revenue and United Biscuits.
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