Kategoria BISAC: Design >> Graphic Arts - Advertising

From artist to curator, couturier to fashion blogger, 'creative' professional identities can be viewed as social practices; enacted, performed and negotiated through the media, the public, and industry. Fashioning Professionals addresses the key question of what it means to be a creative professional both historically and today. In the digital age, new ways of working and doing business are on the rise, accompanied by new professions and identities.

Bringing together a range of critical reflections from international researchers, spanning fashion, design, art, architecture...

Part 1, Strategies, operates on the premise that the idea beneath an ad's surface determines its success. This first section shows how to research products, understand consumer behavior, analyze audiences, and navigate marketplace realities, then how to write creative briefs that focus this strategic analysis into specific advertising objectives. Part 2, Executions, explains how to put strategy into play. It discusses the tools at a copywriter's command--creating a distinctive brand voice, telling stories, using language powerfully and originally--as well as the wide...

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We are pleased to present the first scholarly collection to examine the social and cultural aspects on the worldwide interest in the faded remains of advertising signage (popularly known as ghost signs ). Contributors to this volume examine the complex relationships between the signs and those who commissioned them, painted them, viewed them and view them today. Topics covered include cultural memory, urban change, modernity and belonging, local history and place-making, the crowd-sourced use of online mobile and social media to document and share digital artefacts, retro design and the...

In creative advertising, no amount of glossy presentation will improve a bad idea. That's why this book is dedicated to the first and most important lesson: concept.

Structured to provide both a complete course on advertising and a quick reference on specific industry topics, it covers every aspect of the business, from how to write copy and learn the creative process to how agencies work and the different strategies used for all types of media. This edition has been updated to include expanded chapters on interactive advertising and integrative advertising, a new chapter on branded...

Placed at the nexus between Marketing and Design Management this book will explore the inter-connection of these two disciplines. With the latest marketing thinking placing greater emphasis on the consumer and co-creating value with customers by placing them at the heart of the product/service development process, it has never been more important to integrate marketing perspectives into design management.

This text will explore the importance of managing design and the creative process in a way that it puts the human being at the centre, with the result that a product,...

Placed at the nexus between marketing and organisational studies, Design Management: Organisation and Marketing Perspectives breaks new ground by positioning design management at the intersection of these two disciplines. It does this through connecting Marketing's focus on consumers and stakeholders with Organisational Studies to define Design Management in a social and people-focused context, in order to demonstrably outline its benefits.

This new text explores the importance of managing design strategies, design processes, and design implementation, in a way that...