The Fundamentals of Creative Advertising 2nd edition provides a rich introduction to the key elements of creative advertising. Burtenshaw, Mahon and Barfoot explore the role of the creative team (comprising art director and copywriter) and examine the ways in which these teams generate ideas and the techniques they utilize.
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-to-date overview of the industry, and to encourage a practical application of the creative ideas explored within the book.
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.
The Fundamentals of Creative Advertising is a great introduction to the world of creative advertising... The authors have assembled a wealth of visual examples taken from real campaigns, which along with explanatory text, help pinpoint the important elements of a successful advertising project. Professional interviews, student exercises and checklists underpin the theory and principles of advertising and encourage a practical application of creative thinking.
