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.
- ISBN10 1350034568
- ISBN13 9781350034563
- Publish Date 2 November 2017 (first published 1 January 2010)
- Publish Status Active
- Publish Country GB
- Publisher Bloomsbury Publishing PLC
- Imprint Bloomsbury Visual Arts
- Format eBook (EPUB)
- Pages 184
- Language English
- URL http://bloomsbury.com/