Thông tin chi tiết sách

Creative Advertising Concept and Copy : A Practical, Multidisciplinary Approach / Georgia-Zozeta Miliopoulou

ISBN

9781032362045

Lần xuất bản

Đang cập nhật

Mã xếp giá

659.1 M644

Tên tác giả

Miliopoulou, Georgia-Zozeta

Nhà xuất bản

Routledge

Năm phát hành

2024

Mô tả vật lý

205p ;24 cm.

Từ khóa

Advertising
Creative Advertising
Multimedia Communications

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$aConsidering perspectives on creative advertising through a unique media and communications lens, this book encompasses both the theory and practical tools needed to approach and understand creativity in advertising with an original eye. Drawing from diverse subject areas including Social Anthropology, Narrative Theory, Consumer Psychology, Semiotics and Cultural Studies, Creative Advertising provides a solid grounding in advertising education away from the traditional business and marketing literature. Notwithstanding the need for independent inspiration and originality, the author guides readers through the entire process of campaign planning, moving from strategy to creative idea to finished piece whilst employing concepts and principles relevant to 'design thinking'. Taking into account ethics and regulations, the use of text and images, and storytelling across radio, TV and video platforms, readers will come to a holistic understanding of what advertising can (and cannot) do, and how to achieve the best results. Written for students involved in creative advertising as an area of academic research and professional practice, this book will also be of interest to early-career advertising professionals seeking a fresh perspective on their work

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