100 ways to create a great ad / Tim Collins.
By: Collins, Tim [author.].
London : Laurence King Publishing, ©2014Description: 208 pages : illustrations (chiefly colour), portraits (chiefly colour) ; 26 cm.ISBN: 9781780671680.Other title: 100 ways to create a great advertisement | One hundred ways to create a great ad.Subject(s): Advertising -- Case studies | AdvertisingGenre/Form: Case studies. | Print books.| Current location | Call number | Status | Date due | Barcode | Item holds |
|---|---|---|---|---|---|
| On Shelf | HF5823 .C65 2014 (Browse shelf) | Available | AU0000000003407 |
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| HF5822 .S88 2021 Alchemy : the dark art and curious science of creating magic in brands business, and life / | HF5823 .A758 2017 Advertising creative : strategy, copy, design / | HF5823 .B4537 2016 The blueprint for strategic advertising : how critical thinking builds successful campaigns / | HF5823 .C65 2014 100 ways to create a great ad / | HF5823 .E88 2017 The end of advertising : why it had to die, and the creative resurrection to come / | HF5823 .F47 2021 Strategic advertising mechanisms : from copy strategy to iconic brands / | HF5823 .G5625 2017 Global advertising practice in a borderless world / |
Includes index.
Reveals -- Mash-ups -- Double meanings -- Puns -- Visual puns -- Visual metaphors -- Visual similes -- Analogy -- Omission -- Minimalism -- Rhyme -- Alliteration -- Questions -- The rule of three -- Contrasting pairs -- Lists -- Storytelling -- Consequences -- Sequences -- Homages -- Borrowed interest -- Reversal -- Displacement -- Disruption -- Contradiction -- Repetition -- Hyperbole -- Visual hyperbole -- Understatement -- Comparison -- Surrealism -- Shock -- Irony -- Bathos -- Paradox -- Slang -- Killer facts -- Self-awareness -- Anti-advertising -- Advertising parodies -- Brand mascots -- Bringing the product to life -- Personification -- Catchphrases -- Neologisms -- Long copy -- The curiosity arouser -- Arguments -- Advice -- Insults -- Compliments -- Challenges -- Crusades -- In-jokes -- Interaction -- Crowdsourcing -- Ambient -- Installation -- Special builds -- Stunts -- Using the medium -- Hoaxes -- Hidden camera -- Documentary -- Big ads -- Branded content -- Playing with the logo -- Symbols -- Typography -- Pricing -- Competitive ads -- Range -- Product demonstration -- Product shot -- Product sampling -- Topical -- Puzzles -- Illusion -- Diagrams -- Annotation -- Perspective change -- Details -- The effects of time -- Dramatizing the negative -- Dramatizing product experience -- Scale -- National identity -- Regional identity -- Alternative uses -- Transformation -- Product transformation -- Heritage -- Product story -- Product features -- Local knowledge -- Endorsement -- Testimonial -- Reverse testimonial -- Manufacturer's testimonial -- Staff.
This is an accessible introduction to creative advertising techniques. Featuring 100 spreads detailing concepts such as the 'Reveal' and the 'Mash-up', it presents the key methods of devising print, television, radio, direct, and online ideas. The process of creating an ad can be divided into three steps: planning; concept creation; crafting. This book provides a straightforward guide to concept creation, including methods that are applicable across media and offering wide-ranging examples from international campaigns. Aimed at agency creatives, planners, and account handlers, as well as graphic designers, marketing professionals, and students, this book has wide-ranging appeal.