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Art Instruction
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 variety of media and advertising genres that carry and help shape messages. But great executions are elusive. So Part 3, the Toolbox, gives advice about how to think creatively, then presents an array of problem-solving tools, a series of techniques that advertisers have used repeatedly to produce exceptional work.
In brief, this book shows how to find strong selling ideas and how to express them in fresh, memorable, persuasive ways. The new edition features greatly expanded discussions of guerrilla advertising, interactive advertising, brand voice, storytelling, and the use of social media. Hundreds of ads in full color, both in the book and on an accompanying Web site, demonstrate the best in television, radio, print, and interactive advertising. Advertising: Concept and Copy is the most comprehensive text in its field, combining substantial discussion of both strategy and technique with an emphasis on the craft of writing not found elsewhere. It is truly a writer's copywriting text.
The very best TV commercials are masterpieces of the art, 30- or 60-second films that make us think, and rethink our attitudes towards a certain brand, product or service. Whether it's selling the latest Nike sneaker or raising awareness about the danger of speeding, a commercial must communicate its message in under a minute, and only the sharpest creative minds achieve the perfect balance of novelty, entertainment, information and emotional impact. This book-and-DVD package gathers many of the world's best commercials of recent years, in chapters organized by subjects, such as food & beverage, health & beauty, social & political, technology, and transport. Also included are screenshots, descriptions of each spot, and a credit list.
Over 80 commercials featured in the book are included on the accompanying DVD
A glimpse inside the mind and artistic process of a fascinating contemporary cartoonist
Born to working-class parents in a small town in Italy, and reared in Chicago, Ivan Brunetti (b. 1967) was drawn to cartoons and comic strips from an early age. Finding inspiration in Spider-Man and Peanuts, he began crafting his own stories and gradually developed a unique style that he applied to imaginative, sometimes shocking subjects. The dark humor of his graphic novels earned him a cult following, yet his illustrations have had broad appeal. Now recognized as an award-winning cartoonist and illustrator, Brunetti has published his work in the New Yorker, the New York Times Magazine, and McSweeney's, among others.This eye-popping illustrated autobiography by Brunetti traces his artistic trajectory and output, from youthful doodles to his latest cover illustrations and comic strips. Aesthetics: A Memoir unearths a trove of previously unpublished materials, including working drawings, sketches for cartoons, book covers, personal photographs, and items from the artist's collection of toys and handmade objects. In an introductory essay and captions, Brunetti explains--in a voice that is as quirky, smart, and clear as his drawings--his creative process and aesthetic sensibility. This overarching retrospective conveys Brunetti's philosophy of life and cartooning through his keen words and unforgettable images.
Illustrated with more than 100 color and black-and-white photos, a rich celebration linking the vibrancy of Black identity and expression with mainstream popular culture from the past to the present.
The top memes, movements, and milestone moments dominating today's social media have focused on Beyoncé, Rihanna, Hip-Hop, Usher, Black Enterprise crews, Abbott Elementary's rise, and Oprah's slim down. Driven by Black millennials, these trending topics demonstrate the influence and power of Black artistry and celebrity in American popular culture and around the globe. As Shirley Neal argues, this is more than just a fleeting style. It is a profound display of how pop culture is being used as a conduit for the revival of Black identity, culture, and history.
The impact of Blackness in pop culture has never been as significant as it is today. African-themed searches have grown exponentially, and the surge of interest in Black pop culture crosses generations. Beautifully designed, Afrocentric Style explores the connection between Black identity and mainstream culture, interweaving more than 100 full-color and archival black-and-white photographs with thought-provoking commentary that offers parallels between the top Afrocentric stories that have trended on social media and their historical roots.
Timely and timeless, this stunning anthology educates celebrates, and elevates readers' knowledge about the powerful influence of Afrocentric Style on mainstream pop culture and America's increasingly diverse society.
A small group of Army soldiers witnessed it all.
They photographed Germany's last push, the Battle of the Bulge, and they rode into Germany to witness unimagined destruction. They documented the Burma Road, which opened Mainland China to supplies, and saw war atrocities as far away as the Philippines.
These soldier photographers are acclaimed for their war photographs, but their work showing the impact of total war has never been compiled in a book.
As towns fell and the result of years of war were being laid bare, the world began to comprehend the impact of the war. Ruined cities were unearthed. The gates of concentration camps were flung open. Former prisoners, captured soldiers, and desperate refugees scoured the landscape for food and shelter.
These GIs used cameras instead of guns, witnessing and capturing the loss and destruction on film. Their work is a remarkable record of pictures that is now housed at the National Archives. The photos they left behind are beautiful and brutal: cemeteries and churches. POWs and DPs. Surrenders and suicides. Liberators and prisoners.
Many of the photos have never before been seen. None have been seen like this--scanned directly from original negatives for this book. Aftershock is a permanent record that shows what these soldiers saw. And it tells the story of these young photographers, whose lives were changed forever because of 1945.
The Art Institute of Chicago, although renowned for its holdings of works by the French Impressionists, also houses a wealth of superb examples by American proponents of this distinctive style. The breadth of the museum's collection of American Impressionism is rich, with a substantial body of paintings and watercolors by Winslow Homer, who is seen today as a precursor to Impressionism, as well as impressive portfolios of work by Americans living in Europe, such as James McNeill Whistler and John Singer Sargent, and the only American who was officially part of the French group, Mary Cassatt. In addition, important paintings and watercolors by notable artists such as Cecilia Beaux, William Merritt Chase, Childe Hassam, George Inness, Mauric Prendergast, and John Twachtman are included, along with handsomely reproduced images by lesser-known artists who worked in the Impressionist vein.