100 ways to create a great ad

✍ Scribed by Collins, Tim

Publisher: Laurence King Publishing
Year: 2014
Tongue: English
Leaves: 209
Category: Library

No coin nor oath required. For personal study only.

✦ Synopsis

100 Ways to Create an Ad 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, 100 Ways to Create an Ad has wide-ranging appeal

✦ Table of Contents

Content: Cover
Title Page
Copyright
Contents
Introduction
01 / Reveals
02 / Mash-Ups
03 / Double Meanings
04 / Puns
05 / Visual Puns
06 / Visual Metaphors
07 / Visual Similes
08 / Analogy
09 / Omission
10 / Minimalism
11 / Rhyme
12 / Alliteration
13 / Questions
14 / The Rule of Three
15 / Contrasting Pairs
16 / Lists
17 / Storytelling
18 / Consequences
19 / Sequences
20 / Homages
21 / Borrowed Interest
22 / Reversal
23 / Displacement
24 / Disruption
25 / Contradiction
26 / Repetition
27 / Hyperbole
28 / Visual Hyperbole
29 / Understatement
30 / Comparison. 31 / Surrealism32 / Shock
33 / Irony
34 / Bathos
35 / Paradox
36 / Slang
37 / Killer Facts
38 / Self-Awareness
39 / Anti-Advertising
40 / Advertising Parodies
41 / Brand Mascots
42 / Bringing the Product to Life
43 / Personification
44 / Catchphrases
45 / Neologisms
46 / Long Copy
47 / The Curiosity Arouser
48 / Arguments
49 / Advice
50 / Insults
51 / Compliments
52 / Challenges
53 / Crusades
54 / In-Jokes
55 / Interaction
56 / Crowdsourcing
57 / Ambient
58 / Installation
59 / Special Builds
60 / Stunts
61 / Using the Medium
62 / Hoaxes
63 / Hidden Camera. 64 / Documentary65 / Big Ads
66 / Branded Content
67 / Playing with the Logo
68 / Symbols
69 / Typography
70 / Pricing
71 / Competitive Ads
72 / Range
73 / Product Demonstration
74 / Product Shot
75 / Product Sampling
76 / Topical
77 / Puzzles
78 / Illusion
79 / Diagrams
80 / Annotation
81 / Perspective Change
82 / Details
83 / The Effects of Time
84 / Dramatizing the Negative
85 / Dramatizing Product Experience
86 / Scale
87 / National Identity
88 / Regional Identity
89 / Alternative Uses
90 / Transformation
91 / Product Transformation
92 / Heritage. 93 / Product Story94 / Product Features
95 / Local Knowledge
96 / Endorsement
97 / Testimonial
98 / Reverse Testimonial
99 / Manufacturer's Testimonial
100 / Staff
Index
Credits.

✦ Subjects

Advertising. Advertising -- Case studies. BUSINESS & ECONOMICS -- Advertising & Promotion.

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