100 ways to create a great ad

✍ Scribed by Collins, Tim

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

✦ Synopsis

100 Ways to Create an Adis 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 Adhas wide-ranging appeal.

✦ Table of Contents

Introduction......Page 5
01/ Reveals......Page 7
02/ Mash-Ups......Page 9
03/ Double Meanings......Page 11
04/ Puns......Page 13
05/ Visual Puns......Page 15
06/ Visual Metaphors......Page 17
07/ Visual Similes......Page 19
08/ Analogy......Page 21
09/ Omission......Page 23
10/ Minimalism......Page 25
11/ Rhyme......Page 27
12/ Alliteration......Page 29
13/ Questions......Page 31
14/ The Rule of Three......Page 33
15/ Contrasting Pairs......Page 35
16/ Lists......Page 37
17/ Storytelling......Page 39
18/ Consequences......Page 41
19/ Sequences......Page 43
20/ Homages......Page 45
21/ Borrowed Interest......Page 47
22/ Reversal......Page 49
23/ Displacement......Page 51
24/ Disruption......Page 53
25/ Contradiction......Page 55
26/ Repetition......Page 57
27/ Hyperbole......Page 59
28/ Visual Hyperbole......Page 61
29/ Understatement......Page 63
30/ Comparison......Page 65
31/ Surrealism......Page 67
32/ Shock......Page 69
33/ Irony......Page 71
34/ Bathos......Page 73
35/ Paradox......Page 75
36/ Slang......Page 77
37/ Killer Facts......Page 79
38/ Self-Awareness......Page 81
39/ Anti-Advertising......Page 83
40/ Advertising Parodies......Page 85
41/ Brand Mascots......Page 87
42/ Bringing the Product to Life......Page 89
43/ Personification......Page 91
44/ Catchphrases......Page 93
45/ Neologisms......Page 95
46/ Long Copy......Page 97
47/ The Curiosity Arouser......Page 99
48/ Arguments......Page 101
49/ Advice......Page 103
50/ Insults......Page 105
51/ Compliments......Page 107
52/ Challenges......Page 109
53/ Crusades......Page 111
54/ In-Jokes......Page 113
55/ Interaction......Page 115
56/ Crowdsourcing......Page 117
57/ Ambient......Page 119
58/ Installation......Page 121
59/ Special Builds......Page 123
60/ Stunts......Page 125
61/ Using the Medium......Page 127
62/ Hoaxes......Page 129
63/ Hidden Camera......Page 131
64/ Documentary......Page 133
65/ Big Ads......Page 135
66/ Branded Content......Page 137
67/ Playing with the Logo......Page 139
68/ Symbols......Page 141
69/ Typography......Page 143
70/ Pricing......Page 145
71/ Competitive Ads......Page 147
72/ Range......Page 149
73/ Product Demonstration......Page 151
74/ Product Shot......Page 153
75/ Product Sampling......Page 155
76/ Topical......Page 157
77/ Puzzles......Page 159
78/ Illusion......Page 161
79/ Diagrams......Page 163
80/ Annotation......Page 165
81/ Perspective Change......Page 167
82/ Details......Page 169
83/ The Effects of Time......Page 171
84/ Dramatizing the Negative......Page 173
85/ Dramatizing Product Experience......Page 175
86/ Scale......Page 177
87/ National Identity......Page 179
88/ Regional Identity......Page 181
89/ Alternative Uses......Page 183
90/ Transformation......Page 185
91/ Product Transformation......Page 187
92/ Heritage......Page 189
93/ Product Story......Page 191
94/ Product Features......Page 193
95/ Local Knowledge......Page 195
96/ Endorsement......Page 197
97/ Testimonial......Page 199
98/ Reverse Testimonial......Page 201
99/ Manufacturer's Testimonial......Page 203
100/ Staff......Page 205
Index......Page 207
Credits......Page 209

✦ Subjects

Business