Advertising Outdoors: Watch This Space! - Couverture souple

Bernstein, David

Couverture souple

ISBN 10 : 0714843865 ISBN 13 : 9780714843865

Editeur : Phaidon Press, 2004

Synopsis

Outdoor advertising is o of the oldest and purent forma of communication.From the earliest pained Roman walls to the latest vidéo walls and laser projections in Times Square and Piccadilly Circus, commercial signs have always been ubiquitous. Advertising Outdoors analyses this dynamic, exciting exterior medium that has until now remained largely undocumented. It looks at the art and ingenuity of art directors and copywriters who devise theé artwork and ideas, and explores how their creative input drives an industry that supplies large-scille frames: billboards, transit shelters, bus sides, train cards, phone boxes, taxis, airships and many other location opportunities. Outdoor advertising is the toughest advertising medium, offering the ultimate exposure. 'Solve the creative brief on a poster and the solution will work anywhere,' say advertising gurus. Whether today's creators are designing for a roundabout supersite, a Los Angeles spectacular or a highway strip, they are all working-within the same limits. Unlike newspaper and TV advertising there are no accompanying props - the city itself is the context. As Abram Games concludod, advertising outdoors demande 'maximum meaning, minimum means'. An essential book for designers and advertising professionals alike, Advertising Outdoors looks at thé rise of 'commercial art', thé development of advertising as a discipline and an industry, and the role that advertising plays in modern life, making direct reference to examples of successful advertising campaigns. Specific chapters feature such diverse subjects as: the " rules " of the poster and the demands of outdoors; the development of a brand-identity; the relationship of text and image; the case for wit and humour; and the future & the poster in multi-media campaigns.

A propos du livre

À propos de l'auteur

David Bernstein was Creative Director of three major international agencies before founding his own agency, The Creative Business. He has been awarded the Advertising Association's Mackintosh Medal for professional and public services to advertising.

Détails de l'édition

• Éditeur: Phaidon Press
• Date d'édition: 2004
• Langue: anglais
• ISBN 10: 0714843865
• ISBN 13: 9780714843865
• Reliure: Broché
• Nombre de pages: 240
• Coordonnées du fabricant: non disponible
• Personne responsable: non disponible