Creative Advertising Concept and Copy: A Practical, Multidisciplinary Approach - Rilegato

Miliopoulou, Georgia-Zozeta

Rilegato

ISBN 10: 1032357959 ISBN 13: 9781032357959

Casa editrice: Routledge, 2024

Riassunto

Considering perspectives on creative advertising through a unique media and communications lens, this book encompasses both the theory and practical tools needed to approach and understand creativity in advertising with an original eye.

Drawing from diverse subject areas including Social Anthropology, Narrative Theory, Consumer Psychology, Semiotics and Cultural Studies, Creative Advertising Concept and Copy provides a solid grounding in advertising education away from the traditional business and marketing literature. Notwithstanding the need for independent inspiration and originality, the author guides readers through the entire process of campaign planning, moving from strategy to creative idea to finished piece whilst employing concepts and principles relevant to ‘design thinking’. Taking into account ethics and regulations, the use of text and images, and storytelling across radio, TV and video platforms, readers will come to a holistic understanding of what advertising can (and cannot) do, and how to achieve the best results.

Written for students involved in creative advertising as an area of academic research and professional practice, this book will also be of interest to early-career advertising professionals seeking a fresh perspective on their work.

Su questo libro

Informazioni sull'autore

Georgia-Zozeta Miliopoulou is Associate Professor in the Department of Communication at Deree, The American College of Greece. She has over 25 years of experience in creative advertising and holds a Ph.D. in brand communication. She has been teaching creative advertising and new media since 2003 and still offers workshops for communication professionals. Her research interests include creativity, strategic content & storytelling, and the managerial aspects of creative agency work.

Dettagli dell'edizione

• Editore: Routledge
• Data di pubblicazione: 2024
• Lingua: Inglese
• ISBN 10: 1032357959
• ISBN 13: 9781032357959
• Rilegatura: Copertina rigida
• Numero edizione: 1
• Numero di pagine: 220
• Contatto del produttore: Taylor and Francis, GPSR Taylor and Francis; gpsr@taylorandfrancis.com; ; Taylor & Francis Verlag GmbH, Kaufingerstraße 24; München; 80331; Germania