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

Miliopoulou, Georgia-Zozeta

 
9781032362045: Creative Advertising Concept and Copy: A Practical, Multidisciplinary Approach
Brossura
ISBN 10: 1032362049 ISBN 13: 9781032362045
Casa editrice: Routledge, 2024

Sinossi

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.

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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.

Le informazioni nella sezione "Su questo libro" possono far riferimento a edizioni diverse di questo titolo.

Editore
Routledge
Data di pubblicazione
2024
Lingua
Inglese
ISBN 10 
1032362049
ISBN 13 
9781032362045
Rilegatura
Copertina flessibile
Numero edizione
1
Numero di pagine
220
Contatto del produttore
non disponibile
Persona responsabile
gpsr@libri.de
gpsr@libri.de

Europaallee 1
Bad Hersfeld
36244
Germania

Altre edizioni note dello stesso titolo

9781032357959: Creative Advertising Concept and Copy: A Practical, Multidisciplinary Approach

Edizione in evidenza

ISBN 10:  1032357959 ISBN 13:  9781032357959
Casa editrice: Routledge, 2024
Rilegato