Creative Advertising: An Introduction

By Miriam Sorrentino

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  • Paperback
  • 280 illustrations
  • 240 pages
  • 10⅛ x 8½ ins
  • ISBN 9781780671192
  • Published February 2014

Creative Advertising: An Introduction explores the fundamentals of advertising and branding,providing an indispensable overview of creative thinking in advertising practice.

The book offers clear guidance on portfolio presentation, making contacts, skills building, crafting ideas in copy and art direction, and on working with others in the larger creative process. It is full of advice from some of the world’s leading figures in advertising and is illustrated with numerous examples of award-winning work.

About the Author

Miriam Sorrentino has worked as an art director for a number of London’s leading agencies, including Leo Burnett, D’Arcy, Grey and Publicis, where she has created campaigns for many clients, including Fiat, McDonald’s, Mars and Epson. She lectures in Brand Communication and Advertising at the University of Greenwich.

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Introduction

PART ONE
Chapter 1: The business of advertising
Chapter 2: The development of advertising
Chapter 3: A branded world

PART TWO
Chapter 4: Starting a conversation
Chapter 5: Thinking of what to say
Chapter 6: How will you say it?
Chapter 7: Crafting your ideas
Chapter 8: Executing the executions
Chapter 9: Career plans
Chapter 10: Conclusion

Glossary
Further Resources
Index
Picture credits
Acknowledgements