Creative Execution: Art and Execution, 402
Delivering on the Big Idea: The Visual and the Verbal, 404
The Art of Creating Print Advertising, 404
Designing the Print Ad, 404
The Use of Layouts, 406
Advertising Design and Production: The Creative and Approval Process, 406
Effect of Computers on Graphic Design, 408
Principles of Design: Which Design Formats Work Best, 409
The Use of Visuals in Print Advertising, 410
Copywriting and Formats for Print Advertising, 415
Headlines, 415
Subheads, 419
Body Copy, 419
Slogans, 422
Seals, Logos, and Signatures, 422
Copywriting for Electronic Media, 422
Writing Radio Copy, 423
Writing Television Copy, 424
The Role of Art in Radio and TV Advertising, 425
Developing the Artistic Concept for Commercials, 425
Formats for Radio and TV Commercials, 426
Basic Mechanics of Storyboard Development, 430
Writing for the Web, 431
Creating Ads for International Markets, 432
Translating Copy, 432
Art Direction for International Markets, 433
Legal Restraints on International Advertisers, 434 |
