Basics Advertising: Art Direction is a comprehensive look at the role of the art director. It examines the key techniques, approaches and ‘secrets’ involved in the development of creative advertising concepts.
The book emphasizes the importance of seeing things differently, and providing the audience with something to discover. It provides tips on how to use surprise, simplicity, provocation and visual drama to communicate the advertising message. It examines the process of visualizing and exploring different ideas, and discusses the use of moving image, photography, illustration and typography to realize these ideas. It also explores the use of different advertising media, from traditional formats to new and alternative channels of communication.