Basics Advertising ─ Art Direction

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.

Nik Mahon is a Senior Lecturer in Advertising at Southampton Solent University. Since entering higher education as a university lecturer in 1993, he has been involved in the design, delivery and development of a variety of advertising, media and communication courses for colleges and universities in the UK and overseas. At the same time, he has also been actively engaged in the design and delivery of creative thinking and problem solving programs and short courses, both internally at the University and externally for several major advertising agencies and blue chip organizations. His clients have included: British Gas, Ordnance Survey, The Inland Revenue and United Biscuits. In 2008 Nik was awarded a PhD for his research into techniques and approaches for fostering creativity on undergraduate courses and programs of study.