Even the most creative mind needs stimulation. The more inventive pieces it takes in, the more resources it has to draw from. That's why many advertising "creatives" keep their own clip files. Street-Smart Advertising contains a plethora of examples designed to jump-start the right side of the brain. It is packed with memorable uses of new media, exciting on-strategy marketing, creative online work, insightful quotes by giants in the advertising industry, and exercises to strengthen creative thinking. Students and practitioners alike can reference this book for fresh campaign concepts, unusual visual treatments, innovative media ideas, powerful writing techniques, brainstorming methods, and more.
Margo Berman is professor of advertising at Florida International University. She specializes in creative courses like Creative Strategies, Creative Concepts, and Trends in Graphics and Design. Please visit her website at http://www.unlocktheblock.com/ for more information.
Chapter 1 Preface Chapter 2 1 Rev Up Your Thinking with Creative Stimulation Chapter 3 2 Play with Typography's Multiple Personalities Chapter 4 3 Embrace Type as a Design Element Chapter 5 4 Master the Design Elements Chapter 6 5 Connect with Your Audience through Powerful Writing Chapter 7 6 Spark the Creative Process for Focused Campaign Strategies Chapter 8 7 Take Charge of the Design Principles Chapter 9 8 Explore the Power of Color Psychology Chapter 10 9 Discover Exciting Strategy-Based Ads and Campaigns Chapter 11 10 Learn the Latest through Inventive Case Studies with Impressive Results Chapter 12 11 See Which Self-Promotions Really Work Chapter 13 12 Be Inspired by Creative Tips from Conceptual Thinkers Chapter 14 Glossary Chapter 15 Selected Bibliography