Advertising production (with CD-ROM)

Author: Ding Jianchao, Wang Jianbai (editors)
Publisher:
Publish Date: 2006-05-01
Features: Advertising Production is the sister volume to Advertising Design. Advertising Design focuses on design, aiming to enhance readers' artistic literacy and broaden their horizons through the appreciation of numerous classic advertising design works. In contrast, Advertising Production emphasizes the production process—specifically, how designers use design software such as Photoshop, Freehand, and Illustrator to bring advertising concepts to life after developing the campaign strategy and creative ideas. The book then delivers them to printing factories for film output, sampling, and printing. This book summarizes the strengths of previous similar publications, starting from the basics and systematically introducing the theoretical foundations of advertising creativity, visual references, visual thinking, color, layout, typography, and advertising production examples, such as: typography, color, layout, poster advertisements, promotional flyers, advertising illustrations, newspaper advertisements, journal ad folds, and outdoor advertisements. Following the principle of "teaching from simple to complex and step by step," the book first covers the theoretical foundations of advertising production, followed by practical examples of advertising effects. Each example includes three parts: appreciation, creative explanation, and production steps, presented in a clear and straightforward manner. Accompanying the book is a CD-ROM containing: color illustrations, source files for all examples (in formats: .psd, .ai, or .eps), and a wealth of reference images—this is one of the book's greatest features. Advertising Production is suitable for students of art design, visual communication, and computer art in art colleges across the country, as well as those who wish to teach themselves the field of art and design.