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广告:创意与文案(第11版)(彩色印刷)

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1.《广告:创意与文案》是广告学世界级威廉·阿伦斯经典之作

2. 全美广告学排名在前的佛罗里达大学等百所知名大学采用

3.广告学领域畅销的教科书,自1989年首版以来,十一次再版,畅销全球,业已成为“界定广告学教科书标准”的经典著作

4.《广告:创意与文案》根据《当代广告学》中“广告创作”部分相关内容改编而成,共分3 章。主要论述了创意战略与创意过程、如何通过艺术与文案实施创意,以及印刷、电子和数字媒介的广告制作。

5. 《广告:创意与文案》清晰揭示了广告创意与文案的实际操作,篇幅适中,案例丰富,适合高等院校普通文科、新闻、传媒和工商管理类专业的学生使用,同时,对广告界的从业人员也是一本极好的参考书。


Content Description

《广告:创意与文案》改编自全球畅销书《当代广告学(第11 版)》。《当代广告学》先后被翻译成多种文字出版发行,受到学界和商界两方面的认可和赞誉,被公认为该领域的一本经典教科书。《广告:创意与文案》根据《当代广告学》中“广告创作”部分相关内容改编而成,共分3 章。主要论述了创意战略与创意过程、如何通过艺术与文案实施创意,以及印刷、电子和数字媒介的广告制作。《广告:创意与文案》清晰揭示了广告创意与文案的实际操作,篇幅适中,案例丰富,适合高等院校普通文科、新闻、传媒和工商管理类专业的学生使用,同时,对广告界的从业人员也是一本极好的参考书。

Author Description

威廉·阿伦斯(William F. Arens,1941-2006),美国广告界备受尊敬的知名人士,既是一位活跃的创业企业家,同时又将其毕生奉献给了广告教育事业。由他撰写的《当代广告学》自1989年首版以来,十几次再版,畅销全球,业已成为“界定广告学教科书标准”的经典著作。2006年他身患罕见的神经性疾病,在顽强地与病魔作斗争中全面修订完《当代广告学》第11版后离世。包括中国在内的全球数百万受益于他的广告学子感念他。 迈克尔?维戈尔德(Michael F. Weigold),佛罗里达大学广告学教授、获奖学者。 克里斯蒂安·阿伦斯 (Christian Arens),广告界资深人士,威廉·阿伦斯之子。

译者简介:
丁俊杰,中国传媒大学教授,博士生导师,前中国传媒大学副校长,中国广告协会学术委员会主任。

Comments

这是一本广告学经典教材。这本教材在脉络的清晰、资料的新颖上都有其独到之处;并同时兼顾了实际操作性与艺术感染力。对广告学的学习者来说,是一本不可多得的教材。作为本书的译者,我们深深地为阿伦斯这位曾经“帮助界定了广告学教材应该如何编写”的广告老兵的坚守而感动。
—— 丁俊杰 中国传媒大学教授,博士生导师,前中国传媒大学副校长,中国广告协会学术委员会主任

前一阵子,《中国广告》杂志让我写一个“影响当代中国广告进程的20本书”的名单,我毫不犹豫地列进了这本《当代广告学》。
—— 徐智明 龙之媒广告书店、快书包网上书店,董事长

Catalogue

引言广告创作
第1章创意战略与创意过程
创意小组:广告的创作者与编码者
什么造就了杰出的广告
受众共鸣
广告的关联性
制定广告战略:杰出创意的关键
撰写创意纲要(文案框架)
讯息战略要素
创造如何强化广告的表现力
什么是创造力
创造力在广告中的作用
广告实验室1-A:色彩的心理作用
认识创造性思维
创意过程
探险家的作用:收集信息
开阔思路
了解目标
头脑风暴
艺术家的作用:构思并完成大创意
任务1:寻找大创意
任务2:实现大创意
伦理问题:性是否具有诉求力
创意金字塔:构思文案与艺术的指导方针
广告实验室1-B:创意金字塔在广告中的运用
裁判的作用:决策时刻
战士的作用:战胜艰难,克服障碍
广告实验室1-C:创意训练场
广告档案:创意总监的广告杰作
第2章创意实施:艺术与文案
表现大创意:视觉元素与文字元素的结合
创作印刷广告的艺术
设计印刷广告
布局图的功用
广告设计与制作过程:创作与认可过程
广告实验室2-A:广告艺术家的角色
电脑对平面设计的影响
设计原则:哪种设计格式最好
图形在印刷广告中的应用
广告档案:美术指导的版面布局指南
印刷广告的文案撰写与格式
伦理问题:模仿、剽窃还是恭维
标题
副标题
正文
对照表:撰写有效的文案
广告语
证章、标志和签名
电子媒介的文案撰写
广播文案的撰写
对照表:创作有效的广播广告
电视文案的撰写
对照表:创作有效的电视广告
艺术元素在广播广告和电视广告中的作用
广告艺术构思的形成
广播广告和电视广告的格式
广告实验室2-B:广播中行之有效的创意方法
故事板设计的基本构成
撰写网络广告
针对国际市场的广告创作
文案翻译
面向国际市场的美术指导
对国际广告主的法律限制
第3章印刷、电子及数字媒介的广告制作
广告制作过程的管理
印刷制作经理和制片人的职能
控制制作成本
印刷广告制作过程
预备阶段:策划项目
广告实验室3-A:西文字体的特点
制作阶段:创作插图
开印前阶段:剥版、阴图与印版
复制与发送阶段:印刷、装订和发送
印刷制作中的质量管理
制作阶段的质量问题
印前质量问题
广播广告制作过程
预备阶段
广告档案:创作部:一条杂志广告和一条电视广告从概念到制作的诞生过程
制作:编辑
后期制作:修饰
电视广告制作过程
广告制作人的作用
预备阶段
制作:拍摄
广告实验室3-B:胶片抑或磁带
后期制作
数字媒介的广告制作
伦理问题:闭路电视节目
数字媒介的兴起
数字媒介在广告中的作用
数字媒介广告制作人
数字媒介广告制作过程
附录A营销计划大纲
附录B广告计划大纲
专业术语表
注释
Book Abstract

对于广告从萌芽到结果所经历的错综复杂的技术过程,普通读者很少有概念,但有经验的广告人——尤其是美术指导、设计师、印刷制作经理和制片人——却深知个中详情。他们知道,正是因为对细节的精心处理,才使广告增添了魅力,更趋圆满。精心管理是确保广告制作成功的重要保障,因此,在详细探讨制作过程之前,我们还是先讨论一下制作过程所涉及的一些管理问题。
出现在消费者眼前的每一条广告都标志着一个高度复杂的过程,这一过程包含着众多环节——诸如全色图像的复制、场面的拍摄与剪辑、字体精确规格的说明与版式、检查、认可、复制以及运送完稿、负片、磁带或胶片至各媒介(报纸、杂志、广播、电视,甚至网络出版公司)。
这些任务通常是印刷制作经理(print production manager,对印刷媒介而言)或制片人(producer,对电子媒介而言)的职责(在盛世公司,他们统称为“制作人”)。他们要负责保证整个项目在计划内按预算顺利进行,同时,还要保证每一个制作环节都达到质量要求。
通常,制作经理和制片人发挥着四个管理作用:策划、组织、指挥和控制。例如,在盛世公司,约翰娜?里奥维里(Johanna Leovey)是印刷制作经理,她的职责是审查艺术构思;然后,策划用哪种制作过程来达到要求;再后,组织分配任务,决定轻重缓急,以便满足客户的媒介排期,再指挥制作人员完成美术制作的各部分;最后,为确保质量、经济和速度,她还必须发挥控制功能,认真检查每一个成员和下游公司的工作,征求上司和美术指导的反馈,确保整个创作小组都朝同一个方向努力。约翰娜的上司洛兰?阿尔珀?克雷默(Lorraine Alper Kramer)是盛世公司的印刷总监。
策划与组织
“时间分配”是管理的一个重要环节。一个项目的每一个阶段都是由众多任务构成的,因此,制作经理必须预测每一阶段有可能在什么地方发生意外。比方,完成一条动画广告大致需要五个阶段,但具体到每一条广告,各阶段所需的时间又各不相同(见图表3-1)。
指导与控制
指导制作人员和下游公司的工作也是一个挑战。美工如果没有正确遵照美术指导的设计行事,就有可能毁掉广告的魅力、表现力和效果。印刷过程不当,纸张、油墨使用不当也会削弱广告形象的冲击力、增加成本,甚至导致推翻重印,浪费大量的时间。忘记反复检查印刷制作的细节和制作人员的工作,会导致印刷制作经理付出惨重的代价:可能为此而损失客户或公司的大量资金,甚至可能丢掉自己的饭碗。
洛兰指出,制作人还必须随时掌握印刷和电子媒介制作工艺上的任何技术变化,包括数字媒介(多媒体、互动媒介和在线网络)。此外,由于现在所有广告公司的员工几乎都在使用电脑,因此他们还必须了解电脑在制作过程中可以发挥什么作用,哪些软件程序的效果最好。
……

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Jingdong book