ADV 206 Study Guide - Final Guide: Ddb Worldwide, Sans-Serif, Helmut Krone
10 Oct 2018
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1. the book lists six concepting approaches to help develop advertising ideas. Show the product, show the benefit, show the alternative, comparison, metaphors as. 1)just do it (no stupid ideas, just write it down), 2) on a roll, don"t stop, 3) show it, don"t tell it ( image) 4) dont be different just to be different (make it make sense) 5)keep it simple. 3. when you are stuck creatively, (i. e. writer"s block) the book suggests you: 1)back up (understand product) 2)find inspiration 3)talk about it 4) take a break. Serif typefaces have little tails at the end of strokes. San serif fonts do not. (serif is more flowy, san serif type is more stiff) 7. the space between lines is called: margins (justified) Pieces for volkswagen and other doyle dane bernbach clients (creatives) art directors. Club hall of fame 1976, revolutionized advertising"s look. 9. george lois wrote the art of advertising.
