Art Direction examines the key techniques, approaches and 'secrets' involved in the development of creative advertising concepts. Mahon provides tips on how to

Presents a comprehensive teaching tool, exploring the act of copywriting and the intrinsic nature of the role of the copywriter in the overall advertising proce

This book highlights the importance of thinking both verbally and visually, taking into account the key relationship between the words and images that occur wit

Idea generation is arguably the most vital part of the advertising process - and can be the most demanding. This book provides an essential introduction to the

Adland is a ground-breaking examination of modern advertising, from its early origins, to the evolution of the current advertising landscape. Bestselling author