Creative advertising: Theory and practice

Sandra Ernst Moriarty

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Advertising and Communication Studies Marketing and Advertising Strategies Literature, Culture, and Aesthetics

Abstract

A comprehensive introduction to the creative side of advertising that gathers into one volume all the important aspects of copywriting, layout and design, and creative message strategy. Providing the underlying theories that explain the practices of the profession three sections cover the advertising process, media specifics and situations and decision. Coverage is extended to the topics of professionalism, the process of advertising, visual communication and new developments in production.

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