Overview

Considering perspectives on creative advertising through a unique media and communications lens, this book encompasses both the theory and practical tools needed to approach and understand creativity in advertising with an original eye. Drawing from diverse subject areas including Social Anthropology, Narrative Theory, Consumer Psychology, Semiotics and Cultural Studies, Creative Advertising Concept and Copy provides a solid grounding in advertising education away from the traditional business and marketing literature. Notwithstanding the need for independent inspiration and originality, the author guides readers through the entire process of campaign planning, moving from strategy to creative idea to finished piece whilst employing concepts and principles relevant to ‘design thinking’. Taking into account ethics and regulations, the use of text and images, and storytelling across radio, TV and video platforms, readers will come to a holistic understanding of what advertising can (and cannot) do, and how to achieve the best results. Written for students involved in creative advertising as an area of academic research and professional practice, this book will also be of interest to early-career advertising professionals seeking a fresh perspective on their work.

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9781032357959

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Reviews

"I have a confession to make, my opinion about this book is heavily biased! Dr. Georgia Miliopoulou, Zozeta for me, is a friend - Many, many years ago when I was a junior strategist (we were called planners back then), she was a mighty Creative Director who demanded my briefs to be brief and bright. And that taught me a lot. Equally, her book is going to teach you a lot regardless your experience. It will reveal secrets for creative advertising's form and function, and it will position for you Advertising in its rightful place, at the intersection of culture and commerce. Refreshingly the book avoids falling in the trap of the many pseudo-dichotomies that torture creative advertising today (i.e., equity vs. performance, traditional vs digital, long term vs short term, mass vs personalized) and sticks to timeless principles and how they can be applied in today's environment effectively. In that sense it doesn't simply rally for a return ""back to the basics"" of advertising creation but arms the reader with the ability to move forward with basics. Highly recommended to anybody who considers himself a student of advertising. - Antonis Kocheilas, Global CEO, Ogilvy Advertising"

Author Information

Georgia-Zozeta Miliopoulou is Associate Professor in the Department of Communication at Deree, The American College of Greece. She has over 25 years of experience in creative advertising and holds a Ph.D. in brand communication. She has been teaching creative advertising and new media since 2003 and still offers workshops for communication professionals. Her research interests include creativity, strategic content & storytelling, and the managerial aspects of creative agency work.

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