Basics Advertising: Art Direction" is a comprehensive guide to the role of the art director. It examines the key techniques approaches & secrets involved in the development of creative advertising concepts. The book emphasises the importance of seeing things differently & providing the audience with something to discover. It provides tips on how to use surprise simplicity provocation & visual drama to communicate the advertising message. It examines the process of visualising & exploring different ideas & discusses the use of moving image photography illustration & typography to realise these ideas. It also explores the use of different advertising media from traditional formats to new & alternative channels of communication."