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Creative Advertising Concept and Copy
A Practical, Multidisciplinary Approach
1st Edition
ISBN 9781032362045 By Georgia-Zozeta Miliopoulou212  ages ublished 2024 by Routledge
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内容简介
本书以独特的传播学视角审视创意宣传，包括了理解宣传创意所需的理论和实用工具。
《创意宣传概念与文案》从社会人类学、叙事理论、消费心理学、符号学和文化科研等区别学科汲取养分，摆脱了传统商场和营销文案的捆绑，为新颖的宣传创意供给了坚实基础。尽管好的宣传必须灵感和原创性，但作者试图引导读者完成全部宣传策划过程，从战略到创意构思再到成品，运用了与 “设计思维 ”关联的概念和原则。经过本书，读者将全面认识宣传能做什么（以及不可做什么），并认识怎样使宣传达到最佳的效果。
本书专为从事创意宣传的科研与实践的学生和从业者而写，针对期盼从全新视角审视自己工作的宣传专业人士来讲，本书将极具参考价值。
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关于作者
Georgia-Zozeta Miliopoulouis 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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发表于 2024-8-9 12:52:54
