Designed to teach students the essential theory and tools of advertising, this unique textbook also places a special emphasis on sustainability, diversity and ethical issues within contemporary practice. Offering a complete introduction to the topic, this book covers practical and creative skills while raising central theories of communication and knowledge around the impact of advertising. Topics include a short history of the industry, branding, writing briefs and debriefing, conceptualising, art direction and copywriting. Readers will also be introduced to consumer behaviour to understand their target audience and key theories around persuasion, rhetoric, semiotics, colour theory and meaning transfer. Each topic is offset by tasks and tips which encourage students to engage with and understand its moral implications, from environmental impacts to stereotyping and representation. With activities in every chapter, this book takes a scaffolding approach to learning, guiding readers from the basics up to landing their first job in the industry and reinforcing knowledge along the way. A concluding chapter offers guidance on portfolio layouts, CV content, interview preparation, networking skills and applying for competitions. This is an essential read for anyone undertaking courses in creative advertising and marketing, while also being a useful resource for courses in graphic
design, public relations, media and sustainability.

Support materials for instructors include an example syllabus, extra reading list, class activities and additional advertising briefs, these can be found at www.routledge.com/9781032975061.

Jackie Raphael-Luu is an Associate Professor (Reader) in Advertising and Media and is the Course Leader of BA (Hons) Advertising in Media and Communications at University of the Arts London, UK.