It covers the entire conceptual process, from developing smart strategy to executing it with strong ads—from what to say to how to say it. Part 1, Strategies, operates on the premise that the idea beneath an ad’s surface determines its success. This first section shows how to research products, understand consumer behavior, analyze audiences, and navigate marketplace realities, then how to write creative briefs that focus this strategic analysis into specific advertising objectives. Part 2, Executions, explains how to put strategy into play. It discusses the tools at a copywriter’s command—creating a distinctive brand voice, telling stories, using language powerfully and originally—as well as the wide variety of media and advertising genres that carry and help shape messages. But great executions are elusive. So Part 3, the Toolbox, gives advice about how to think creatively, then presents an array of problem-solving tools, a series of techniques that advertisers have used repeatedly to produce exceptional work. In brief, this book shows how to find strong selling ideas and how to express them in fresh, memorable, persuasive ways. The new edition features greatly expanded discussions of guerrilla advertising, interactive advertising, brand voice, storytelling, and the use of social media. Hundreds of ads in full color, both in the book and on an accompanying Web site, demonstrate the best in television, radio, print, and interactive advertising. Advertising: Concept and Copy is the most comprehensive text in its field, combining substantial discussion of both strategy and technique with an emphasis on the craft of writing not found elsewhere. It is truly a writer’s copywriting text.

    Hence a new architectural discourse has emerged: landscape urbanism.In The Landscape Urbanism Reader Charles Waldheimwho is at the forefront of this new movementhas assembled the definitive collection of essays by many of the field's top practitioners. Fourteen essays written by leading figures across a range of disciplines and from around the worldincluding James Corner, Linda Pollak, Alan Berger, Pierre Blanger, Julia Czerniak, and morecapture the origins, the contemporary milieu, and the aspirations of this relatively new field. The Landscape Urbanism Reader is an inspiring signal to the future of city making as well as an indispensablereference for students, teachers, architects, and urban planners.

    Begun when he was twenty-five, the journals give us Gray’s reflections on his childhood; his craving for success; the downtown New York arts scene of the 1970s; his love affairs, marriages and fatherhood; his travels in Europe and Asia; and throughout, his passion for the theater, where he worked to balance his compulsion to tell all with his terror of having his deepest secrets exposed.Culled from more than five thousand pages and including interviews with friends, colleagues, lovers, and family, The Journals of Spalding Gray gives us a haunting portrait of a creative genius who we thought had told us everything about himself—until now.

    Doing something that’s genuinely better is very hard.” —Jony IveIn 1997, Steve Jobs returned to Apple as CEO with the unenviable task of turning around the company he had founded. One night, Jobs discovered a scruffy British designer toiling away at Apple’s corporate headquarters, surrounded by hundreds of sketches and prototypes. It was then that Jobs realized he had found a talent who could reverse the company’s long decline.That young designer was Jony Ive. Jony Ive’s collaboration with Jobs would produce some of the world’s most iconic technology products, including the iMac, iPod, iPad, and iPhone. The designs have not only made Apple a hugely valuable company, they’ve overturned entire industries, built a loyal fan base, and created a globally powerful brand. Along the way, Jony Ive has become the world’s leading technology innovator, won countless design awards, earned a place on the 2013 Time 100 list, and was even knighted for his “services to design and enterprise.”Yet despite his triumphs, little is known about the shy and soft-spoken whiz whom Jobs referred to as his “spiritual partner” at Apple. Jony Ive reveals the true story of Apple’s real innovator-in-chief.Leander Kahney, the bestselling author of Inside Steve’s Brain, offers a detailed portrait of a creative genius. He shows us how Jony Ive went from an English art school student with dyslexia to the man whose immense insights have altered the pattern of our lives. From his early interest in industrial design, fostered by his designer father, through his education at Newcastle Polytechnic and meteoric rise at Apple, we discover the principles and practices that he developed to become the designer of his generation.Based on interviews with Jony Ive’s former colleagues and Kahney’s own familiarity with the world of Apple, this book gives insight into how Jony Ive (now senior vice president of design) has redefined the ways in which we work, entertain, and communicate with one another.

    The third edition of Readings in Planning Theory features thirteen new readings that define current debates and presents the works that constitute the main focus of the field, addressing the central issues that face planners as theorists and practitioners.Expands the focus on international planning by including globalization and theories of development Includes new readings that examine themes emerging in planning theory, including a critique of the modernist roots of centralized planning, a re-emphasis on space in planning, and a discussion of the difficulty of sustainable development Features new case studies of planning success and failure on both sides of the Atlantic Addresses the range of core planning theory so as to remain the primary text in urban planning courses Examines the current state of planning theory and the new directions it has taken in recent years Draws on a wide range of authors who address planning history, arguments for and against planning, competing planning styles, planning ethics, the public interest, and considerations of race and gender

    the quality of the connections is the key to quality per se.- Charles Eames... everything hangs on something else.- Ray EamesNothing says modernist perfection like an Eames design. Though they are best known to the general public for their furniture, the husband and wife duo of Charles and Ray Eames (1907-78 and 1912-88, respectively) were also forerunners in the fields of architecture, industrial design, photography, and film. This book covers all the aspects of their illustrious career, from the earliest furniture experiments and molded plywood designs to the Case Study Houses to their work for Herman Miller and films such as the seminal short, Powers of Ten.

    With expanded coverage of ethics, analysis processes, and approaches, authors Catherine Marshall and Gretchen B. Rossman, have updated this highly popular text to reflect the advances and challenges presented by provocative developments and new applications since the previous edition.

    Her keen eye and vivid writing have reinforced to readers how important architecture is and why it continues to be both controversial and fascinating.In her new book--which gathers together the best of her writing, from one of her first pieces in the New York Times in 1962 on le Corbusier's Carpenter Center at Harvard, to essays in the New York Review of Books, to more recent writing in the Wall Street Journal--Huxtable bears witness to some of the twentieth century's best--and worst--architectural masters and projects.With a perspective of more than four decades, Huxtable examines the century's modernist beginnings and then turns her critic's eye to the seismic shift in style, function, and fashion that occurred midcentury--all leading to a dramatic new architecture of the twenty-first century. Much of the writing in On Architecture has never appeared in book form before, and Huxtable's many admirers will be delighted to once again have access to her elegant, impassioned opinions, insights, and wisdom."Looking back, I realize that my career covered an extraordinary period of change, that I was writing at a time in which architecture was changing slowly but radically--a time when everything about modernism was being incrementally questioned and rejected as we moved into a new kind of thinking and building." And while it was a quiet, nearly stealth revolution, it was a absolutely a revolution in which the past was reaccepted and reincorporated, periods and styles ignored by modernism were reexamined and reevaluated. History and theory, once considered irrelevant, became central to the practice of architecture again."

    For an Architecture of Reality published in the year 1992. The author of this book is Michael Benedikt . We have a dedicated page displaying collection of Michael Benedikt books here. This is the Paperback version of the title "For an Architecture of Reality ". For an Architecture of Reality is currently Available with us.

    It offers a mix of techniques and theory, while making an argument for the long-term value of studying perception-based drawing.

    With Step By Step, you set the pace-building and practicing the skills you need, just when you need them! Topics include building a project plan and fine-tuning the details; scheduling tasks, assigning resources, and managing dependencies; monitoring progress and costs; keeping projects on track; communicating project data through Gantt charts and other views.

    Nor is it sufficient merely to critique culture or to copy culture. Most of the time, we just consume culture. But the only way to change culture is to create culture. Andy Crouch unleashes a stirring manifesto calling Christians to be culture makers. For too long, Christians have had an insufficient view of culture and have waged misguided "culture wars." But we must reclaim the cultural mandate to be the creative cultivators that God designed us to be. Culture is what we make of the world, both in creating cultural artifacts as well as in making sense of the world around us. By making chairs and omelets, languages and laws, we participate in the good work of culture making. Crouch unpacks the complexities of how culture works and gives us tools for cultivating and creating culture. He navigates the dynamics of cultural change and probes the role and efficacy of our various cultural gestures and postures. Keen biblical exposition demonstrates that creating culture is central to the whole scriptural narrative, the ministry of Jesus and the call to the church. He guards against naive assumptions about "changing the world," but points us to hopeful examples from church history and contemporary society of how culture is made and shaped. Ultimately, our culture making is done in partnership with God's own making and transforming of culture. A model of his premise, this landmark book is sure to be a rallying cry for a new generation of culturally creative Christians. Discover your calling and join the culture makers.

    . . But among the many writers who have come of age in our fin de siècle, none have succeeded more completely as poet, critic, and translator than Robert Pinsky." --James Longenbach, The NationThe poems in Robert Pinsky's At the Foundling Hospital consider personality and culture as improvised from loss: a creative effort so pervasive it is invisible. An extreme example is the abandoned newborn. At the Foundling Hospital of eighteenth-century London, in a benign and oddly bureaucratic process, each new infant was identified by a duly recorded token. A minimal, charged particle of meaning, the token might be a coin or brooch or thimble--or sometimes a poem, such as the one quoted in full in Pinsky's poem "The Foundling Tokens." A foundling may inherit less of a past than an orphan, but with a wider set of meanings. The foundling soul needs to be adopted, and it needs to be adaptive.In one poem, French and German appear as originally Creole tongues, invented by the rough needs of conquered peoples and their Roman masters. In another, creators from scorned or excluded groups--among them Irving Berlin, Quintus Horatius Flaccus, and W.E.B. Du Bois--speak, as does the Greek tragic chorus, in the first-person singular.In these poems, a sometimes desperate, perpetual reimagining of identity, on the scale of one life or of human history, is deeply related to music: The quest is lyrical, whether the subject is as specific as "the emanation of a dead star still alive" or as personal as the "pinhole iris of your mortal eye."

    How did the table fork acquire a fourth tine?  What advantage does the Phillips-head screw have over its single-grooved predecessor? Why does the paper clip look the way it does? What makes Scotch tape Scotch?   In this delightful book Henry Petroski takes a microscopic look at artifacts that most of us count on but rarely contemplate, including such icons of the everyday as pins, Post-its, and fast-food "clamshell" containers.  At the same time, he offers a convincing new theory of technological innovation as a response to the perceived failures of existing products—suggesting that irritation, and not necessity, is the mother of invention.

    That Wagner is in love with the world and its transactions--perceptions, superficial and otherwise; childbearing, painful and otherwise; gains, financial and otherwise--allows for a poetry that is full of song yet brazenly topical.