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Brave Work in the Age of Climate Change: A Creative's Guide to Making Compelling Advertising and Brand Messages in Complicated Times de Deborah Morrison

Brave Work in the Age of Climate Change: A Creative's Guide to Making Compelling Advertising and Brand Messages in Complicated Times

Autor Deborah Morrison
en Limba Engleză Paperback – 11 dec 2024
Our greatest challenge is upon us. Climate change realities call for adaptation and new ways of understanding the world. For brands and their agency advocates, this demands a courageous approach to crafting work that engages a range of audiences, people often polarized and politically divided. How can the vibrant creative industry play a leading role in helping humanity adapt to climate change? What climate science resources exist that aid in developing smart communication platforms? How does a creative strategist grow skills necessary for this most important assignment? Brave Work, a guide for creatives in all career stages, develops a mission statement for creative leadership in these complicated times.
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Specificații

ISBN-13: 9783030002923
ISBN-10: 3030002926
Pagini: 200
Ilustrații: Approx. 200 p. 50 illus.
Dimensiuni: 155 x 235 mm
Ediția:1st ed. 2024
Editura: Springer International Publishing
Colecția Palgrave Macmillan
Locul publicării:Cham, Switzerland

Cuprins

1. The New Creative.- 2. The Anthropocene.- 3. The Movement.- 4. Audience & Engagement.- 5. Communicating Complexity. 6. The Creative Process. 7. Authenticity.- 8. Developing Concept.- 9. Visual Power.- 10. Creative Leadership.- 11. Creative Courage.- 12. Wielding Courage as Part of the Creative Economy.- 13. Brave Work.

Notă biografică

Deborah Morrison is the Carolyn Chambers Distinguished Professor of Advertising at the University of Oregon, USA and Director of the School of Journalism and Communication’s advertising program. Her books include The Creative Process Illustrated: How Advertising’s Big Ideas are Born (2010) with Glenn Griffin and Idea Industry: How to Crack the Advertising Career Code with Brett Robbs (2009). 
Morrison is a Grandmaster of The Art Directors Club in New York, named the 2015 AEJMC national distinguished teacher award winner, and served on the board of The One Club for Creativity for two terms, the first educator to do so. She's delivered talks to SXSW, HOW Design Conference, TEDx UOregon, Google, and 72U. She believes the idea industry can lead the way in this challenging era.

Textul de pe ultima copertă

This book examines climate change and the need for advertising creatives to think and create strategically in order to educate about the human role in climate adaptation. As more brands and organizations feel the economic and cultural effects of climate realities, there is an urgent need for the advertising industry to offer smarter, creative approaches to messaging about this phenomenon. Creatives must use their ability to translate complex issues into messages that resonate with multiple audiences while bridge the gap between consumers and climate understanding. The author argues that brands and corporations have a social responsibilty to provide this value, thereby fighting misinformation and emboldening citizens to work toward adaptive behaviors with understanding of basic climate science. Through the themes of complexity, creativity, and courage, this book synthesizes theory on audience engagement and discusses how to frame the climate issue effectively.

Caracteristici

Connects best knowledge of creative advertising and professional creative process to best thinking about engaging audiences with complex climate themes Explains and reviews important creative work on climate issues Offers best thinking from creative leaders, communication researchers, and climate specialists Delivers inspiration – in their terms -- to writers, designers, strategists, and makers about developing brave work to address these challenges Builds resources for understanding and translating complex climate information