Articles on Advertising

Thoughts, case studies, book reviews, debates and tips on Advertising, written by prominent authors and carefully edited by FOROALFA.

Portrait of Norberto Chaves
Author:
Norberto Chaves
Title:
Every trademark must be...
Synopsis:
Twelve supposedly «universal» rules in designing trademarks.
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6
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1
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3077
Main illustration of the article Management vs. Leadership
Author:
Marco Rinaldi
Title:
Management vs. Leadership
Synopsis:
We don't need to manage the present but we should lead the future.
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1
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72
Portrait of Guillermo Dufranc
Author:
Guillermo Dufranc
Title:
Strategy and Creativity are Part of Design
Synopsis:
Though it sounds quite obvious, to start any design process it is necessary analysis and strategic thinking.
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5
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406
Portrait of Fernando Del Vecchio
Author:
Fernando Del Vecchio
Title:
The challenge of communicating value
Synopsis:
A question to which creative entrepreneurs have no answer to: the value of their proposal.
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0
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696
Portrait of Mario Aleman
Author:
Mario Aleman
Title:
A Digital Ecosystem for the New Generations
Synopsis:
Our current ecosystem is Web 2.0, interactive publicity and online marketing.
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37
Portrait of Norberto Chaves
Author:
Norberto Chaves
Title:
Don't Mess with My Design!
Synopsis:
The interprofessional critique taboo: insecurity, paranoia and corporatism refuge.
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9
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1
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3077
Main illustration of the article Typeface is now considered as intelectual property
Author:
Luis Llabrés
Title:
Typeface is now considered as intelectual property
Synopsis:
For the very first time, after 10 years of a long legal process, an originally created alphabet is considered «protectable artistic work» by the Intelectual Property Law in Spain
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3
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6
Main illustration of the article Kusi Kusi: Identity as a (regrettable) ‘State affair’
Author:
Victor Garcia
Title:
Kusi Kusi: Identity as a (regrettable) ‘State affair’
Synopsis:
A recognized puppet theater from Lima, multi-award winning internationally, active for half a century, is claiming against Channel 7 TV Perust for usurping their brand.
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2
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188
Portrait of Hector Bruguera
Author:
Hector Bruguera
Title:
Being a new rockstar of design
Synopsis:
Can future designers create a sustainable personal image on any scenario that the market might present?
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3
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2
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30
Portrait of Fernando Del Vecchio
Author:
Fernando Del Vecchio
Title:
And where are the opportunities?
Synopsis:
Somebody has a problem and somebody has the answer to that problem, but... ¿How can we do to meet this couple?
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3
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696
Portrait of Norberto Chaves
Author:
Norberto Chaves
Title:
Design and message credibility
Synopsis:
Communicates' design as a mean to the conquest of plausibility: sender and referent transparency.
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10
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3077
Portrait of Norberto Chaves
Author:
Norberto Chaves
Title:
A “graphic Houdini”
Synopsis:
The combined role of programmatic restrictions and creativity in the accomplishment of message effectiveness.
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5
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3077
Portrait of Julio Broca
Author:
Julio Broca
Title:
Image as idea, graphic and message
Synopsis:
What is an image? How is it conceived? How is it part of a message?
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16
Main illustration of the article Paul Ricoeur and creative search
Author:
Cecilia Salinas
Title:
Paul Ricoeur and creative search
Synopsis:
The origin of the creative act from a philosopher's perspective.
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22
Portrait of Fernando Del Vecchio
Author:
Fernando Del Vecchio
Title:
A passion for design
Synopsis:
Who doesn't want to feel passion for what he or she likes, and loves?
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5
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696
Main illustration of the article About Effectiveness
Author:
Fernando Del Vecchio
Title:
About Effectiveness
Synopsis:
Being efficacious entails doing the right things; being efficient, doing them correctly. Being effective means being efficacious and efficient.
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1
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696
Main illustration of the article Designing for Restaurants
Author:
Eric Barajas (Snok Daffy)
Title:
Designing for Restaurants
Synopsis:
If you ever have the fortune of working for a restaurant, you will have to think in a different way.
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3
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132
Main illustration of the article Green Models in Classroom
Author:
Camilo A. Angulo
Title:
Green Models in Classroom
Synopsis:
Design teachers must spread pedagogical processes for a green world to reduce the impact of our academic exercises on the local environment.
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11
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15
Followers:
199
Portrait of Norberto Chaves
Author:
Norberto Chaves
Title:
Corporate Brand: Selling a Design or Transfering a Resource?
Synopsis:
The advantage of agreeing with the client the sectorial diagnostic and the typological selection before proceeding to the brand's design.
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9
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2
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3077
Portrait of Joan Costa
Author:
Joan Costa
Title:
Birth and Evolution of the Brand in 7 Steps
Synopsis:
The commercial brand was born 3500 years ago.First it was a sign, then a meaning, later a TV story in 30 seconds. Today, it is a complex social and transmedial phenomenon.
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7
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2184
Portrait of Pau De Riba
Author:
Pau De Riba
Title:
Invisible Design
Synopsis:
After the “premium” stage where design acts as quality mark, good design should become a “commodity”, a component of the welfare society we take for granted.
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1
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47
Main illustration of the article Posada Beyond La Catrina
Author:
Carla Santana
Title:
Posada Beyond La Catrina
Synopsis:
A century since his death, José Guadalupe Posada left a wide heritage, not only engravings and skull, but he was a pioneer of editorial and graphic design in México.
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14
Portrait of Jorge Del Toro
Author:
Jorge Del Toro
Title:
What Does My Design Communicate?
Synopsis:
Bad communication is a problem that we experience every day. Design plays an important role in communication and should be congruent.
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7
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1
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23
Portrait of Jorge Del Toro
Author:
Jorge Del Toro
Title:
Creating Emotional Ties with Customers
Synopsis:
Companies should do more for their customers: they should establish an emotional connection.
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2
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23
Portrait of David Gallo
Author:
David Gallo
Title:
Planned Obsolescence
Synopsis:
Design should no longer respond to market interests anymore, but to the human needs that as a global community we have created as time goes by.
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2
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2
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74
Portrait of Sebastian Guerrini
Author:
Sebastian Guerrini
Title:
How to Design Political Campaigns
Synopsis:
A recommended structure for designing a political campaign.
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1
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2
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142
Portrait of Juanjo Junoy
Author:
Juanjo Junoy
Title:
To Think, Feel and Do: Three Clues to Perception
Synopsis:
Understanding how our perception works and how it affects us is the clue to produce really effective messages, not just award-winning ones.
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1
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171
Portrait of Vero Orso
Author:
Vero Orso
Title:
A Creative Methodology for Creative People
Synopsis:
Lego© Serious Play is a worldwide astounding methodology. It puts high executives and their employees together to find solutions for their companies. And this is done by playing...
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0
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66
Portrait of Pablo Bertero
Author:
Pablo Bertero
Title:
Creative Myopia
Synopsis:
The lack of strategic thinking in design and creativity proposals leads indirectly to the standardization of creative results.
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1
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1
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63
Portrait of Vanessa Lerner
Author:
Vanessa Lerner
Title:
Do We Really Know What a Graphic Brand Conveys?
Synopsis:
If we really know the meaning of a graphic brand, will we be closer to know what is probably being created in the public's mind?
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1
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60
Portrait of Norberto Chaves
Author:
Norberto Chaves
Title:
With or Without a Symbol
Synopsis:
An alternative trademark constrained by profile and communication.
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5
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3077
Portrait of Adrián Pierini
Author:
Adrián Pierini
Title:
Packaging and the World Cup
Synopsis:
Packaging desing specialty revolutionizes during mega sport events.
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1
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1
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447