Articles on Advertising

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

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
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204
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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3323
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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3323
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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3323
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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24
Portrait of Norberto Chaves
Author:
Norberto Chaves
Title:
Every trademark must be...
Synopsis:
Twelve supposedly «universal» rules in designing trademarks.
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7
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1
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3323
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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2284
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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466
Portrait of Norberto Chaves
Author:
Norberto Chaves
Title:
With or Without a Logo-Symbol
Synopsis:
A brand choice conditioned by the profile of the organization and its communication.
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5
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3323
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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3323
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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738
Portrait of Sebastian Guerrini
Author:
Sebastian Guerrini
Title:
I am designer anthropologist
Synopsis:
My job, to design brands for clients who have an international projection, led me to do a different activity from the one of the traditional designer.
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4
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151
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
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
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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143
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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738
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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24
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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191
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 Raúl Belluccia
Author:
Raúl Belluccia
Title:
And, how my client's brand is doing?
Synopsis:
To diagnose the “health state” of a client's brand is essential to tackle it's effective redesign.
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1
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1
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781
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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460
Main illustration of the article Some ideas are too big
Author:
Fernando Del Vecchio
Title:
Some ideas are too big
Synopsis:
We all have ideas. Some have great ideas. What is the difference between an idea and a big idea?
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1
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738
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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151
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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1
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14
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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48
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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64
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
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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738
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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73
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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1
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738
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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1
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171
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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0
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22
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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0
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18
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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66