'Basics Advertising - Art Direction' is a look at the role of the art director. It examines the key techniques, approaches and 'secrets' involved in the development of creative advertising concepts. The book provides tips on how to use surprise, simplicity, provocation and visual drama to communicate the advertising message. It examines the process of visualising and exploring different ideas, and discusses the use of moving image, photography, illustration and typography to realise these ideas. It also explores the use of different advertising media, from traditional formats to new and alternative channels of communication.