Beyond Advertising
Описание книги
The bestselling guide to architectural drawing, with new information, examples, and resources Architectural Graphics is the classic bestselling reference by one of the leading global authorities on architectural design drawing, Francis D.K. Ching. Now in its sixth edition, this essential guide offers a comprehensive introduction to using graphic tools and drafting conventions to translate architectural ideas into effective visual presentations, using hundreds of the author's distinctive drawings to illustrate the topic effectively. This updated edition includes new information on orthographic projection in relation to 3D models, and revised explanations of line weights, scale and dimensioning, and perspective drawing to clarify some of the most difficult concepts. New examples of modern furniture, APA facilities, and presentation layout provide more up-to-date visuals, and the Reference Center features all new animations, videos, and practice exercises. Architectural graphics are key tools for conveying design through representation on paper or on screen, and this book is the ultimate guide to mastering the skill, then applying your talent to create more effective design communication. Understand multiview, paraline, and perspective drawing Master interior sections using a variety of techniques Render tonal value, enhance depth, and convey illumination Develop professional-quality layouts for presentations Architectural graphics both inform the design process and serve as the means by which a design is interpreted and built. Complete mastery of the tools and conventions is essential to the successful outcome of any project, and mistakes can cause confusion, time delays, increased costs, and possible catastrophe. Architectural Graphics is the comprehensive guide to professional architectural drawing, with insight from a leading authority in the field.
Оглавление
Hays Catharine Findiesen. Beyond Advertising
Why Beyond Advertising is a Must-Read for CEOs, C-level Executives and Change Agents
Acknowledgements
Preface
Part I. The Motivation for Change
Chapter 1. The Five Forces Driving the Need for Change
Chapter 2. Challenging Entrenched Mindsets about “Advertising”
Part II. Toward a New Model Beyond Advertising
Chapter 3. Aligning for Win-Win-Win Impact
Chapter 4. Orchestrating Value Creation across All Touchpoints
Chapter 5. New Guidelines for Desired Content: R.A.V.E.S
Chapter 6. The Expanded Power of Context: M.A.D.E.s
Part III. What to Do Now to Get Ready for – and Co-create – the Future
Chapter 7. Embrace Adaptive Experimentation
Chapter 8. Leverage Organizational Architecture
Chapter 9. Transcend Silos and Barriers
Chapter 10. A Global Movement toward a More Desirable Future
Appendix 1
Appendix 2
Appendix 3
Appendix 4
References
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John, Lee, Mark, Gavi, and Barbara
Olivia and Lizzy
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All of this would not have been possible without Al West. Through his support of Wharton's SEI Center for Advanced Studies in Management, which he and Jerry founded in 1990 and where we have incubated the WFoA Program since 2008, Al has been our primary visionary and benefactor, continuing his investment is us and in our mission, year after year. Thank you, Al, for enabling what has become so widely and globally valued and appreciated.
We are also grateful to our other early stage funders who individually believed enough in the importance of our mission to champion corporate gifts when they were, and in some cases still are, at these companies: Sanjay Govil at Infinite; Sebastien Lion at Mars Petcare. Laurent Larguinat at Mars Marketing Lab; Andres Siefkin at Daymon; Christopher Lyons at Kodak; Alan Hallberg at Lenovo and at RFMD; Paul Bascobert at Bloomberg Media; and Graham Mudd at Facebook.
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