Envisioning Collaboration: Group Verbal-Visual Composing in a System of Creativity

摘要

"You're only as good as your last ad," Geoffrey Cross relates in the opening chapter of Envisioning Collaboration: Group Verbal-Visual Composing in a System of Creativity (p. 23). This quote, from the chief creative officer at an advertising agency, underscores the difficulty and importance of creating excellent work that integrates visual and verbal elements. With its focus on advertising writer-artist teams, this book fills an important gap in research on visual-verbal composing. Frequently, studies focus on either visual or verbal collaboration; however, this study examines the overlap between the two.