Art Direction and Production
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Transcript of Art Direction and Production
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Art Direction and Production
Chapter 13
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Chapter 13: Art Direction 2
Illustration
• The actual drawing, painting, photography, or computer-generated art in the ad
Definition:
Purposes:• Attract attention• Make the brand heroic• Communicate product features or benefits• Create a mood, feeling, or image• Stimulate reading of the body copy• Create the social context for the brand
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Chapter 13: Art Direction 3
Illustration Components
Size
Color
Medium
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Illustration Formats• How the product or brand will appear as part
of the illustration• Formats include
– Emphasizing the social context or meaning of the product– More abstract formats
• Must be consistent with the copy strategy
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Chapter 13: Art Direction 5
Principles of DesignBalance
(Formal)
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Formal balance can create a very orderly look and feel.
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Chapter 13: Art Direction 7
Principles of DesignBalance
(Informal)
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Informal balance can create desired eye
movement through an ad.
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Chapter 13: Art Direction 9
Principles of DesignProportion
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Chapter 13: Art Direction 10
Principles of DesignOrder
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Chapter 13: Art Direction 11
Principles of DesignUnity
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Principles of DesignEmphasis
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Emphasis in an ad will lead the reader to focus on one layout element more than
another
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Chapter 13: Art Direction 14
Layout1. Thumbnails
2. Rough layout
3. Comprehensive
4. Mechanicals
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Print Production Processes• Letterpress
• Offset Lithography
• Gravure
• Flexography
• Electronic, laser, inkjet
• Computer Print production
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Chapter 13: Art Direction 16
Typography
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Art Direction and Production in Cyberspace
• Cyberspace is its own medium• At present, it is closer to print than TV• Technology advances make
cyberspace a “moving target”• Ads on new media evolve as
advertisers find out what works.
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Art Direction and Production in Television
Advertising
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• TV has changed the face of advertising• TV is about moving visuals• It can leave impressions, set moods,
tell stories• It gets you to notice
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The Creative Team in Television Advertising
• Creative Director (CD)• Art Director (AD)• Copywriter• Account Executive (AE)• Executive Producer• Producer
Agency Participants: Production Company Participants
• Director• Producer• Production Manager• Camera Department• Art Department• Editors
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Creative Guidelines for TV Advertising
• Use an attention-getting opening• Emphasize the visual• Coordinate the audio with the visual• Persuade as well as entertain• Show the product
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Production Process for TV Advertising
• Preproduction– All of the activities that occur prior to
filming the commercial• Production
– Activities that occur during filming• Postproduction
– Activities that occur after filming to ready the commercial
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Preproduction Process for TV Advertising
Selection of location,Selection of location,sets, and castsets, and cast
Creation of aCreation of aproduction timetableproduction timetable
Review of bids from Review of bids from production houses and production houses and
other suppliersother suppliers
Assessment of directors, Assessment of directors, editorial houses, andeditorial houses, and
music suppliersmusic suppliers
Budget approvalBudget approval
Storyboard andStoryboard andscript approvalscript approval
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Chapter 13: Art Direction 23
Production Process:• Filming the commercial, or “the shoot”• The shoot involves large numbers of diverse
people:– Creative performers– Trained technicians– Skilled laborers
• Sets often feature tension and spontaneity• Typical commercial costs $100,000 to $500,000
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Postproduction Process
Review rough cut Review rough cut (advertiser)(advertiser)
Review rough cut Review rough cut (agency)(agency)
Produce search trackProduce search track
Edit filmEdit film
Screen dailiesScreen dailies
Edit offlineEdit offline
Edit onlineEdit online
Prepare copies of tapePrepare copies of tape
Transfer film to videotapeTransfer film to videotape
Mix film and soundMix film and sound
Record musicRecord music
Record announcerRecord announcer
Send tapes to TV stationsSend tapes to TV stations
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Chapter 13: Art Direction 25
TV Production Options
Film
Still Production
Live Production
Videotape
Animation
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