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Art Direction and Production

Chapter 13. Art Direction and Production. Illustration. Definition:. The actual drawing, painting, photography, or computer-generated art in the ad. Purposes:. Attract attention Make the brand heroic Communicate product features or benefits Create a mood, feeling, or image

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Art Direction and Production

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  1. Chapter 13 Art Direction and Production

  2. Illustration Definition: • The actual drawing, painting, photography, or computer-generated art in the ad 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 Chapter 13: Art Direction 2

  3. Illustration Components Size Color Medium Chapter 13: Art Direction 3

  4. 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 Chapter 13: Art Direction 4

  5. Principles of Design Balance (Formal) Chapter 13: Art Direction 5

  6. Formal balance can create a very orderly look and feel.

  7. Principles of Design Balance (Informal) Chapter 13: Art Direction 7

  8. Informal balance can create desired eye movement through an ad.

  9. Principles of Design Proportion Chapter 13: Art Direction 9

  10. Principles of Design Order Chapter 13: Art Direction 10

  11. Principles of Design Unity Chapter 13: Art Direction 11

  12. Principles of Design Emphasis Chapter 13: Art Direction 12

  13. Emphasis in an ad will lead the reader to focus on one layout element more than another

  14. Layout • Thumbnails • Rough layout • Comprehensive • Mechanicals Chapter 13: Art Direction 14

  15. Print Production Processes • Letterpress • Gravure • Offset Lithography • Flexography • Electronic, laser, inkjet Chapter 13: Art Direction 15 • Computer Print production

  16. Typography Chapter 13: Art Direction 16

  17. 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. Chapter 13: Art Direction 17

  18. Art Direction and Production in Television Advertising • 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 Chapter 13: Art Direction 18

  19. The Creative Team in Television Advertising Production Company Participants Agency Participants: • Creative Director (CD) • Art Director (AD) • Copywriter • Account Executive (AE) • Executive Producer • Producer • Director • Producer • Production Manager • Camera Department • Art Department • Editors Chapter 13: Art Direction 19

  20. 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 Chapter 13: Art Direction 20

  21. 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 Chapter 13: Art Direction 21

  22. Preproduction Process for TV Advertising Storyboard and script approval Review of bids from production houses and other suppliers Budget approval Creation of a production timetable Chapter 13: Art Direction 22 Assessment of directors, editorial houses, and music suppliers Selection of location, sets, and cast

  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 Chapter 13: Art Direction 23

  24. Postproduction Process Screen dailies Edit film Record announcer Record music Produce search track Mix film and sound Review rough cut (agency) Review rough cut (advertiser) Transfer film to videotape Chapter 13: Art Direction 24 Prepare copies of tape Edit offline Edit online Send tapes to TV stations

  25. TV Production Options Videotape Live Production Film Still Production Animation Chapter 13: Art Direction 25

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