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					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
•   Stimulate reading of the body copy
•   Create the social context for the brand
                              Chapter 13: Art Direction 2
Illustration Components

       Size

          Color

              Medium


                  Chapter 13: Art Direction 3
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
Principles of Design
       Balance
      (Formal)




             Chapter 13: Art Direction 5
Formal balance can create a very
     orderly look and feel.
Principles of Design
        Balance
      (Informal)




               Chapter 13: Art Direction 7
Informal balance can
  create desired eye
movement through an
          ad.
Principles of Design
      Proportion




               Chapter 13: Art Direction 9
Principles of Design
       Order




               Chapter 13: Art Direction 10
Principles of Design
        Unity




                Chapter 13: Art Direction 11
Principles of Design
      Emphasis




             Chapter 13: Art Direction 12
Emphasis in an ad will lead the reader to
 focus on one layout element more than
                another
        Layout
1. Thumbnails

    2. Rough layout

         3. Comprehensive

                4. Mechanicals



                    Chapter 13: Art Direction 14
Print Production Processes
   • Letterpress        • Gravure

   • Offset Lithography

   • Flexography
   • Electronic, laser, inkjet

   • Computer Print
     production
                        Chapter 13: Art Direction 15
Typography




       Chapter 13: Art Direction 16
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
   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
     The Creative Team in
     Television Advertising
Agency Participants:              Production Company
                                       Participants
 •   Creative Director (CD)   •    Director
 •   Art Director (AD)        •    Producer
 •   Copywriter               •    Production Manager
 •   Account Executive (AE)   •    Camera Department
 •   Executive Producer       •    Art Department
 •   Producer                 •    Editors


                                    Chapter 13: Art Direction 19
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
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
Preproduction Process for
     TV Advertising
    Storyboard and          Review of bids from
    script approval        production houses and
                               other suppliers



    Budget approval            Creation of a
                            production timetable


Assessment of directors,
 editorial houses, and     Selection of location,
    music suppliers           sets, and cast


                            Chapter 13: Art Direction 22
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
  Postproduction Process
      Screen dailies

         Edit film                 Record announcer

  Produce search track               Record music

 Review rough cut (agency)         Mix film and sound

Review rough cut (advertiser)   Transfer film to videotape

        Edit offline             Prepare copies of tape

        Edit online             Send tapes to TV stations
                                   Chapter 13: Art Direction 24
TV Production Options



 Film                       Videotape

        Live Production

 Still                     Animation
 Production
                    Chapter 13: Art Direction 25

				
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