Illustration. Chapter 13 Art Direction and Production. The Evolution from Words to Pictures. Definition:
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1 Chapter 13 Art Direction and Production Art Direction and Production The Evolution from Words to Pictures Improved technology Advantages of visuals or text Brand images are build better with visuals Visuals can be protected legally Visuals are more portable than words across cultures Visuals allow placing the brand in a social context Chapter 13: Art Direction 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 3 1
2 Illustration Components Size Color Medium Chapter 13: Art Direction 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 5 Strategic and Creative Impact of Illustration Attracts attention of target segment and stimulates information processing Communicates brand value relative to target s decision making criteria Visually presents the creative strategy Creates a mood for the brand Creates an image for the brand Makes concrete the values and benefits of the brand that may be intangible Chapter 13: Art Direction 6 2
3 Design The structure and plan behind the structure for the aesthetic and stylistic aspects of a print advertisement Chapter 13: Art Direction 7 Principles of Design Balance (Formal) Chapter 13: Art Direction 8 Principles of Design Balance (Informal) Chapter 13: Art Direction 9 3
4 Principles of Design Proportion Chapter 13: Art Direction 10 Principles of Design Order Chapter 13: Art Direction 11 Principles of Design Unity Chapter 13: Art Direction 12 4
5 Principles of Design Emphasis Chapter 13: Art Direction 13 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 5
6 Typography Chapter 13: Art Direction 16 Art Direction and Production in Cyberspace Cyberspace is its own medium The audience is not passive At present, it is closer to print than TV Revision can be done instantaneously Persuasive content versus entertainment is a challenge Chapter 13: Art Direction 17 Art Direction 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 the brand TV production is complex, with many people and requires tremendous organizational skills Chapter 13: Art Direction 18 6
7 The Creative Team in Television Advertising Agency Participants: Production Company 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 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 Which creative guidelines are used in this ad? Do you feel uncomfortable watching ads for these types of product? 7
8 Production Process for TV Advertising Preproduction Multiple activities that occur prior to filming the commercial Production (shoot) Activities that occur during filming Postproduction Activities that occur after filming to ready the commercial Chapter 13: Art Direction 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 Assessment of directors, editorial houses, and music suppliers Selection of location, sets, and cast 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 Chapter 13: Art Direction 24 8
9 Postproduction Process Screen dailies Review rough cut (agency) Review rough cut (advertiser) Edit film Produce search track Edit offline Edit online Record announcer Record music Mix film and sound Transfer film to videotape Prepare copies of tape Send tapes to TV stations Chapter 13: Art Direction 25 TV Production Options Film Videotape Live Production Still Production Animation Chapter 13: Art Direction 26 9
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