Nik Mahon's Basics Advertising 02: Art Direction PDF

By Nik Mahon

ISBN-10: 2940411212

ISBN-13: 9782940411214

ISBN-10: 2940439443

ISBN-13: 9782940439447

Fundamentals ads: paintings course is a finished examine the function of the artwork director. It examines the most important innovations, ways and ‘secrets’ focused on the advance of artistic advertisements strategies. The ebook emphasizes the significance of seeing issues otherwise, and offering the viewers with anything to find. It presents the best way to use shock, simplicity, provocation and visible drama to speak the advertisements message. It examines the method of visualizing and exploring diversified rules, and discusses using relocating picture, images, representation and typography to gain those rules.

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Obviously, the advertising message has to be understood by your audience, even if that understanding isn’t instant. Today, audiences are generally more readily willing and able to search for hidden meanings, to make metaphorical connections and to unravel the advertising message from what they see. They can do this because they have a greater understanding of the language of advertising than their predecessors had. They are media savvy and tend to engage with advertising to a much greater extent, and at a higher level than in the past.

Remember that your aim in all of this is to grab attention in a surprising and unexpected manner that is relevant to the brand and the message being communicated – the brand proposition. Job:01707 Title: BA Art Direction (AVA) Page:52 03/02/2010 9:59 AM Chapter 2 The tools of art direction 52 53 Right Using the media in an amazing way This poster stunt featured a dramatic demonstration of just how strong Araldite glue is. ’), as well as to the novel poster campaign itself. Extraordinary use of the media grabbed the public’s attention and got people talking about the campaign long before the term ‘viral advertising’ had been coined.

In cases where the art director is unable to attend the shoot, or feels that it’s not necessary, the photographer will normally be provided with a thorough briefi ng on what’s needed, together with good visuals to work from and clear instructions on what is required. In the case of commissioning illustrations, it’s obviously essential that the illustrator is provided with an explicit and detailed brief, which covers as much information as possible, together with style guides or examples. This is particularly necessary when the art director wants the illustration to recreate a particular look or technique.

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Basics Advertising 02: Art Direction by Nik Mahon

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