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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 - PowerPoint PPT Presentation
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Art Direction and Production
Chapter 13
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
Chapter 13: Art Direction 3
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
Principles of DesignBalance
(Formal)
Formal balance can create a very orderly look and feel.
Chapter 13: Art Direction 7
Principles of DesignBalance
(Informal)
Informal balance can create desired eye
movement through an ad.
Chapter 13: Art Direction 9
Principles of DesignProportion
Chapter 13: Art Direction 10
Principles of DesignOrder
Chapter 13: Art Direction 11
Principles of DesignUnity
Chapter 13: Art Direction 12
Principles of DesignEmphasis
Emphasis in an ad will lead the reader to focus on one layout element more than
another
Chapter 13: Art Direction 14
Layout1. Thumbnails
2. Rough layout
3. Comprehensive
4. Mechanicals
Chapter 13: Art Direction 15
Print Production Processes• Letterpress
• Offset Lithography
• Gravure
• Flexography
• Electronic, laser, inkjet
• Computer Print production
Chapter 13: Art Direction 16
Typography
Chapter 13: Art Direction 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.
Art Direction and Production in Television
Advertising
Chapter 13: Art Direction 18
• 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 19
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
Chapter 13: Art Direction 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 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 22
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
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
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
Chapter 13: Art Direction 25
TV Production Options
Film
Still Production
Live Production
Videotape
Animation