March 8, 2017

Basics Advertising 02: Art Direction by Nik Mahon

By Nik Mahon

Fundamentals advertisements: artwork course is a accomplished examine the position of the artwork director. It examines the main concepts, ways and ‘secrets’ enthusiastic about the advance of inventive ads options. The booklet emphasizes the significance of seeing issues otherwise, and supplying the viewers with whatever to find. It presents find out how to use shock, simplicity, provocation and visible drama to speak the ads message. It examines the method of visualizing and exploring diverse principles, and discusses using relocating picture, images, representation and typography to achieve those rules.

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Basics Advertising 02: Art Direction

Fundamentals ads: artwork path is a complete examine the position of the paintings director. It examines the major suggestions, techniques and ‘secrets’ inquisitive about the advance of artistic ads suggestions. The publication emphasizes the significance of seeing issues in a different way, and delivering the viewers with anything to find.

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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.

The key to reframing is to fi rst establish how your audience will initially interpret what is happening in your advert or commercial. Certain words, terms and images will often trigger predictable thoughts and responses, and so you can use these to guide audience expectations in one direction, before turning those expectations around. Job:01707 Title: BA Art Direction (AVA) Page:46 03/02/2010 9:52 AM Chapter 2 The tools of art direction 46 1 2 3 4 Above Shifting perspective to reframe what we see In the fi rst scene from this commercial for The Guardian newspaper in the UK, we see a young man running desperately down the street.

Above Idea rejection Some of your best ideas may get rejected. The important thing is to bounce back with even better ones! Photo: Nik Mahon Job:01707 Title: BA Art Direction (AVA) Page:29 03/02/2010 9:51 AM The creative team Working with the specialists and seeing the job through The role of the art director Now that we’ve gained a general sense of what being an art director involves, as well as an awareness of the collective responsibilities shared by the art director and copywriter team, let’s turn to look more specifically at the role that the art director plays once the overall concept for the campaign has been established and approved.

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