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CHAPTER 13 ART DIRECTION AND PRODUCTION 432 first para. -- trend toward importance of visuals in ads vs. words AD trend is more and more visual; reasons include: improved technologies, inherent advantage of pictures, ability to build brand images, legalistic advantage, certain type of portability across cultures, ability to place brands in desired social context which transfers social meaning √432-5 illustration 6 purposes -- key on 1, 3, 5, and 6 o 1)attract attention of audience- not easy, a lot of clutter. Enough to influence in low involvement purchases o 3)Communicate product features/benefits: can use action scenes, series of illustrations, or before and after shots to do this o 5)Stimulate reading of the body copy- can create curiosity and interest so they proceed to reading the body copy o 6) Create desired social context for brand- linking brand to certain types of lifestyles; context is everything MOST IMPORTANT FUNCTION OF MODERN ART DIRECTION 435 Creativity box -- 9/11 theme ads that worked 2001- Oshkosh Bgosh ads addressed the New York City tragedy instead of running the same ads as before; the strategic opportunities of doing this were: o it tapped into an event that already had immediate worldwide attention o response efforts of firefighters were viewed as unparalleled heroism that every manufacturer dreams of having transferred to its product o ads showed patriotic fervor and boldly discussed the future in the face of the event o MESSAGE: Oshkosh b’gosh creates rugged products worn by the next generation of heroes and patriots. 436-8 illustration components size- o doubling size of ad does not double chance to achieve purpose o greater size may allow ad to compete more successfully for readers attention o if focal point is immediately recognizable, it is more likely to be noticed and comprehended
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color o some products depend on it for accurate communication of principal value (floor coverings, clothing) o Can emphasize product features; attract attention to a part of an ad. o Has no hard meaning; Is cultural, situational, and contextual Medium o Decision regarding the use of drawing, photography, or computer graphics. Drawing-wide range Photos- element of believability, can be prepared more quickly Computer graphics- ability to manipulate images 438 design definition- the structure itself and the plan behind that structure for aesthetic and stylistic aspects of a print ad. Considers arrangement of components o order (headline, body copy, and special features are easy to read) o beauty (visually pleasing) √439-43 five principles of design: bal., prop., order, unity, and emphasis (It is O.K. to break the rules, but first you must know them.) Balance: orderliness and compatibility of presentation o formal: emphasizes symmetrical presentation, creates mood of seriousness and directness, easy to follow presentation o informal: asymmetrical, should not be interpreted as imbalance
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This note was uploaded on 03/19/2008 for the course ADV 318J taught by Professor Murphey during the Spring '07 term at University of Texas at Austin.

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