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Chapter_13ilearn - Chapter 13 Art Direction and Production...

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1 Chapter 13 Art Direction and Production
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2 PPT 13-22 Art Direction and Production The Evolution from Words to Pictures Improved technology Advantages of visuals over 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
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3 PPT 13-3 Illustration The actual drawing, painting, photography, or computer-generated art in the ad. Definition: Purposes: Attract attention of the target audience Make the brand heroic Communicate product features or benefits Create a mood, feeling, or image Stimulate reading of the body copy Create the desired social context for the brand
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4 PPT 13-4 Illustration Components Size
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5 PPT 13-5 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
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6 PPT 13-6 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
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This document was uploaded on 11/04/2011 for the course MKGT 434 at S.F. State.

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Chapter_13ilearn - Chapter 13 Art Direction and Production...

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