t233 adv adsch13 revised ppt

8/8/2019 t233 Adv Adsch13 Revised Ppt

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Copyright 2006 Thomson Business and Economics.All rights reserved.

Chapter 13Chapter 13

Art Direction andArt Direction and

ProductionProduction


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132Copyright 2006 Thomson Business and Economics. All rights reserved.

Art Direction and ProductionArt Direction and Production

The Evolution from Words to Pictures

Improved technology

Advantages of visuals over text

Brand images are built better with visuals.

Visuals can be protected legally.

Visuals are more portable than words acrosscultures.

Visuals allow placing the brandin a social context.


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IllustrationIllustration

Definition:

The actual drawing,painting, photography,or computer-generated

art in the ad

Purposes:

Attract attention

Make the brand heroic

Communicate productfeatures or benefits

Create a mood,feeling, or image

Stimulate reading ofthe body copy

Create the socialcontext for the brand


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Illustration ComponentsIllustration Components

Size

Color

Medium


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Illustration FormatsIllustration Formats

How the product or brand will appearas part of the illustration

Formats include

Emphasizing the social context ormeaning of the product

More abstract formats

Must be consistent withthe copy strategy


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Strategic and Creative ImpactStrategic and Creative Impact

of Illustrationof Illustration Attracts attention of target segment and stimulates

information processing

Communicates brand value relative to targets

decision making criteria

Visually presents the creative strategy

Creates a mood for the brand

Creates an image for the brand

Makes concrete the values and benefits of thebrand that may be intangible


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DesignDesign

The structure and plan behind the

structure for the aesthetic and

stylistic aspects of a print

advertisement


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Principles of DesignPrinciples of Design

Balance

(Formal)


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Formal balance can create aFormal balance can create a

very orderly look and feel.very orderly look and feel.


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Balance

(Informal)


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Informal balanceInformal balance

can create desiredcan create desiredeye movementeye movement

through an ad.through an ad.


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Proportion


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Order


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Unity


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Emphasis


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Emphasis in an ad will lead the reader to focusEmphasis in an ad will lead the reader to focus

on one layout element more than another.on one layout element more than another.


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LayoutLayout

1. Thumbnails

2. Rough layout

3. Comprehensive

4. Mechanicals


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Print Production ProcessesPrint Production Processes

Letterpress

Offset lithography

Gravure

Flexography

Electronic, laser, inkjet

Computer printproduction


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TypographyTypography


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Art Direction and ProductionArt Direction and Production

in Cyberspacein Cyberspace Cyberspace is its own medium.

The audience is not passive.

At present, it is closer to print than TV.

Revision can be done instantaneously.

Persuasive content versusentertainment is a challenge.


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Art Direction in TelevisionArt Direction in Television

AdvertisingAdvertising TV has changed the face of advertising.

TV is about moving visuals.

It can leave impressions, set moods, tellstories.

It gets you to notice the brand.

TV production is complex, with manypeople and requires tremendousorganizational skills.


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The Creative Team inThe Creative Team in

Television AdvertisingTelevision Advertising

Creative Director (CD)

Art Director (AD)

Copywriter

Account Executive (AE)

Executive Producer

Producer

AgencyParticipants

Production CompanyParticipants

Director

Producer

Production Manager

Camera Department

Art Department

Editors


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Creative Guidelines forCreative Guidelines for

TV AdvertisingTV Advertising Use an attention-getting opening

Emphasize the visual

Coordinate the audio with thevisual

Persuade as well as entertain

Show the product


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Production Process forProduction Process for

TV AdvertisingTV Advertising Preproduction

Multiple activities that occur prior tofilming the commercial

Production (shoot)

Activities that occur during filming

Postproduction

Activities that occur after filming toready the commercial


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Preproduction Process forPreproduction Process for

TV AdvertisingTV Advertising

Selection of location,Selection of location,sets, and castsets, and cast

Creation of aCreation of aproduction timetableproduction timetable

Review of bids fromReview of bids fromproduction houses andproduction 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


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Production ProcessProduction Process

Filming the commercial, or 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


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Postproduction ProcessPostproduction Process

Review rough cutReview rough cut (advertiser)(advertiser)

Review rough cutReview 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


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TV Production OptionsTV Production Options

Film

Still

Production

Live Production

Videotape

Animation

t233 adv adsch13 revised ppt

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