Transcript Document
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 Stimulate reading of the body copy Create the social context for the brand Chapter 13: Art Direction 2 Illustration Components Size Color Medium Chapter 13: Art Direction 3 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 4 Principles of Design Balance (Formal) Chapter 13: Art Direction 5 Formal balance can create a very orderly look and feel. Principles of Design Balance (Informal) Chapter 13: Art Direction 7 Informal balance can create desired eye movement through an ad. Principles of Design Proportion Chapter 13: Art Direction 9 Principles of Design Order Chapter 13: Art Direction 10 Principles of Design Unity Chapter 13: Art Direction 11 Principles of Design Emphasis Chapter 13: Art Direction 12 Emphasis in an ad will lead the reader to focus on one layout element more than another Layout 1. Thumbnails 2. Rough layout 3. Comprehensive 4. Mechanicals Chapter 13: Art Direction 14 Print Production Processes • Letterpress • Gravure • Offset Lithography • Flexography • Electronic, laser, inkjet • Computer Print production Chapter 13: Art Direction 15 Typography Chapter 13: Art Direction 16 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. Chapter 13: Art Direction 17 Art Direction and Production in Television Advertising • 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 18 The Creative Team in Television Advertising Production Company Participants Agency Participants: • • • • • • Creative Director (CD) Art Director (AD) Copywriter Account Executive (AE) Executive Producer Producer • • • • • • Director Producer Production Manager Camera Department Art Department Editors Chapter 13: Art Direction 19 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 20 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 21 Preproduction Process for TV Advertising Storyboard and script approval Review of bids from production houses and other suppliers Budget approval Creation of a production timetable Assessment of directors, editorial houses, and music suppliers Selection of location, sets, and cast Chapter 13: Art Direction 22 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 23 Postproduction Process Screen dailies Edit film Record announcer Produce search track Record music Review rough cut (agency) Mix film and sound Review rough cut (advertiser) Transfer film to videotape Edit offline Prepare copies of tape Edit online Send tapes to TV stations Chapter 13: Art Direction 24 TV Production Options Film Videotape Live Production Still Production Animation Chapter 13: Art Direction 25