1. Copyright © 2006 Thomson Business and Economics. All rights reserved. Chapter 13 Art Direction and Production

2. 13–2Copyright © 2006 Thomson Business and Economics. All rights reserved. Art Direction and Production The Evolution from Words to Pictures –Improved technology –Advantages of visuals over text Brand images are built better with visuals. Visuals are more portable than words across cultures. Visuals allow placing the brand in a social context.

3. 13–3Copyright © 2006 Thomson Business and Economics. All rights reserved. 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

4. 13–4Copyright © 2006 Thomson Business and Economics. All rights reserved. Illustration Components Size Color Medium

5. 13–5Copyright © 2006 Thomson Business and Economics. All rights reserved. Design The structure itself and the plan behind that structure for the aesthetic and stylistic aspects of a print advertisement

6. 13–6Copyright © 2006 Thomson Business and Economics. All rights reserved. Principles of Design Balance (Formal)

7. 13–7Copyright © 2006 Thomson Business and Economics. All rights reserved. Principles of Design Balance (Informal)

8. 13–8Copyright © 2006 Thomson Business and Economics. All rights reserved. Principles of Design Proportion

9. 13–9Copyright © 2006 Thomson Business and Economics. All rights reserved. Principles of Design Order

10. 13–10Copyright © 2006 Thomson Business and Economics. All rights reserved. Principles of Design Unity

11. 13–11Copyright © 2006 Thomson Business and Economics. All rights reserved. Principles of Design Emphasis

12. 13–12Copyright © 2006 Thomson Business and Economics. All rights reserved. Layout 1. Thumbnails 2. Rough layout 3. Comprehensive 4. Dummy

13. 13–13Copyright © 2006 Thomson Business and Economics. All rights reserved. The Creative Team in Television Advertising Creative Director (CD) Art Director (AD) Copywriter Support Team Agency Participants Production Company Participants Director Producer Production Manager Camera Department Art Department Editors

14. 13–14Copyright © 2006 Thomson Business and Economics. All rights reserved. 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

15. 13–15Copyright © 2006 Thomson Business and Economics. All rights reserved. Production 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

16. 13–16Copyright © 2006 Thomson Business and Economics. All rights reserved. TV Production Options Film StillProduction Live Production Videotape Animation