1 © 2009 south-western, a part of cengage learning chapter 13 art direction and production ppt 13-1
TRANSCRIPT
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© 2009 South-Western, a part of Cengage Learning
Chapter 13
Art Direction and Production
PPT 13-1
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2PPT 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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3PPT 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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4PPT 13-4
Illustration Components
Size
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5PPT 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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Ad in Context Example
Illustrations can place the brand in a social context.
Illustrations can place the brand in a social context.
PPT 13-6
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7PPT 13-7
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 Visually presents the creative strategy Creates a mood for the brand Creates an image for the brand Makes concrete the values and benefits of the brand that may be intangible
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8PPT 13-8
Design
The structure (and plan behind the structure) for the aesthetic and stylistic aspects of a print advertisement.
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9PPT 13-9
Principles of Design
Balance
(Formal)
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10PPT 13-10
Formal balance can create a very orderly look and feel.
Formal balance can create a very orderly look and feel.
Ad in Context Example
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11PPT 13-11
Principles of Design
Balance
(Informal)
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12PPT 13-12
Ad in Context Example
Informal balance can create desired
eye movement through an ad.
Informal balance can create desired
eye movement through an ad.
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13PPT 13-13
Principles of Design
Proportion
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14PPT 13-14
Principles of Design
Order
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15PPT 13-15
Principles of Design
Unity
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16PPT 13-16
Principles of Design
Emphasis
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17PPT 13-17
Emphasis in an ad will lead the reader to
focus on one layout
element more than another.
Emphasis in an ad will lead the reader to
focus on one layout
element more than another.
Ad in Context Example
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18PPT 13-18
Layout
1. Thumbnails
2. Rough layout
3. Comprehensive
4. Mechanicals
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19PPT 13-19
Print Production Processes
Letterpress Offset lithography Gravure Flexography Electronic, laser, and inkjet Computer print production
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20PPT 13-20
Typography
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21PPT 13-21
Art Direction and Production in Cyberspace
Cyberspace is its own medium The audience is not passive At present, it is closer to print than TV
– Streaming and RSS are improvements
Revision can be done instantaneously Persuasive content versus entertainment is a
challenge Consumer generated content (CGC) is
making its way into cyberspace (YouTube)
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22
Art Direction in Television Advertising
PPT 13-22
TV has changed the face of advertising TV is about moving visuals It can leave impressions, set moods, tell
stories It can get consumers to notice the brand TV production is complex, with many people
and requires tremendous organizational skills
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23PPT 13-23
The Creative Team in Television Advertising
Creative Director (CD) Art Director (AD) Copywriter Account Executive (AE) Executive Producer Producer
Agency Participants: Production Company Participants:
Director Producer Production Manager Camera Department Art Department Editors
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24PPT 13-24
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
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25PPT 13-25
Production Process for TV Advertising
Preproduction– Multiple activities that occur prior to
filming the commercial
Production (shoot)– Activities that occur during filming
Postproduction– Activities that occur after filming to
ready the commercial
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26PPT 13-26
Preproduction Process for TV Advertising
Selection of location,Selection of location,sets, and castsets, and cast
Creation of aCreation of aproduction timetableproduction timetable
Review of bids from Review of bids from production houses and production 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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27PPT 13-27
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
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28PPt 13-28
Postproduction Process
Review rough cut Review rough cut (advertiser)(advertiser)
Review rough cut Review 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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29PPT 13-29
TV Production Options
Film
Still Production
Live Production
Videotape
Animation
Digital Video (DV)