Basics Advertising 02: Art Direction by Nik Mahon
By Nik Mahon
Fundamentals advertisements: artwork course is a accomplished examine the function of the artwork director. It examines the foremost innovations, methods and ‘secrets’ fascinated about the improvement of artistic ads options. The e-book emphasizes the significance of seeing issues another way, and offering the viewers with anything to find. It offers easy methods to use shock, simplicity, provocation and visible drama to speak the ads message. It examines the method of visualizing and exploring assorted rules, and discusses using relocating photo, images, representation and typography to gain those principles.
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Extra resources for Basics Advertising 02: Art Direction
Indd 59 59 Above Making your audience look more closely It takes a few seconds for us to see what’s happening in this image, but when we do, the remarkable properties of Tide clothes washing tablets are communicated in a novel, witty and impactful way. Clever art direction compels us to search for the visual clues that allow us to make sense of this advert. Agency: Saatchi & Saatchi Art Director: J. Jacobs Client: Procter & Gamble Creative Director: T. Granger Product: Tide Job:01707 Title: BA Art Direction (AVA) Page:59 03/02/2010 10:00 AM Give the audience something to discover Establishing a visual hierarchy Using ambiguous imagery We’ve noted so far the importance of allowing the audience to make their own connections and discoveries; and the fact that providing the advertising proposition is clearly communicated, it doesn’t really matter if the audience have had to think about it for a while – it’s often better that way.
Indd 33 33 Working with photographers and illustrators The art director will attend photographic shoots in order to make sure that the end results match up with the original concepts. Whilst the photographer has the technical know-how to take a great picture, the ﬁ nal responsibility for the image produced rests with the art director and so he or she will normally want to take every measure to ensure that the picture is right. In cases where the art director is unable to attend the shoot, or feels that it’s not necessary, the photographer will normally be provided with a thorough brieﬁ ng on what’s needed, together with good visuals to work from and clear instructions on what is required.
The apparent brutality of the imagery, the anonymity of the female model and the gloomy monochromatic lighting all contribute to our misperception of the subject matter and subsequently enhance the reframing effect when the real advertising message is revealed. indd 55 Now is your chance to do the unexpected. Choose a current advert or commercial from this category. Next, identify who the target market are and what the advertising proposition is. Now re-do the advert or commercial in the style of one of the following: an army recruitment advert; a beer advert; or an advert for a car.