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Download e-book for iPad: Basics Advertising 02: Art Direction by Nik Mahon

By Nik Mahon

ISBN-10: 2940411212

ISBN-13: 9782940411214

ISBN-10: 2940439443

ISBN-13: 9782940439447

Fundamentals advertisements: paintings path is a complete examine the function of the paintings director. It examines the major suggestions, methods and ‘secrets’ all in favour of the advance of artistic advertisements ideas. The booklet emphasizes the significance of seeing issues another way, and delivering the viewers with anything to find. It offers the best way to use shock, simplicity, provocation and visible drama to speak the ads message. It examines the method of visualizing and exploring various principles, and discusses using relocating picture, images, representation and typography to gain those rules.

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Extra resources for Basics Advertising 02: Art Direction

Sample text

Where fi lm or video footage has to be shot, the presence of the art director at the shoot is normally expected once again. If a commercial is being fi lmed, a commercial director will be hired to oversee the shoot and direct camerawork, lighting and the actors themselves. When planning out a television or cinema commercial, storyboards are used to map out the sequence of scenes and the manner in which the story unfolds. Storyboards are also used to brief the commercial director and any other key members of the production team.

For example, one photographer may have a lot of experience photographing food, whilst another may have a wealth of skill and expertise in working with children or animals. Similarly, one illustrator may have a reputation for detailed technical illustration; whilst another may have a unique talent for emulating the paintings of the old masters. If the advert requires a certain visual style or approach, then this will obviously have a bearing on which photographer or illustrator to use. Job:01707 Title: BA Art Direction (AVA) Page:32 03/02/2010 9:51 AM Chapter 1 The role of the art director 32 Sometimes the visual execution calls for a totally fresh or radically different treatment and so good art directors are always on the lookout for new talent and new trendsetting styles or approaches.

Each of these individuals contributes their expertise to bring your idea to life; but in order to do this they will need to be well-briefed by the creative team. In many cases, the art director will be at the hub of the production process, overseeing and checking work at each stage. Some knowledge of print and production processes is essential for all art directors, as it will have a direct bearing on what can and can’t be achieved in terms of both the media (for example, press, posters, television and radio) and the medium (such as animation, illustration or photography) that is being used.

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Basics Advertising 02: Art Direction by Nik Mahon

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