By Nik Mahon

ISBN-10: 2940411212

ISBN-13: 9782940411214

ISBN-10: 2940439443

ISBN-13: 9782940439447

Fundamentals advertisements: paintings course is a complete examine the function of the paintings director. It examines the most important options, ways and ‘secrets’ taken with the improvement of inventive ads ideas. The publication emphasizes the significance of seeing issues otherwise, and offering the viewers with whatever to find. It offers the right way to use shock, simplicity, provocation and visible drama to speak the ads message. It examines the method of visualizing and exploring diverse rules, and discusses using relocating photo, images, representation and typography to achieve those principles.

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Additional resources for Basics Advertising 02: Art Direction

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The real craft of art direction in all of these examples lies in the almost intuitive skill of knowing exactly how many visual clues or references to incorporate into an advert. Once again, it’s all about allowing your audience to make their own discoveries and find their own connections. The fact is, ambiguous information ultimately stimulates our imagination. We will naturally read all kinds of interpretations and hidden meanings into it. To some of us, the pack will represent cheese; to others, a mousetrap; whilst another person may see the pack as representing a waiting cat or predator.

In other cases, it may involve hidden symbolism or a brand message concealed beneath the surface. Either way, some level of decoding on the part of the audience is required. Remember that if the advert requires very little or no thought on the part of the audience, then you’re missing an opportunity to engage or interact with that audience. indd 56 The media-literate audience There is an old-fashioned notion that if the audience doesn’t ‘get’ your advert instantly, then it isn’t working. This may have been the case back in the 1960s when advertising audiences were generally passive consumers of the media, but today’s media-literate audiences tend to relate on a more interactive level with the advertising that they are confronted with.

Occasionally, you can let the idea or even the brand proposition do the art directing for you – or at least suggest the imagery to you. For example, if the proposition says: ‘Tell people that our brand will make you feel ten feet tall,’ you could show a photograph taken from a high viewpoint, looking down. Alternatively, imagine how it would feel, or what you could do, or how you may act if you were ten feet tall. Is there some way you can show this in the advert? indd 42 Ultimately, you need to be asking yourself: what does the product benefit really mean to the target audience or end-user?

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Basics Advertising 02: Art Direction by Nik Mahon


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