Chapter 13

Chapter 13
Art Direction and Production
1
© 2009 South-Western, a part of Cengage Learning
PPT 13-1
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
2
PPT 13-22
Illustration
Definition:
 The actual drawing, painting, photography, or
computer-generated art in the ad.
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
3
PPT 13-3
Illustration Components
Size
4
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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
5
PPT 13-5
Ad in Context Example
Illustrations
Illustrations can
can
place
place the
the brand
brand in
in aa
social
social context.
context.
6
PPT 13-6
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
7
PPT 13-7
Design
 The structure (and plan behind the structure) for the aesthetic
and stylistic aspects of a print advertisement.
8
PPT 13-8
Principles of Design
Balance
(Formal)
9
PPT 13-9
Formal
Formal
balance
balance
can
can create
create
aa very
very
orderly
orderly
look
look and
and
feel.
feel.
10
PPT 13-10
Balance
(Informal)
11
PPT 13-11
Informal
Informal balance
balance
can
can create
create desired
desired
eye
eye movement
movement
through
through an
an ad.
ad.
PPT 13-12 12
Proportion
13
PPT 13-13
Order
14
PPT 13-14
Unity
15
PPT 13-15
Emphasis
16
PPT 13-16
Emphasis
Emphasis in in
an
an ad ad will
will
lead
lead the
the
reader
reader toto
focus
focus on on one
one
layout
layout
element
element moremore
than
than another.
another.
17
PPT 13-17
Layout
1. Thumbnails
2. Rough layout
3. Comprehensive
4. Mechanicals
18
PPT 13-18
Print Production Processes
 Letterpress
 Offset lithography
 Gravure
 Flexography
 Electronic, laser, and inkjet
 Computer print production
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PPT 13-19
Typography
20
PPT 13-20
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)
21
PPT 13-21
Art Direction in
Television Advertising
 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
22
PPT 13-22
The Creative Team in
Television Advertising
Production Company Participants:

Agency Participants:
 Creative Director (CD)  Director

 Art Director (AD)  Producer
 Copywriter  Production Manager
 Account Executive (AE)  Camera Department
 Executive Producer  Art Department
 Producer  Editors
23
PPT 13-23
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
24
PPT 13-24
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
25
PPT 13-25
Preproduction Process for
TV Advertising
Storyboard and Review of bids from

script approval production houses and
other suppliers
Budget approval Creation of a

production timetable
Assessment of directors,
editorial houses, and Selection of location,
music suppliers sets, and cast
26
PPT 13-26
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
27
PPT 13-27
Postproduction Process
Screen dailies
Edit film Record announcer
Produce search track Record music
Review rough cut (agency) Mix film and sound
Review rough cut (advertiser) Transfer film to videotape
Edit offline Prepare copies of tape
Edit online Send tapes to TV stations

28
PPt 13-28
TV Production Options
Film Videotape
Digital Video (DV)
Live Production
Still Animation
Production 29
PPT 13-29

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Chapter 13

Art Direction and Production

The Evolution from Words to Pictures

 How the product or brand will appear as

 Cyberspace is its own medium

 TV has changed the face of advertising

Production Company Participants:

 Creative Director (CD)  Director

 Use an attention-getting opening

Storyboard and Review of bids from

Budget approval Creation of a

Edit film Record announcer

Produce search track Record music

Review rough cut (agency) Mix film and sound

Review rough cut (advertiser) Transfer film to videotape

Edit offline Prepare copies of tape

Edit online Send tapes to TV stations

Digital Video (DV)

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