1. Art Direction and Production
Chapter 13
Art Direction and Production

2. Illustration Definition: Purposes:
The actual drawing, painting, photography, or computer-generated art in the ad
Purposes:
Attract attention
Make the brand heroic
Communicate product features or benefits
Create a mood, feeling, or image
Stimulate reading of the body copy
Create the social context for the brand
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3. Illustration Components
Size
Color
Medium
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4. 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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5. Principles of Design
Balance
(Formal)
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6. Formal balance can create a very orderly look and feel.

7. Principles of Design
Balance
(Informal)
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8. Informal balance can create desired eye movement through an ad.

9. Principles of Design
Proportion
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10. Principles of Design
Order
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11. Principles of Design
Unity
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12. Principles of Design
Emphasis
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13. Emphasis in an ad will lead the reader to focus on one layout element more than another

14. Layout Thumbnails Rough layout Comprehensive Mechanicals
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15. Print Production Processes
Letterpress
Gravure
Offset Lithography
Flexography
Electronic, laser, inkjet
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Computer Print production

16. Typography
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17. Art Direction and Production in Cyberspace
Cyberspace is its own medium
At present, it is closer to print than TV
Technology advances make cyberspace a “moving target”
Ads on new media evolve as advertisers find out what works.
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18. Art Direction and Production in Television Advertising
TV has changed the face of advertising
TV is about moving visuals
It can leave impressions, set moods, tell stories
It gets you to notice
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19. The Creative Team in Television Advertising
Production Company Participants
Agency Participants:
Creative Director (CD)
Art Director (AD)
Copywriter
Account Executive (AE)
Executive Producer
Producer
Director
Producer
Production Manager
Camera Department
Art Department
Editors
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20. 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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21. Production Process for TV Advertising
Preproduction
All of the activities that occur prior to filming the commercial
Production
Activities that occur during filming
Postproduction
Activities that occur after filming to ready the commercial
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22. Preproduction Process for TV Advertising
Storyboard and
script approval
Review of bids from production houses and other suppliers
Budget approval
Creation of a
production timetable
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Assessment of directors, editorial houses, and
music suppliers
Selection of location,
sets, and cast

23. 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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24. 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
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Edit offline
Prepare copies of tape
Edit online
Send tapes to TV stations

25. TV Production Options Videotape Film Live Production Still Production
Animation
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