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Chapter 13
Art Direction and Production
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Illustration
Definition

• 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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Illustration Components
Size
Color
Medium
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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

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Principles of Design
Balance
(Formal)
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Formal balance can create a very orderly look and
feel.
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Principles of Design
Balance
(Informal)
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Informal balance can create desired eye movement
through an ad.
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Principles of Design
Proportion
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Principles of Design
Order
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Principles of Design
Unity
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Principles of Design
Emphasis
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Emphasis in an ad will lead the reader to focus
on one layout element more than another
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Layout

• Thumbnails

• Rough layout

• Comprehensive

• Mechanicals

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Print Production Processes

• Letterpress

• Gravure

• Offset Lithography

• Flexography

• Electronic, laser, inkjet

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• Computer Print production

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Typography
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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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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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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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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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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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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
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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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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
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TV Production Options
Videotape
Film
Live Production
Still Production
Animation
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