Chapter 6 – Reading 6
·
Advertising has a simple premise: purchase
this product and your life improves
·
Every person is connected to the creation
and consumption of commercial messages
·
Corporate Identity work: Graphic
representation of the company itself
o
Graphics can be accompanied by text
·
A corporate Identity creates a
recognizable image or interface that shows how a particular company wishes
itself to be seen and remembered by its public
·
A corporate ID is built up over many years
·
Branding – sets a strategy to create
synergy between a company, its corporate ID, its advertising outputs, and its
client base
·
Branding encourages clients to emotionally
identify with a particular company
·
Emphasis on the audience “owning” the
brand and not vice versa
·
Digital advertising: delivered to mass
audiences and is gaining significance and influence
·
Charged based on hit rates (how many see
it); currently the only advertising to accurately obtain that info
·
Client-led ad: low-risk, commercial
messages in a simple, straightforward way; Not groundbreaking, “interruptive”-
“stop and look, maybe you want this”
·
Creative School ad: high-risk, may
communicate to fewer people, allows advertisers to search for new creative
formats, “interruptive”
·
Viral ad: digitally delivered, “disruptive”-
relies on shock value, allows for originality, relies on word of mouth
·
Ads moved from black and white prints to
colored, from a depiction of the product itself to symbolic and metaphorical
pictorial elements
·
1920’s and 1930’s: Color magazines with
lush imagery to communicate to audiences
·
Bauhaus: “interruptive” message,
rationally, clean and uncomplicated
·
Post-war: Companies used illustration to
show a hopeful, bright future that people could potentially have
·
1950’s: subjugated to demands of USP and
flowed to the realization of the consumer that they need the product –
functioned with the idea that an intelligent audience could and should interact
with ads, in that they can decode the message and feel intelligent
·
Illustration has gained popularity for its
ability to represent a non-race, gender, location, or age specific globalized
world
·
There are 2 types of ad agencies: Above
the line and Below the line
·
Above the line media: Television, Radio,
Newspaper, Magazine, Billboards, Websites, Corporate ID, Literature, Promotion
·
Below the line media: Direct Mail,
Promotional material (i.e. leaflets and flyers), Point of sale, Store Displays,
Promotional Events
·
Ad Agency Roles
o
Creative Director: Manages work, Approves
Final, ensures correspondence with creative brief, chooses illustrator
o
Creative Team: Art Director and
Copywriter: generate ideas, help choose the illustrator
o
Art buyers: assist in selecting
illustrator, negotiate fees, oversee production
o
Account Handler: Contact Client, present portfolios,
estimates, and final artwork. Ensuring the clients concerns are addressed and
the client is satisfied
o
Traffic and Production: Ensure correct
technical production; supplies mixture of sizes and configurations for
different media.
·
Progression of Typical ad commission:
o
Clients talk to agency
o
Account Handler writes brief
o
Account Handler gives brief to creative
director and team
o
Creative team produces selection of ideas,
ideas presented to client, client decides on idea
o
Search for illustrator/photographer
o
Portfolio of suggested illustrator
submitted to client for approval, with a quote
o
Illustrator accepts and is given brief
o
Reproduction meeting
o
Illustrator presents roughs. Minor
adjustments requested
o
Agency presents artwork to client
o
Illustration is incorporated into graphic
layout and supplied to magazines, newspapers, etc.
o
Illustrator submits invoice for payment.
·
Roles within a Graphic Design Company:
o
Creative Director: Manages creative
output, quotes for jobs, guides creative direction
o
Designer: Designs, specifies approaches to
design solutions, implements solutions in an inspired and efficient way that
pays attention to visual detail
o
Studio manager: Ensures efficient running
of creative studio, organizes appointments of the creative director
·
Progression of Typical Corporate ID
commission:
o
Client approaches Graphic Design Company
o
Creative Director Clarifies Brief
o
Design team is briefed
o
Selection of Ideas presented to client,
Design approach is agreed on for development
o
Search for illustrator
o
Illustrator Portfolio is submitted to
client
o
Illustrator submits final quote
o
Illustrator presents roughs, adjustments
requested
o
Agency presents final artwork to client
for approval
o
New Corporate ID implemented
o
Illustrator submits invoice for payment
o
·
Summary of Illustration Procedure
o
Initial Research
o
Prospecting for work
o
Securing Commission
o
Starting Work
o
Securing Payment
