Art Direction and Production
Content Summary Overview
The Evolution from Words to Pictures
Improved technology
Advantages of visuals over text
Brand images are built 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.
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
Print Production Processes: Letterpress, Offset lithography, Flexography, Electronic, laser, inkjet, Computer print production, Gravure
Art Direction and Production in Cyberspace
Cyberspace is its own medium.
The audience is not passive.
At present, it is closer to print than TV.
Revision can be done instantaneously.
Persuasive content versus entertainment is a challenge
File Category: Advertising
File Added: Monday, April 26th, 2010
File Source: ag.ohio-state.edu
File Size: 668 KB
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