Assigned Reading #6
Chapter 6; The Corporate Identity and the Advertising Brief
"Painting is an end in itself. The poster is only a means to an end, a means of communication between the dealer and the public, something like a telegraph. The poster designer plays the part of a telegraph official; he does not initiate news; he merely dispenses it. No one asks him for his opinion, he is only required to bring about a clear, good, and exact connection." ~A.M. Cassandre (a.k.a. Adolphe Jean-Marie Moreau)
Three Forms of Advertisement
- Client Led
- The Creative School
- Viral
Illustrating for the Modern Advertising Agency
Above the Line
- Television (film/video and animation)
- Radio (exclusively sound)
- Newspapers (photo and illustration)
- Magazines (photo and illustration)
- Billboards (photo and illustration)
- Websites (photo and illustration)
- Corporate Identity, Literature and Promotion (typography, film, photo, and illustration)
Below the Line
- Direct Mail (photo and illustration)
- Promotional Material, i.e., leaflets, flyers (photo and illustration)
- Point-of-Sale (photo and illustration)
- Store Displays (photo and illustration)
- Promotional Events (photo and illustration)
The Creative Roles Within an Advertising Agency
- Creative Director
- Creative Team
- Art Buyers
- Account Handler
- Traffic and Production
The Creative Roles Within a Graphic Design Company
- Creative Director
- Designer
- Studio Manager
Summary of Procedure
- Initial Research
- Prospecting for Work
- Securing the Commission
- Starting Work
- Securing Payment
