MMC 4200 Lecture Notes - Lecture 15: Web Content Management System, Usenet Newsgroup, Click-Through Rate
15 Jun 2016
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Document Summary
Art: the whole visual presentation of a commercial or advertisement the body language of an ad. Art also refers to the style of photography or illustration employed, the way color is used, and the arrangement of elements in an ad so that they relate to one another in size and proportion. Art direction: the act or process of managing the visual presentation of an ad or commercial. Art director: along with graphic designers and production artists, determines how the ad"s verbal and visual symbols will fit together. Artist role: a role in the creative process that experiments and plays with a variety of approaches, looking for an original idea. Big idea: the flash of creative insight the bold advertising initiative that captures the essence of the strategy in an imaginative, involving way and brings the subject to life to make the reader stop, look, and listen.
