Advertising Art

Advertising art created or purchased by an advertising agency for its clients is the responsibility of the aency's art director and assistants, but is created and approved in accordance with the campaigns being implemented for the agency's clients. The creative director of an agency will always be involved in the ultimate choice of art for an advertising campaign.

When photography is part of the advertising art being used in a campaign, there is often the choice of purchasing specific shots, or going on location to shoot the advertising art required. If the photographic advertising art is of a nature required for background (perhaps a shot of a canal in Venice) it is much more economical to purchase a photo rather than going to the scene to photograph this particular element of advertising art. On the other hand, if a product such as an automobile is being advertised, the agency will undoubtedly do the photography for this advertising art, as the art director and creative director will have specific ideas for the advertising art in the commercial.

Fashion advertisements invariably use photographic art which will be created specifically for the particular advertisement. If a fashion ad is promoting a new line of clothing from a major designer, obviously the fashion art will have to be created. Fashion art is often an expensive form of advertising art, as an entire group of models will be transported to some far, exotic location to be photographed to create exciting and unusual advertising art. The cost of running the ads using this type of advertising art is also very high.

There are other types of advertising art other than the expensive and dramatic types of advertising art created for major campaigns. Small businesses and small agencies often purchase simple black and white or line art for use in newspapers and some magazines. Such art is quite inexpensive and works well for low budget advertising. Also, it is quite simple for individuals and companies to produce computer art and copy which works well in many advertising and promotion situations, lowering the cost of advertising art.

The field of advertising art has been vastly changed as a result of computer use to generate art, and the availability of many sources through the internet. Like so many other things in our daily lives, electronics and computer capabilities have revolutionized the creation of advertising art. Creative minds, however, remain the source of ideas and concepts in every field.

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