Advertising Agency and Studio Skills, 3rd Edition

Advertising Agency and Studio Skills, 3rd Edition pdf epub mobi txt 電子書 下載2025

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isbn號碼:9780823001514
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FOREWORD<br >BOARD PROCEDURE for artists in agencies and studios encompasses<br >numerous skills and techniques. One category of this procedure is re-<br >ferred to as "mechanicals," which, although it is essentially a subject<br >within itself, is yet so interrelated with all other aspects of board proce-<br >dure that it is difficult to define. Because the subject requires so vast a<br >knowledge of advertising, it is fast becoming a necessary prerequisite to<br >gaining a foothold in the broad field of advertising. Keen competition<br >makes it difficult for the average student, at the onset of his or her career,<br >to obtain a first position in the capacity desired. There is little time to break<br >in the beginner--who must already have some knowledge of the busi-<br >ness, not just creative abilit~ In order to produce the desired effect, which<br >is the result of advertising "know-how," the beginner must first accumu-<br >late certain specific information and experience.<br > While the student (as well as the already developed artist) is making<br >every effort to find a position that will present an opportunity for self-<br >expression, he or she must reach out in every direction for additional,<br >more extensive knowledge and understanding, in order to nurture latent<br >creativity, as well as manual capabilities.<br > Quite often, people who do mechanicals are not considered creative<br >artists. They are sometimes looked upon as ordinary machine operators in<br >a factory. This attitude, of course, is fallacious. An employer may say,<br >"Mechanical artists? They re expendable." An experienced artist may say,<br >"Mechanicals? There s nothing to it! You can learn it in two weeks." These<br >people have either forgotten how long it takes to learn all the require-<br >ments of this position, or are kidding themselves in to thinking they know<br >all that it involves. For if they deliberated the requirements of the artist<br >

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