The Functions of Advertising Departments: Production is the prerogative of the production department. Art directors and copywriters create the concepts behind the ads, but they do not literally make the advertising. Making the ads is the job of the production department. In print advertising, the art director works with the print production manager to hire a photographer or illustrator and then supervises the work. Once the photograph has been taken or the illustration completed, the image is scanned into a computer and placed in the proper position. The art director also selects typefaces for the headline and body copy and then, using the computer, correctly positions the headline and body copy. Once all the elements are in place, the computer file is sent to the newspaper or magazine in which the ad will run. The publication then prints the ad directly from the computer file.
After a client approves a television storyboard, the creative team works with the broadcast producer to hire a director for the commercial. In consultation with the agency and the client, the director selects the actors who will appear in the commercial. The director also hires the crew, including the camera and sound people who will film and record the commercial. After the commercial has been filmed, the creative team works with an editor to put the commercial’s various scenes together. When that task is completed, the copywriter and art director supervise the addition of music and sound effects. Once the ad is completed, numerous videotape copies called dubs are made. A dub is then sent to each television station that will air the commercial. The Functions of Advertising Departments: Production of ads however must pass through some stages before they are finally placed on newspaper or television.
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