The advertising art director. 80 years after his birth
DOI:
https://doi.org/10.4185/rlcs-1998-2082Keywords:
.Abstract
In the 1920s a new figure appeared in the advertising agency: the art director. From then until now, this professional has undergone a constant evolution, which broke down in the mid-1980s with the entry of desktop publishing into the advertising agency. From that moment on, the art director began to acquire increasing importance in the profession.
This work consists of explaining what this "new" figure is like, what his or her work consists of today and how production structures have changed since he or she acquired "power" in the creative process. The article is based on a qualitative study, which consisted of personal interviews with art directors from different advertising agencies in Barcelona. The reason for carrying out this study is the scarcity of biographies on this subject.
Downloads
References
Ruiz Collante, J. (1992): Las profesiones del diseño, p.104. Ed. Planeta.
Sousa, M. (1994): Manual de edición y autoedición, p.15. Ed. Pirámide.
King, S. (1989): Pocket guide to advertising. The Economist Publications, p.22-25. London.
van Den Boom, H. i Baller, G. (mayo 1988): És l'ordinador gràfic un auxiliar o un substitut per als dissenyadors? Temes de disseny 2, p. 39. Barcelona.
King, S. (1989): Pocket guide to advertising. The Economist Publications, p.22-25. London.
Ricard, A. (marzo 1989): Diseñar por cuenta ajena. Temes de disseny, p.165. Barcelona.
Cerezo, J. Mª. (1997). Diseñadores en la nebulosa, p.27. Biblioteca Nueva. Madrid.
Bogart, M. (1995): Advertising and the borders of Art, p. 136.The University of Chicago Press. Chicago & London.
Satué, E. (1988-95): El diseño gráfico. Desde los orígenes hasta nuestros días, p. 476. Alianza Editorial.
Fichter, M. (1995): Creative Directors and Art Director scramble to find their seats in the publishing industry.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2023 David Roca
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
