El director de arte publicitario y las competencias del contexto visual con variables artísticas

Translated title of the contribution: The director of advertising art and the competences of the visual context with artistic variables

Claudia Inés Vélez-Ochoa, Josep A. Rom Rodríguez, Omar Muñoz-Sánchez

Research output: Indexed journal article Articlepeer-review

Abstract

The work of the art director within an advertising agency is strategic visualization, seeking solutions to graphic challenges in an increasingly attractive communication. Therefore, this advertising creative has tactical knowledge that helps him generate stagings that impact the memory of consumers. In order to convert the gestures of the image and the components of the scenography into interpretable codes, the art directors rely on their ability to give a symbolic value to those elements with their strengths based on aesthetics and art.

Translated title of the contributionThe director of advertising art and the competences of the visual context with artistic variables
Original languageSpanish
Pages (from-to)1-9
Number of pages9
JournalGrafica. Documentos de diseño grafico
Volume8
Issue numberEP
DOIs
Publication statusPublished - 2020

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