Examine the relationship between the designer and the art director - Essay Example

Download file to see previous pages That design shall be used throughout the editorial and advertising pages. Each of the magazine issues "had headlines, text columns and the same kind of illustration" (Hollis, yr of book publication, p. 97). The increasing importance of images, then, as an art element in journalism and advertising also raised the degree of participation of an art director because their reproduction and the layout as a whole became his/her responsibility (Hollis, yr of publication).
Raizman (year of publication, p.98) characterized the work of an artist/designer as something that had to embody the magazine's content, while the work of an art director, which is the "artifice behind the elegance of the image, the attention to every detail so that it contributed to the total effect" has to be concealed. An art director during those times himself even added that directors plan, co-ordinates and rehearses but does not perform in public. Public performances are left to designers to create cover illustrations in traditional methods. This was exemplified in the works of designer Norman Rockwell for the Saturday Evening Post from the time of the First World War to the 1960's (Hollis, yr of publication).
As an antidote to the hardships of the World War years and the impersonal modernity of factory and city, Rockwell created colored illustrations that presented a variety of familiar themes drawn from common middle-class experience, frequently related to seasonal activities and holidays. His idea is to create a sense of community and comfort provided by the family and neighborhood by using common experiences and techniques of naturalistic illustrations to communicate those values (Raizman, year of publication). One of the best examples is the Post's cover in November of 1933 where a young mother is seen spanking a child in his belly on a chair. The story is clearly and simply told. The child broke a piece of decorative chinaware which led the mother to resort to a traditional form of punishment but only while holding a psychology book that has guided her actions. In his attempt to experiment with more expressionistic approach to painting, he created illustrations of a festive family meal, which is one of four from a series entitled "The Four Freedoms" (Raizman, year of publication, p.226). The illustrations make the reader more comfortable with some of the discomforting information that threatens our confidence in dealing with everyday existence.
The Great Economic Crash in 1929 led businesses to formulate designs in order to sell their products. Many advertising executives believed that the purpose of advertisements is to gun for sales and "that the reference to individual artists or works of art focused attention upon the ad as an 'object' rather than the vehicle of promoting a product" (Raizman, year of publication, p.225). Art directors and consultants Art directors and consultants from the advertising industry recognized the importance of images in selling the products, but limited the images to be illustrated to familiar and recognizable images that could be easily grasped by the public rather than abstract ones. Art directors let illustrators and designers accomplish this task with the idea of creating images with which the buyers can easily identify and directly connect to the products. However, because of this imposition by the art directors, ...Download file to see next pagesRead More