Advertising Agency and Studio Skills， 3rd Edition pdf epub mobi txt 电子书 下载 2025

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 >