Expert: Peter Gabany - 4/1/2008

Question
QUESTION: Hi. I recently asked you several questions about careers in advertising. I was wondering if you could tell me more about what an Art Director does? Are they responsible for coming up with catchy slogans, or is that the job of a Copywriter? Thanks again

ANSWER: Art directors prepare the visual interpretation of the creative brief for ads, brochures, websites etc. They direct designers to use photographs, illustration, type, colour etc to create billboards, signage, catalogues, websites, logos, ads and such following the objectives of the brief.

The copywriter is the one who creates the headlines, body copy, mandatory copy to be included in any commercial, ad, brochure piece.

Typically they work as a team. The writer informing the art director and vice versa to best interpret the overall creative position of the brand, client, product or service.

The overall governing result being that you want the customer after reading or seeing a piece of advertising/brochure, etc. is to take action. Buy something, change their mind, try something, get them to tel others etc.

The result being great when expected action is realized.

Please let me know if this helps,

Pete

---------- FOLLOW-UP ----------

QUESTION: Do Art Directors do a lot of sketching in notepads, or is it mostly done on a computer?

ANSWER: Good ones use pencil and paper and then capable of translating same on computer.

Pete


---------- FOLLOW-UP ----------

QUESTION: Is a design degree usually required? Or, will a marketing degree with a advertising concentration and design courses be enough?

Answer
If you are wanting to become a graphic designer than you should enroll in a qualified course. I believe Rhode Island School of Art and Design is a great school to name but one. But if you were strictly wanting to get into advertising - I would look into the University f Texas program and I'm assuming you are - unlike me - living in the US. http://advertising.utexas.edu/world/index.asp

Check these guys out. If you could give me a better profile of yourself it would certainly help. Where you live. What you really would like to do - not what occupation but what do you like to do? Conceive ideas, paint, draw, photograph all of that? Write? Give me what you love to do, what you are best at and what you think you can see yourself doing in five years.

I hope this isn't too prying - I'm only trying to get a perspective on who you are and what you would like to be doing for a career.

Cheers,

Pete