Expert: Sean Trapani - 6/9/2007

Question
Hi, im a student studying marketing and I want to get into advertising. I know i need graphic design as a skill and i am going to participate in a ten day course to achieve the knowledge.
My question is what exactly do i need to put into a portfolio? If you could explain to me the basic things i have to do i would be grateful. do i create my own ads using the brands that are out there now? do i 'advertise' my best qualities to them be it drawing and digital image manipulation??
Thanks, Manish Patel
If it helps i am aiming to become an Art Director.

Answer
Hi, Manish

Did you say a ten-day course? As in 24 hours times 10?

This is just my opinion...but I work with students who study anywhere from 2-4 years in advertising design (not counting their first two years of undergraduate studies). And even those students can have a tough time developing a portfolio that will make them competitive.

Don't get me wrong, Manish. Good art directors understand graphic design, too, but only as a means to an end - communicating and persuading. And that's a skill that usually takes many years to develop.

Similarly, drawing is not a skill set that I just to look for when interviewing potential art directors. Ad agencies hire freelance illustrators to do that kind of work.

If you're serious about pursuing this path, I recommend you read this book:

http://www.amazon.com/Advertising-Design-Creating-Communications-Graphic/dp/0471...

I don't want to discourage you, Manish. But you'll need more than a 10-day course to prepare yourself for this career path.

If you have any other specific questions, don't hesitate to ask.


Prof. Sean Trapani