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Project 27 : insights into a production-centred study on art direction and love

Contreras R., Sandra V. (2012) Project 27 : insights into a production-centred study on art direction and love. Cultural Science Journal, 5(2), pp. 87-105.

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Abstract

This paper offers insight into the development of a PhD in advertising art direction. For over half a century art directors within the advertising industry have been adapting to the changes occurring in media, culture and the corporate sector, toward enhancing professional performance and competitiveness. These professionals seldom offer explicit justification about the role images play in effective communication. It is uncertain how this situation affects advertising performance, because advertising has, nevertheless, evolved in parallel to this as an industry able to fabricate new opportunities for itself. However, uncertainties in the formalization of art direction knowledge restrict the possibilities of knowledge transfer in higher education.

The theoretical knowledge supporting advertising art direction has been adapted spontaneously from disciplines that rarely focus on specific aspects related to the production of advertising content, like, for example: marketing communication, design, visual communication, or visual art. Meanwhile, in scholarly research, vast empirical knowledge has been generated about advertising images, but often with limited insight into production expertise. Because art direction is understood as an industry practice and not as an academic discipline, an art direction perspective in scholarly contributions is rare. Scholarly research that is relevant to art direction seldom offers viewpoints to help understand how it is that research outputs may specifically contribute to art direction practices. There is a need to formally understanding the knowledge underlying art direction and using it to explore models for visual analysis and knowledge transfer in higher education. This paper provides insight into the development of a thesis that explored this need. The PhD thesis to which this paper refers is Strategic Aesthetics in Advertising Campaigns: Implications for Art Direction Education.

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ID Code: 54548
Item Type: Journal Article
Additional URLs:
Keywords: Advertising, art direction, commercial art, communication design, content analysis, creative advertising, creative practitioner, design, education, love, production, strategic aesthetics, visual analysis, visual rhetoric, visuacy, visual communication
ISSN: 1836-0416
Subjects: Australian and New Zealand Standard Research Classification > STUDIES IN CREATIVE ARTS AND WRITING (190000) > OTHER STUDIES IN CREATIVE ARTS AND WRITING (190999)
Divisions: Current > QUT Faculties and Divisions > Creative Industries Faculty
Current > Schools > School of Media, Entertainment & Creative Arts
Copyright Owner: Copyright 2012 Queensland University of Technology
Deposited On: 05 Nov 2012 13:52
Last Modified: 13 Jun 2013 01:16

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