Advertising Layout and Art Direction

This copy is an ebook. The original was printed on the Post World War II era or in the first half of the 20th Century. Up unto now, the principle and ideas of this book continues to guide the Artist, Businessmen and Advertisers.

Excerpt from the book.

This book is divided into two parts. This serves to emphasize the point that the modern art director , without developing a split personality , must be two persons rolled into one.

Th e first person is a skilled craftsman. His functions are discussed in part I of the book.This man is a designer, a layout man. He can draw. And he is familiar With the mechanical requirements of following through his concepts from sketch pad to printed page or television screen.

Th e second person is a business executive. How he operates is detailed in part II of the book . This man knows how to put it down on paper, of course, but above that he knows what to put down. He has a broad concept of his work , an awareness of the multitude of factors that mu st be Weighed in with the problem he is expected to solve. Layout is no longer an end in itself, but merely a means of communication, a tool for selling. Art is h is specialty but he understands psychology, sociology, salesmanship, and diplomacy.