As used in advertising, art is a selling device. Its primary function is to interpret with pictures what cannot be said with words alone, and the advertiser's decision to use your pictorial contribution to his advertising effort depends upon how well your art work accomplishes the following results:
1 * Excites interest in the product advertised.
2. Shows to its best advantage the product, either alone or in surroundings which enhance its function and beauty.
3» More clearly explains and dramatizes the headline and statements made in the copy of the advertisement.
4. Spotlights the name of the advertiser and his trademark with the public — all in a concerted effort to sell his merchandise and services.
5. Attracts attention to the advertisement and helps it meet the competition of other advertisements.
The decision to use your art work is based on the hard fact that your pictures must achieve one or all of these results. From the very start you, as a commercial artist, must become aware of who buys art work and why. You should learn what it takes to meet the art requirements of many businesses in selling their products. You must always remember that an advertiser does not buy art work to frame and hang on his walls — he buys it to assist him in selling his product and services to the public.
Many artists have gotten their start and have kept continually busy by the simple formula of calling upon every conceivable prospect who might buy art work, and taking every mean and thankless job that might be handed out, no matter what the pay or the time set for delivery of the drawing—which is usually the next morning.
It sometimes takes many years of doing these small drawings for small advertisers before you will even get a chance to do a fair-sized or important job — but EVERYONE starts this way and there is no surer way of getting your big chance. The most important thing for you to know is the type of work which will open the way for you to get started. The ideal qualification for the beginner in commercial art is to be an all-around handy man who can turn out many different types of small jobs in many mediums — and within a given time limit. Your samples (AND THEY MUST ALWAYS BE SPOTLESSLY CLEAN) when you are looking for work should include stylized spot drawings featuring seasonal ideas, travel, sports, etc., and you should have a few smartly done merchandise drawings such as luggage, home furnishings, clothing, accessories, kitchen utensils, farm implements and simple figure drawings fashionably done. These are but a tiny segment of the subjects constantly needed and are the subjects you will most likely get for your first assignments. If you do these small drawings well, you will get bigger things to do.
One most important asset that will help you to break in (and we cannot state this too strongly) is your ability to letter — more lettering is done in the average studio than any other type of work. This makes you immediately usable and valuable (you will study lettering in lesson 12) . For the good, young free lance or staff artist in any art department, the ability to do a professional lettering job is standard equipment.
Very seldom does a beginner break into commercial art as a specialist — unless he has a most unusual flair plus ability. Your recognition as a specialist is usually gained over a period of years and with a background of experience.
Posters Courtesy Arthur Hawki
Courtesy American Artists Group, Ii
Courtesy Arthur Hawkins
SET LONGER WEAK BY SHOE REPAIR
Courtesy Ein son-Free m on Co., Inc.
Institute of Commercial Art, Inc.
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