El director de arte publicitario y las competencias del contexto visual con variables artísticas

Claudia Inés Vélez-Ochoa; Josep A. Rom Rodríguez; Omar Muñoz-Sánchez

doi:10.5565/REV/GRAFICA.189

El director de arte publicitario y las competencias del contexto visual con variables artísticas

Claudia Inés Vélez-Ochoa, Josep A. Rom Rodríguez, Omar Muñoz-Sánchez

Producción científica: Contribución a una revista › Artículo en revista científica indexada › revisión exhaustiva

Resumen

The work of the art director within an advertising agency is strategic visualization, seeking solutions to graphic challenges in an increasingly attractive communication. Therefore, this advertising creative has tactical knowledge that helps him generate stagings that impact the memory of consumers. In order to convert the gestures of the image and the components of the scenography into interpretable codes, the art directors rely on their ability to give a symbolic value to those elements with their strengths based on aesthetics and art.

Título traducido de la contribución	The director of advertising art and the competences of the visual context with artistic variables
Idioma original	Español
Páginas (desde-hasta)	1-9
Número de páginas	9
Publicación	Grafica
Volumen	8
N.º	EP
DOI	https://doi.org/10.5565/REV/GRAFICA.189
Estado	Publicada - 2020

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Publisher Copyright:
© 2020 Universitat Autonoma de Barcelona. All right reserved.

Palabras clave

Aesthetics
Art
Art director
Visual communication

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Artículos de investigación con calidad Q3

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10.5565/REV/GRAFICA.189

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abstract = "The work of the art director within an advertising agency is strategic visualization, seeking solutions to graphic challenges in an increasingly attractive communication. Therefore, this advertising creative has tactical knowledge that helps him generate stagings that impact the memory of consumers. In order to convert the gestures of the image and the components of the scenography into interpretable codes, the art directors rely on their ability to give a symbolic value to those elements with their strengths based on aesthetics and art.",

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doi = "10.5565/REV/GRAFICA.189",

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AU - Vélez-Ochoa, Claudia Inés

AU - Rom Rodríguez, Josep A.

AU - Muñoz-Sánchez, Omar

PY - 2020

Y1 - 2020

N2 - The work of the art director within an advertising agency is strategic visualization, seeking solutions to graphic challenges in an increasingly attractive communication. Therefore, this advertising creative has tactical knowledge that helps him generate stagings that impact the memory of consumers. In order to convert the gestures of the image and the components of the scenography into interpretable codes, the art directors rely on their ability to give a symbolic value to those elements with their strengths based on aesthetics and art.

AB - The work of the art director within an advertising agency is strategic visualization, seeking solutions to graphic challenges in an increasingly attractive communication. Therefore, this advertising creative has tactical knowledge that helps him generate stagings that impact the memory of consumers. In order to convert the gestures of the image and the components of the scenography into interpretable codes, the art directors rely on their ability to give a symbolic value to those elements with their strengths based on aesthetics and art.

KW - Aesthetics

KW - Art

KW - Art director

KW - Visual communication

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U2 - 10.5565/REV/GRAFICA.189

DO - 10.5565/REV/GRAFICA.189

M3 - Artículo en revista científica indexada

AN - SCOPUS:85096869900

SN - 2339-7500

VL - 8

SP - 1

EP - 9

JO - Grafica

JF - Grafica

IS - EP

ER -

El director de arte publicitario y las competencias del contexto visual con variables artísticas

Resumen

Nota bibliográfica

Palabras clave

Tipos de Productos Minciencias

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Huella

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