GRAPHIC DESIGN, ADVERTISING AND RELATED TERMS

GRAPHIC DESIGN: The use of visual art for commercial purposes. It consists of the arrangement of typography, symbols, illustration and/or photography on a page (or screen) to convey an advertising message. Its aim is to make products and services attractive to prospective customers. Includes poster, brochure, Annual Report, packaging, book, invitation, signage, website and logo design. Also known as Commercial Art, Graphic Art, Visual Communication or Communication Design.
Examples: Graphic Design Portfolio… and Web Design Portfolio…
GRAPHIC DESIGNER: Someone whose occupation is creating graphic design. Also known as a graphic artist or commercial artist.
Examples: Graphic Designer's Portfolio… and Website Designers Portfolio…
ADVERTISING: Communication for a commercial purpose. It consists of promoting a product's or service's benefits through a range of broadcast media. Its aim is to convince prospective customers to buy a product or service. It does this through the use of commercial art, including graphic design, copywriting, audio-visual media and digital media. Also known as Publicity or Communication.
Examples: Advertising Agencies Portfolio…
ART DIRECTOR: Someone whose occupation is creating the visual aspect of advertising. The job includes overseeing photography, illustration, page layout, TV commercial production and graphic design. Art Directors and Copywriters are usually paired in teams.
Examples: Art Director's Portfolio…
COPYWRITER: Someone whose occupation is creating the written and verbal aspects of advertising, as well as overseeing the audio aspects of radio and TV production. In most cases, copywriters are primarily responsible for creating advertising concepts. Copywriters and Art Directors are usually paired in teams.
Examples: Advertising Portfolio…
CREATIVE DIRECTOR: Someone whose occupation is overseeing the creation of advertising. The job consists of leading a team of Art Directors, Copywriters and Graphic Designers. Creative Direction's function is quality-control of commercial art.
Examples: Ad agencies Portfolio…
ABOVE THE LINE (ATL) ADVERTISING: Advertising work that is paid for on a commission basis. Includes television, magazine, newspaper and radio advertising. The commission is claimed back by the ad agency from the broadcaster / publication.
Examples: Above The Line advertising campaign…
BELOW THE LINE (BTL) ADVERTISING: Advertising work that is paid for on an hourly rate or per-project basis. Includes logo, poster, brochure and website design.
Examples: Below The Line advertising campaign…
THROUGH THE LINE ADVERTISING: Advertising that is produced by an ad agency which deals in both Above and Below The Line advertising.
Examples: Home Page - Graphic Design / Advertising Agency…
ADVERTISING AGENCY: A company that creates advertising. It usually refers to ATL companies, while BTL ad agencies are called Graphic Design Studios.
Examples: Ad Agencies Portfolio… and How an advertising agency works…

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