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dvrtsng cn b cntrlld, dntfbl prsusn utlzng mns f mss cmmunctns. Th purpss f dvrtsmnts r: t ttrct ttntn; t nlst th vwrs ntrst; t shw mns f stsfyng wnt thrugh purchs f th prduct.

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Thr s dstnct cnnctn btwn rt nd dvrtsng. Thr r thr mjr vsul rts, sculptur, pntng, nd rchtctur. f ths thr rts, vry ffctv dvrtsng s md pssbl by sculptur nd pntng. Rbb, Dvd M. nd J. J. Grrsn, rt n Th Wstrn Wrld, Hrpr & Rw Publshrs, Nw Yrk, Nw Yrk, 1963, p. 9 frml dfntn f rt s Fr wrk f rt s th dfntn n cmprhnsbl frm f ssntl truth s th rtst bcms wr f t n xprnc. bd., p. 2 rltnshp rss btwn wrk f rt nd th bsrvr tht s cmplx, ntngbl, nd undmnstrbl nd vrs grtly wth ch bsrvr. Th buty tht rsults frm btnng cmplt undrstndng f wrk f rt s drvd frm th sns f nrchmnt, f grtr brdth nd dpth n th lf f th bsrvr whn h rlzs ths buty s lstng nd vtl cntrbutn t hs lf. Th rtst must brng ut tw fctrs n ny wrk f rt, nmly bjctv fcts f th subjct whch th rtsts ttmpts t brng ut n hs nlyss nd th synthss f th rsults f tht nlyss. phtgrph s dstnct frm rt. t s rcrd, ssntlly mrrr mg, f th fcts f pprnc nd cntns lttl f ny f th tmlss nd chrctrstc qulty ncssry f wrk f rt, f ths fcts r t bcm sgnfcnt. bd., pp. 4-5
Thr r thr rbtrry, but dstnct grups f rtsts wrkng tdy: fn rtsts, cmmrcl rtsts, nd llustrtrs. Th dffrnc btwn rtsts s dtrmnd by th ntndd udnc. Th fn rtst prducs sngl pc f rt, whch s dsplyd n shwngs, gllrs, nd musums, nd xpcts hs udnc t cm t hm. Th cmmrcl rtst gs ftr n udnc numbrng n th mllns, by prducng nxpnsv prntd rprductns. nthr dffrnc s tht fn rt vrtully nvr ncrprts wrttn mssg whrs cmmrcl rt vrtully lwys ncluds n. Th llustrtr prducs pcturs, drwngs, nd llustrtns undr suprvsn f n ntrmdry n th cmmrcl rt fld. Snydr, Jhn, Cmmrcl rtst's Hndbk, Wtsn-Guptll Publctns, Nw Yrk, Nw Yrk, 1973, p. 10
dvrtsng cn b clld cntrlld, dntfbl prsusn utlzng mns f mss cmmunctns. Nlsn, Ry Pul, Th Dsgn f dvrtsng, Wm. C. Brwn Publshrs, Dubuqu, w, 1973, p. 1 Prfssr Mx Wls tld hs clsss n dvrtsng t th Unvrsty f rgn: `ftn dvrtsrs chs t prmt prduct bnfts tht r psychlgcl, mtnl, vn slly. T xpln ths bnfts n wrds prvs mbrrssng. r rdculus. S dvrtsrs xpln thm ndrctly--thrugh rt. Th rt drctr, thn, rthr thn th cpywrtr, wrts th d.' Wls cts th mny ds shwng prducts bng njyd n luxurus r ntrgung sttngs. bd., p. 20 Th purps f dvrtsng s t brng tgthr ll f th vrus lmnts nt n r t chv n ntrctn tht wll cmmunct mssg wthn gvn cntxt. Th mssg my b cnvyd nd vn mnpultd by crfully jugglng th vsul lmnts. Ths lmnts r ssntlly wrds, phtgrphs, llustrtns, nd grphc mgs, cmbnd wth cntrllng frc f blck, wht, nd clr. Swn, ln, Hw T Undrstnd nd Us Dsgn nd Lyut, Nrth Lght Bks, Cncnnt, h, 1987, p. 11
Th purpss f dvrtsmnts r: (1) t ttrct ttntn t tslf; (2) t nlst th vwrs ntrst; (3) t shw th vwr mns f stsfyng wnt r nd thrugh purchs f th prduct r srvc. f th dvrtsng dvcts n d, th d s dsgnd t crt n ffnty fr tht d; (4) t cnvnc th vwr t buy th prduct, srvc, r d; (5) t shw th vwr hw nd whr t buy th prduct r srvc r t tk sm spcfc curs f ctn. Nlsn, Ry Pul, Th Dsgn f dvrtsng, Wm. C. Brwn Publshrs, Dubuqu, w, 1973, p. 32 t s rdly pprnt tht th bst wy t prmt n dvrtsmnt s t crfully crft n rt wrk t crry th mssg t th ntndd udnc.
TV cmmrcls must vrcm tw mjr hndcps, n bng th hstlty th udnc hrbrs fr ths knd f dvrtsng, nd th thr bng th xcss numbr f cmmrcls prvlnt n ny gvn tm prd. bd., p. 192 Thr r thr mjr ctgrs f cmmrcls: (1) th stry; (2) th slc-f-lf cmmrcl; nd (3) th tstmnl. Th prmtrs usd t vlut th cmmrcl r bsd n th fllwng: (1) wht kng f prsns s th cmmrcl?; (2) d thy undrstnd t?; (3) d thy rmmbr t?; (4) ds t ltr thr pnn f th prduct?; (5) wll thy buy th prduct?. bd., p. 193 Ths r prmtrs tht th cmmrcl rtst must dhr t whn h dsgns cmmrcl. ny typ f dvrtsmnt, whthr f th prntd mdum r th lctrnc mdum, rqurs rtsts wth gd blts t dsgn ntllgnt mtrl s tht n ntndd udnc cn b nducd t ct n sm mnnr.
Pstrs cnvyng vsul mssg, hv bn usd fr svrl thusnd yrs. Hnc, pstrs r rlly nthr dvrtsng md. Th Hmmurb lw cd s n f th rlst pstrs knwn n hstry. t ws nscrbd n drt stl, ght ft n lngth ( grnt rck), nd cntnd twnty-n hrzntl clumns bv whch pprd bs-rlf f Kng Hmmurb nd th Sun Gd wh dlvrd t hm th lws f th Kngdm. Ths rlst pstr s dtd smwhr btwn 2067 nd 2025 BC. Hllr, Bvs, Pstrs, Wdnfld & Nclsn 5 Wnsly Strt, Lndn, nglnd, 1969, p. 11
n rly nntnth cntury nglnd, lmst ll pctrl pstrs wr f th lttrprss-nly knd. whch ld t dffcults wth sm f th lltrt Lndn bll-stckrs wh tndd t stck th pstrs upsd dwn. brkwy frm th nn-pctrl pstr ws ld by th Ryl cdmcns, mmbrs f th Pr-Rphrlt ctr, th St. Jhn's Wd Clqu. n 1871, Frdrck Wlkr dsgnd pwrful pstr fr Wlk Clln's Wmn n Wht, stg dpttn t th lympc Thtr. ngrvd n wd by W. H. Hpr, t shwd hvly drpd wmn wth hr fngr t hr lps pnng dr n t strry nght-- gd dvc fr drwng th y nt th pstr nd fr hldng t thr by mystry nd suspns. bd., p. 23 Wlkr s qutd s syng m mprssd n dng ll cn wth frst ttmpt t wht cnsdr mght dvlp nt mst mprtnt brnch f rt. Wlkr's frnd Hnry Stck Mrks, bst knwn fr hs pntngs f bdrggld strks, dsgnd `Mnks Shvng' s pstr fr Prs Sp. t ws mst unfrtunt tht dvrtsrs gv t th rthr npprprt cptn: ` hv fund (t) mtchlss fr th hnds nd cmplxn.' lthugh th pctur s dmnnt, th pstr shws n cncptn f th prduct nd th mssg s lst. bd., pp. 23-26 n ffctv pstr nds clrty f bth th pctur nd prntd mssg t b succssful. Th jvl dnr-ut, th mn f knwng plt, my pss by th mr pdntc pstr, but my gthr whr h shll fnd Brdux wthut stnt, r Chmpgn r rr lquurs. bd., p. 15
But t s nt fr nthng tht w lv n th g f dvrtsng, nd undr th rgn f th d cptndum. Crfty publshrs sd bk culd b ts wn dvrtsr. t sprtd th mst brllnt clrs lk muntbnk n prd; t md ts bd frm th wndw f th bkshp nd thrw dust n th ys f th crdulus pssrby. But hvn frbd tht shuld sy nythng drgtry f dvrtsng, whch s ncssty f ur dy nd th vry sul f busnss, spclly n bksllng. lxndr, rsn nd M. H. Splmn, H. C. Bunnr, ugust Jcc, Th Mdrn Pstr, Chrls Scrbnr's Sns, Nw Yrk, Nw Yrk, 1895, pp. 3-4 (Nt! Th 1895 Cpyrght Dt s ccurt) t s stblshd tht dsr fr dvrtsng vrrds rtstc ntntn n rfrnc t th llustrtn f bk-cvrs. n fct, th mr nsgnfcnt nd cmmnplc th bk, th ludr ws th cvr. Th vgu f ..................





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