Thursday, 25 September 2014

IP/WBL: Research - Conceptual Illustration: Part 2 - Advertising Illustration

What is Advertising Illustration?

Todd Alan Breland

Illustration which is used to persuade or manipulate an audience for political, ideological or commercial purposes. Most commonly to promote encourage the commercial success of a product or event.

Where does it come from?

Written advertisements are thought to have existed since as far back as the ancient Egyptians, however middle age Europe saw the rise of the use of images on signs as tradesmen needed  to communicate to the illiterate masses.

Joseph Christian Leyendecker - Kellog's Corn Flakes, 1915

Advertisements first appeared in print in newspapers in the 18th century. The first examples of modern advertisements, which used visual association and slogans to target a specific audience, appeared in the 19th century. Illustrations were used in adverts to visually express the desired qualities of a brand or product by it's owners towards their customers. Often trying to appeal and related to the upper class, these illustrations were often lavishly painted pieces.

What's it like now?

In 2010 worldwide spending on advertising was recorded as being $467 billion USD.

At it's core the purpose of advertising has remained the same, however in the last century its place in the commercial business hierarchy has sky rocketed as companies have become more aware of consumer psychology.

Graham Carter, Burning the Clocks Festival Brighton

We encounter advertising everywhere; posters at bus stops, on bill boards, mobile advertising on cars and buses, television, radio, newspapers, magazines, websites. And although illustration is no longer dominant in advertising, it still has it's place. 

Patrick Latimer (with FoxP2 Studios), 'School can't teach them everything' - 
National Geographic Kids Magazine

For illustrators work in this field isn't limited specifically to literal adverts, but can be extended to package design (specific products, supermarkets own, carrier bags)and branding elements (such as logos and company specific fonts, colour schemes or images.)

Emma Dibben - Food, Waitrose.

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