Arte Zuzendaritzaprestakuntza-mapa eta adituen pertzepzioa
- Iñaki Alegria (ed. lit.)
- Ainhoa Latatu (ed. lit.)
- Miren Josu Omaetxebarria (ed. lit.)
- Patxi Salaberri (ed. lit.)
Editorial: Udako Euskal Unibertsitatea, UEU = Universidad Vasca de Verano
ISBN: 978-84-8438-627-8
Año de publicación: 2017
Título del volumen: Giza Zientziak eta Zuzenbidea
Tomo: 3
Volumen: 3
Páginas: 139-146
Congreso: Ikergazte. Nazioarteko Ikerketa Euskaraz (2. 2017. Iruñea)
Tipo: Aportación congreso
Resumen
Creativity is essential in an advertising agency and defines the creative department. Art directors and copywriters are in charge of the creative process and ideas. The Art Director is the person responsible for the visual look and the layout of the ads, but little research has been conducted on this advertising professional. Research based on the subject Art Direction is of great importance, both to consolidate the subject and to give visibility to this advertising creative. Research has been carried out from the analysis of Advertising Communication studies in Spain and the survey conducted to lecturers and advertising professionals. Specifically, it examines the map of Art Direction training in degree courses and the perceptions of the experts about this training.