1.4A Creative people, bright future.
4A stands for American Association of Advertising Agencies. 4A Association has strict standards for its member companies, and all 4A advertising companies are large-scale comprehensive multinational advertising companies. The annual turnover of advertising companies that meet 4A standards must reach a certain standard, which is often a very high figure, and they must also abide by some 4A regulations and practices. For local advertising companies, the advantage of 4A is that it has a set of very standardized operation methods. The work in 4A is usually a large comprehensive project. What we consider is not one thing, but a line, which revolves around a certain core. In contrast, small design companies all provide a single service, perhaps for 4A or other customers. 4A has many excellent suppliers, and suppliers who can serve 4A must also have corresponding specifications and standards. Therefore, working in 4A company, you will be exposed to the top technology and the latest advertising communication methods. 4A' s scale and financial resources can make people realize ideas that are difficult for small and medium-sized advertising companies to achieve.
In 4A, we are not used to addressing designers. Whether doing art or copywriting, we are all called creative people. It doesn't matter whether you are a copywriter or an artist. Relatively speaking, it will be more difficult for art students to be creative directors, because the advertising industry needs your writing and oral expression skills, and you have to know something about the market. Therefore, copywriting is more accessible to the core of the business, while art students are mainly visual. To be a creative director, you should learn to write plans, learn how to express your ideas and learn how to implement them. Relatively speaking, the journey is longer.
Because this is a talent industry, the background of 4A education is not very important. Whether you graduate from undergraduate or junior college, the key is to see whether what you do is good or not. 4A Recruiting new people mainly depends on two aspects, one is that your idea is particularly good, and the other is your learning ability, because there are many things to learn after coming in.
4A Generally, fresh graduates are not employed. We need to have at least 1 year working experience, because during this year, the knowledge he gained is completely true, unlike what he gained in school.
In 4A industry, practical experience and talents are more important than educational background. 4A doesn't care which school you graduated from. When I went to college in Beijing Institute of Fashion Technology, the teachers and all aspects of graphic design in Institute of Fashion Technology were not strong at that time. When we were at school, we often envied how good the teachers of Central Arts and Crafts were and how well the works of technical secondary school students were done. But after entering 4A, I no longer think so. Everyone here is the same. The key is whether your work is good or not.
Newcomers should start with the most basic execution in 4 years. What do we call it here? Feed it and finish the manuscript. Next is the production designer, then the senior beauty finger, the group leader, and the creative director, with the executive creative director above. The executive creative director is more responsible for personnel.
There will be some differences in the salary of each 4A enterprise, but 4A also has a large salary standard. Generally, it costs two or three thousand yuan for newcomers to come in. Being a senior production designer costs 12,300 yuan. If you are the group leader, you will get 16000 yuan, and the creative director will range from 25000 to 60000. The creative director will go to the executive creative director at the meeting and get 1 10,000 to150,600.
In 4A, speaking is a very important ability.
And you must convince your customers and your colleagues through chatting, because we sell manuscripts, and if you want others to accept them, you have to say so. The job here is to chat. I can't chat, so I can only make designers in the end.
There is a lot to say, not only your own works, but also the works of others, such as those made by your staff or hired people. This involves the ability of evaluation and identification. We have some courses in the university, such as poster design and advertising design. After completion, there will be a centralized evaluation and display. I remember that at that time, few students would say that things were done, and I don't know how to say it. This can't be the case in an advertising company. What are the requirements of your whole work, who is its audience, whether it meets the requirements of the market, how much role it can play, and what are its characteristics and advantages compared with other works? Everyone has to say that if you can't convince your customers, especially conservative customers, people may refuse your design if they don't understand.
6. We need to know about movies, music and other art media.
To be creative in advertising, you must know about movies, because there are a lot of advertisements that need to be made into short films. In this way, you have to know the language of the film and how the director directs the actors to do it. We also need to know who is the most popular director and who is music and lighting. You need to know what kind of script is suitable for which directors to shoot. We don't look for a director to make a film, because the picture of the advertisement is more concise and pays more attention to composition. Some people who specialize in advertising films do a good job, and we will find them.
We don't need to know about movies like people who specialize in movies. The main thing is to know what the language of the film is, how the film is made, and how the shots are matched. We don't need to know much about the style and genre of movies. In a word, what we want is the most practical, because there are plenty of opportunities to practice. Make a short advertisement and write a script. It is difficult for us to write a script, but you have to be familiar with the language of the film, such as how to shoot, how to cut and shoot, and so on. When we write a script, we usually write a storyboard first, and then draw a picture. A popular way now is to make it flash, because FLASH is more flexible and easier to master. If this doesn't work, you can change it …
7. Expand the ways of expression and let students learn to express their ideas as soon as possible.
8. Proposition composition is a good way to exercise.
Proposition composition is a good training method. In our work, we will need to make many plans at the same time and choose the best one. When writing a proposition, we can find some cases, which can be found in some books. These cases have provided you with a complete picture, such as what the market is like, what the operation process is like, and what the creativity is like. Ask students to do these cases, and you will find that each student's homework is different, but in the same case, it is very convenient to judge and compare. Why didn't the teacher do it when we were at school? Teachers often ask us to design posters on topics of our own choice, and the criterion for judging them is whether they look good or not, which is entirely based on his personal aesthetic point of view and is not homosexual. Through propositional composition, students will also be more likely to see what others think, what kind of practice is better and learn more.
9. Dull basic courses become effective creative rules.
For example, when we talk about the course of plane composition, many people think this course is boring at school. In fact, the key lies in how you know many rules of this course, such as variation in plane composition. Changing one of the same elements can play a prominent role, which is also the most commonly used method in this advertisement, as well as other things. Methods are all * * *, and the key is how to use them flexibly. As teachers, we should take the initiative to grasp this.
The most basic requirement of graphic design major is execution, and I am very familiar with various operation methods and skills. Some people will switch to photography in the future. To be a graphic photographer, you have to cooperate with one or two big photographers and be their assistant for a year or two before you can do it yourself. A graphic student has his advantages as a photographer, because he pays more attention to composition and form, so he can get a good development in this industry.