Illustration
If you want to be an illustrator, you should already know that you have the talent and skill to draw exceptionally well. Providing that skill and talent are a given, then you will need a thorough grounding in design principles and extensive experience with a variety of drawing mediums. Beyond that, every illustrator hopes for two things: to develop a unique and recognizable style, and the creative ability to approach each assignment with a fresh and unusual point of view. Illustrators who simply draw well or render objects accurately will not find a ready market for their work. Photography is a constant competitor when it comes to depicting reality. Illustration, to be a valuable substitute, must go beyond what a photograph is capable of portraying-it must radiate an aura of the illustrator's inner vision in a way that a camera cannot begin to capture.
Photography
Photographers who work in advertising produce photographs that either depict an image of a client's product, service, or the end user the client is trying to reach. The kind of photograph (i.e., black and white, color, subject matter, and viewer appeal) that will be used in an ad is most often determined by the art director. The photographer may be asked to contribute opinions and ideas about the photographic concept, but final judgment is generally reserved for the art director. However, the photographer's expertise is counted on when it comes to the technical elements of the finished photograph, the lighting, and the atmospheric quality the photographer is able to achieve.
Videography
Video is rapidly becoming an important adjunct to agency business. At one time, television commercials were exclusively shot on 16mm or 35mm film, edited, and then transferred to videotape to enable the stations to air them. But now with the tremendous improvements in the reproduction quality of videotape, many commercials are exclusively produced in video format. Since video is considerably less expensive than film, this has enabled agencies to offer quality television commercial production to clients whose budget restrictions had previously prevented them from considering this medium.
Film production is still the first choice of agencies whose clients can afford to use it. The clarity and trueness in color still cannot be matched with video. Although the average television viewer usually cannot tell the difference when they watch a local car dealership spot produced on video followed by a filmed commercial for a national company like Coke, Pepsi, or IBM, it is glaringly apparent to the trained eye. But video is definitely here to stay, and the future promises that the quality improvement in video production will continue at a rapid pace.
Typesetting
Typesetters are the backbone of the advertising industry. These are the people who set the type used in print ads, brochures, catalogs, annual reports, logos, signage-anything and everything that contains printed words.
Typesetting methods have become highly sophisticated in the past twenty years. This is due to rapid advancements in computerized digital typesetting equipment and expansion in the design of fonts and special display type. In addition, typesetting equipment is now able to manipulate type to create dramatic effects such as distortion, slanting, and setting type on curves, circles, and angles. This has allowed the typesetter and graphic designer far greater latitude in their creative expression.
Typography
The study of typography includes the history of type, how to design type styles, and the use of type as an integral part of graphic design. Professional typographers often specialize in the design of typefaces, or some become graphic designers who concentrate on the use of type as the main design element in their work.
Verbal types
Verbal types love words-written words, spoken words-any words at all. They think in words-not images-unlike their visual counterparts. Some say verbally-inclined people are dominated by the left side of the brain where symbolism, logic, and sequential thinking takes place. I do not know for sure about that, but I do know that verbal types seem to possess more than their share of logic, and they are definitely sequential thinkers (one thought leads to the next, which leads to the next, and so on).
Because of their fascination with words, as small children these verbal types were the ones who could not wait to get their first library card. When they did, these young verbals carried home armloads of books and would often hide out in the quietest part of the house, happily reading the day away. Meanwhile, their little visual friends were out playing ball, climbing trees, or drawing all over the sidewalk. Verbals usually emerge as adults who have a strong interest in literature-whether that involves writing, reading, or critiquing it. They may be drawn as well to foreign languages or the study of any discipline that requires a great deal of reading or writing. With their highly developed sense of logic and sequential thinking, verbals may also lean towards mathematics and science. But remember that few people are all verbal or all visual in orientation and thought process. Most are a bit of both with a strong inclination one way or the other.
Like visuals, verbals are also often drawn toward the arts. Many yearn to become playwrights, novelists, or poets. Also like their visual siblings, they have been told that writers cannot earn a decent living. So, verbal turn to advertising, public relations, publishing, journalism, teaching and all those other equally respectable word-oriented professions. Those that do choose advertising usually find themselves in one of two job specialties: copywriting or research.
