chapter  20
8 Pages

DESIGNING A COMMERCIAL

Besides giving us time to dash to the kitchen for a snack, television commercials support programming that keeps us on the couch in the first place. Jean Carpenter, an art director specializing in commercials, says:

A commercial's objective is to sell a product, of course. By interviewing consumers and by analyzing sales and demographic data, advertising agencies create messages they hope will cause consumers to buy their product instead of a competitor's. Buyers' choices may not have any bearing on the intrinsic worth of

the product, but can simply be a response to the message and its atmosphere. The art director, then, as a participant in the creation of environments, helps sell products.