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Page 82 text:
On one occasion Franklin D. Roosevelt
aptly said, "lf I were starting life over
again, l am inclined to think that l would
go into the advertising business in prefer-
ence to almost any other. This is because
advertising has come to cover the whole
range of human needs and also because it
combines real imagination with a deep
study of human psychology."
Harvey Schaefer, professor of art and
Cylilglldfcj-1 dvi lfisears
By Elaine Nevelow
Illustrated by Steve Fischer
instructor of Art 42-45, unquestionably
agrees with FDR. on this subject so
important to his way of living and think-
ing. Advertising has far-reaching psycho-
logical effects on the people who come in
contact with it and one can't help being
touched by it in some way. Every response
that one makes to anything he hears or
tastes or senses in any way has already
been affected by advertising. As Prof.
Schaefer puts it, advertising "influences
you from the time you open your eyes in
the morning to the time you go to sleep at
night. lt even bothers you during sleep if
you're a heavy dreamer."
Advertising either tickles you softly or
slaps you in the face. Whether the
graphics artist wants to subtly lure you
into buying something by using soft,
flowing colors and designs, or wishes to
shock you into buying by throwing hot,
flashing colors and shapes at you, the
basic fundamentals are the same, the only
difference is in the approach. The artist
must learn the fundamentals of his trade
by taking several art classes which will
ultimately lead him into advertising
Prof. Schaefer says, "The purposes of
these advertising design classes are three-
fold: "First, these classes fulfill part of the
occupational program. Second, they pre-
pare students for a four-year college.
Third, they answer a need for the students
who enjoy art," Prof. Schaefer tries to
structure his advertising design classes so
that the individual student will feel as free
as possible to explore his own artistic
Prof. Schaefer strives to channel these
potentialities into practical avenues by
assigning projects like doing the cover for
next year's general catalogue, whose
theme will be the 25th anniversary ofValley
College. One of his other assignments is to
design a personal logo, which will serve as
an identification or trade-mark for the
student's individual style of work, and can
be thus used to enhance a one-man-show
of the person's work in a gallery or as a
decorative piece for an office, shop, or
One of the students in the advertising
design class, lilorina Castellanos, felt that
to make a personal logo that would reflect
her personality she would "have to be in
tune with what's happening" so she could
get her "message across." Miss Castellanos
has been interested in art since childhood
and took this class so that she could get
Ferril Nawil puts the finishing
touches on his 3D self-portrait.
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Page 83 text:
Prof. Schaefer examines a
sculptured balsa wood
3D personal logo.
the experience to obtain a job in her
fathers advertising company.
Some of the other students in the class
are not so fortunate as Florina Castellanos,
because they either have to attend a
four-year college after completing their
education at Valley or will have to hunt for
a job after finishing their two-year occupa-
Linda Rohett, another member of the
class, wants to go to a four-year college
after she fills the requirements for a
two-year degree at Valley. Miss Rohett is
taking this class to get some artistic
background, but she is much more in-
terested in interior design. Her personal
logo reflects this well, as she designed a
3D ceramic window with a shingled roof.
Karl johnson, a student in the advertis-
ing design class, told of his first experience
with the expression of art. "l was 7 or 8
when l drew a picture of what my mother
considered to be Tallulah Bankhead on a
piece of cardboard. Well, that's how I got
my start, and l've been interested in art
ii sp .
at Na--if i ll 3.
johnson believes it is essential to work
at what he likes and does best. "lt's better
to work in your field 24 hours a day and
get as much practice as possible than to
try and be an artist part-time and a cab
driver full time." Because of Iohnson's
earnest effort and enthusiasm in his field,
he has sold several of his own paintings.
The man who has instructed the adver-
tising design classes at Valley for nine
years finished high school during the
depression and went right to work as a
commercial artist. Prof. Schaefer aspired
for a teaching degree, but because of the
era he lived in, it was impossible for him to
afford college. However, with some
money saved up and the end of the
Prof. Schaefer scrutinizes
Karl Johnson's logo.
depression, it became feasible to think of
Aside from his teaching, Prof. Schaefer
is an accomplished artist. He has sold
several paintings, photos, knotting, and
numerous other forms of art. Prof.
Schaefer plans on taking a trip throughout
the western states on his sabbatical next
semester. His main objective is to shoot
photographic essays on the ghost towns of
the Old West,
Explaining his reason for
graphics design teacher, Prof. Schaefer
says, "lf I can influence young people to
take over where my generation
off, then we will have both improved the
general area of advertising and the taste of
the general population."
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