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Page 30 text:
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26 Good advertising must attract attention, convey a thought quickly and clearly, and leave an impression which stimulates action . . . it sounds so simple and logical in Ad Theory class. All you have to do is to determine who buys it and why .. . what’s the appeal, medium, size and layout. To complicate matters further there are considerations of production processes, type specifications, space and color limitations. But most important of all is the time element . . . the best ad in the business is no good too late. Wheth- er it’s an ad or a booklet, a label or a package the rules still hold. Somewhere in that mound of tracing paper you have the answer.
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Page 29 text:
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OR. i} aS Products stylers for the greatest efficiency in form and function. Your life as an aspiring Industrial Designer is a process of constant inquiry: field trips to manufacturing plants, interviews with store clerks regarding the merits of products on the market, exchanging with each other your own plaster models of products to get reaction to their “feel”, ad infinitum. Then you rush to your board to turn out a rendering the night before it is due, only to discover that this phase of the problem keeps you occupied until the wee hours. Even on a weekend, you find this awareness remains with you, and you keep your nose in the air for new ideas. You also find yourself using your mind, hands and senses to criti- cally appraise, in off moments, all manner of objects within range. In short, you eat and sleep industrial design.
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Page 31 text:
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After gaining inspiration from Eric, Degas, or Boutet de Monvel, you hasten to your drawing board to capture their spirit in one of your renderings, which, at the moment, might be anything from an evening gown to a pair of ski pants. Each drawing demands special research in order to gain just the right relative touch for the background. It may be the Library, the Museum, Vogue, or the New York Times, but each in its own way, aids you in changing india ink and illus- tration board into a drawing filled with all the subtleties and glamour of modern fashions.
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