Many young people who aspire to do this job, along with smoking and psychotropic substances in the hallways of high school academies and various schools, they will ask how it is produced in practice an advertisement in a ' agency. Bando dunque alle ciance teoriche di cui vi rimpinzano manuali e professori, e ascoltate come funziona realmente questo magico processo che porta a intasare di parole patinate e immagini ritoccate le pagine di riviste e quotidiani. Come ogni giorno, alle due e venti del pomeriggio, il copywriter jr rientra in agenzia dalla pausa pranzo, insieme al suo inseparabile compare art director jr. E come ogni giorno, alle due e venti del pomeriggio, l'account jr, che non mangia MAI insieme ai creativi e rientra SEMPRE in orario, li sta aspettando entrambi da venti minuti con la sua cartellina in mano.
I tre si trasferiscono allora nella sala riunioni (se è vuota - cioè mai) o alla scrivania di uno dei tre (se la sala meetings is not already occupied by another trio with senior level in the agency - that is, always). Here, diligently, jr account summarizes the 128 pages of briefing the creative, explaining in detail the requirements of the customer about the appearance of your ad. Meanwhile, the junior copywriter keeps himself busy peering into account cleavage jr jr art director and making sketches for his comic online. When the account
Jr. finishes talking and walks away in filing her nails, usually no earlier than twenty-five minutes, neither has heard a single word about the work to be done. The established technique at this point requires that the copywriter jr brief peek into the idiot short little phrase written under the "main benefit and the paraphrases in three seconds flat in another little phrase even shorter and idiot (which will become the definitive headline of the ad).
The skirting jr art director and then deals with the three hours of play a lot (RPG in which, thanks to all the time stolen from the job agency, I lack little vicemaster to become one of the most noble guilds). For its part, the art director jr Indesign opens, choose a picture at random from the database of images provided by the customer - who with cunning way of saving is refusing to release wheat for the rights of other images, or worse, the fee of photographers and / or illustrators - and now it sticks to the head with a base character type helvetica or ms sans serif, then moved to work on the new board of his online comic, he for three hours.
When it is almost six, and fifteen minutes to the delivery of work, send e-mail copywriter jr jr article a paragraph of text copied hastily from the first page of the brief, Article jr paste it in the photo, it adds the label of the product in the lower right corner and voila, your ad is ready living.
At this point, in five minutes, the two choose another photo from the database, Article jr twists it with filters and retouching unlikely, Copy jr we add a sentence on the obscene and surreal moment, the brand of the product is added in the upper right corner and voila, your ad is ready ghost.
This is done only to see the pair of copy-sr and art (if it is off to hell) to the creative director, approving praising the creative capacities of the subject - after the announcement ghost was built for this sole purpose - while the first goes straight into the hands of the customer's account and then jr, both soddisfatissimi the crap that is passed immediately to the printer, without requiring additional efforts to amend the duo Jr. - of the rest 'living proclamation was built for this sole purpose.
Così, alle sei in punto, dopo l'ennesima massacrante ma appagante giornata di lavoro, il copywriter jr e l'art director jr arrancano verso le rispettive magioni, mentre in basso scorrono i titoli di coda: "Arrivederci alla prossima puntata su come viene realizzato in pratica uno spot radio".
p.s.
Non sono stronzate.
Almeno dove sto io funziona davvero così.
Lo giuro.
