The graphic artist working in the advertising department of a television station is responsible for all artwork and design required in a commercial. The individual is required to work with businesses that advertise on the station as well as station personnel, including copywriters, producers, directors, and salespeople.
The Television Advertising Graphic Artist performs a variety of duties. He or she is required to design commercial sets. Depending on the station and the number of people working in the department, the individual may just sketch out the set or may design it, paint it, and actually build or construct it. The graphic artist might be called in to decide what color the set will be, what color clothes actresses, actors, and models should wear, and lighting. The Television Advertising Graphic Artist is also responsible for designing and creating the graphics used in the commercial. These might include things such as the art or title cards for the ad. The individual may paint, draw, or use press type, computer type, and graphics to do the words, logos, and other art for commercials.
Graphic artists are responsible for deciding what kind, size, and color of type should be used in commercials and what color the background should be if and when words and graphics are shown on the screen. For example, if the graphic artist is preparing a piece for the conclusion of a commercial, such as the kind that sells old records via a tollfree phone number and accepting credit cards, he or she will have to make certain decisions. The color of the last screen with the call-in information must be selected. Type style and size for the phone number, address, and other information as well as the position and size of the logos for the credit cards must also be chosen.
The graphic artist works with a commercial project from the inception of the idea to the final taping. During this time the individual may change color schemes, type sizes, graphics, or set design if he or she feels it improves the commercial. The graphic artist needs to be proficient in all types of artistic design. Depending on the project and the situation, he or she may have to design, sketch, paint, draw, hand letter, or cartoon to achieve the necessary effects. Today a great deal of the design in television advertising graphics is accomplished with the use of computers. At times the individual may also use still photos or slides, working that medium into the finished ad.
The graphic artist may be responsible for developing and designing suitable logos for station advertisers. Creating an outstanding logo for a television advertiser is important for the graphic artist. If the advertiser likes the logo, he will use it in all his advertising - on other stations as well as in print ads. This will be helpful to the individual when attempting to climb the career ladder. The graphic artist working in the advertising department also does graphics for ads the station uses to promote itself. For example, he or she might design and do the artwork for newspaper, magazine, and billboard ads. He or she may be required to do typesetting or headlines, work with color separations, and prepare mechanicals.
The individual may also be required to do graphics and design for the promotional materials the station uses, including brochures, newsletters, and signs. In some stations the graphic artist may have additional duties working with other departments, including programming, news, marketing, or public relations. In these situations the individual would perform the same type of functions for the other departments - developing set designs, graphics, or art for print ads, brochures, or billboards. In small stations there might be one or two graphic artists on staff. In large stations there will be a number of graphic artists working. These individuals usually work on art and graphics in either the programming and news departments or the advertising and sales departments.
The graphic artist working in the advertising department of a television station usually works normal hours. If an advertisement or commercial is on a deadline, however, the individual may have to work overtime. Depending on the structure of the station and the advertising department, the graphic artist may be responsible to either an art director, if the station has one, or the director of advertising.
Annual earnings for graphic artists working in the advertising department of television stations vary greatly depending on the size, location, and prestige of the station and the responsibilities and experience of the individual. Individuals working in smaller stations or those with less experience may earn US Dollars 23,0000 annually. Graphic artists with more experience or those working in larger, more prestigious stations may earn up to US Dollars 48,000 or more a year. Most television stations augment salaries with fringe benefit packages.
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