Socrates

"The only true wisdom is in knowing you know nothing." 

Socrates

"To find yourself, think for yourself."

Nelson Mandela

"Education is the most powerful weapon which you can use to change the world."

Jim Rohn

"Success is nothing more than a few simple disciplines, practiced every day." 

Buddha

"The mind is everything. What you think, you become." 

Sunday, 26 September 2021

REALISM IN ITALIAN NEOREALISM

What is Realism? 

Realism in general is difficult to define. 

According to Millicent Marcus, “realism is always defined in opposition to something else, be it romanticism in nineteenth-century literature, modernism in twentieth century art, nominalism in medieval philosophy, or idealism in eighteenth-century thought”.

Marcus also explains that all realisms “share certain assumptions about the objective world: that it exists, that it can be known, and that its existence is entirely separable from the processes by which we come to know it”. 

Authors and filmmakers attempt to portray the reality of daily life, but there is always a sense of artifice, especially in film.

Realism has played an important part in literature, and works that are considered realist allow the audience greater insight into a certain view of reality. In the world of written texts, much literature belongs to experiences that have been lived by the authors themselves

 Realism appeared in both literature and film under the term “neorealism” in post-war Italy. The term is often applied more to the world of film than literature, but it holds a place among Italian writers of the era. 

During the fascist rule there had been much political censorship, with the majority of works displaying fascist rhetoric. After Italy’s liberation, Italians were able to investigate their country and themselves and come to terms with the harshness and barbarity of war and “seek political renewal for the Italy that was taking shape out of the ruins of war” (GattRutter 533). 

One of the main issues facing writers in Italy at the time was the struggle between placing precedence over political beliefs or literary creativity. The authors who were considered neorealist urged a retelling of the Resistance and an individual’s responsibility to history. 

In the world of film, people were seeking an alternative to the films of Fascist Italy, such as fascist propaganda or “white telephone” films. Screenwriters and film critics alike wanted to return to reality, wishing to express what life was like for Italians in the dopoguerra.

 For them, realism in film was to be set against “expressionism, aestheticism, or more generally, against illusionism” (Marcus 4).The neorealists found their model in Giovanni Verga and the Sicily of verismo. Mary Wood writes that Verga’s verismo “depended on the evocation of particular geographies of place and atmosphere through the building up of detail”. 

 

Films of the neorealist period focused on the poverty and desperation throughout Italy following World War II. The neorealist films highlighted the social issues facing Italians  had not witnessed before. A response to the highly censured films of the Fascist period, neorealism took an apparently inglorious(disgraceful) approach to the daily lives of Italian citizens.

Neorealist filmmakers, in the words of Peter Bondanella, “were seeking a new literary and cinematographic language which would enable them to deal poetically with the  political problems of their time”. 




The stylistic characteristics of neorealism continue to have an influence on Italian filmmakers today, as can be seen in the recently released film Gomorra, directed by Matteo Garrone.


..........................................................

The traditional characteristics of neorealist films  included,  “realistic treatment, popular setting, social content, historical actuality, and political commitment” .

 With the fall of Fascism in 1943, Italian film makers embraced a new freedom that encouraged this direct and authentic style of moviemaking. 

Beginning with the films of Roberto Rossellini (1906–1977) and continuing in the work of Vittorio De Sica (1902–1974)


 The early films of Visconti, neorealism sought a more democratic spirit, telling stories of the lives of ordinary people with little or no moralizing. The settings were the streets and buildings of real cities, many of which still bore the scars of the war. The performers, even those cast in major roles, were often nonprofessional actors. If the films had a style, it might loosely be termed documentary (or realistic): they avoided subjective camera work and editing as well as romantic effects of lighting; they allowed scenes to play out in real time, however slowly or methodically; and they drew dialogue from the street, even when the source of a script was a literary text. Indeed, literary texts that inspired Italian neorealist films were themselves written in a vernacular style stressing common speech patterns and regional dialects.

 A neorealism film was characterized by the stories of the poor and working class citizens of Italy. The subjects of the films faced adversity and dire financial situations. However, out of the desperateness portrayed in the storylines of neorealist film arose a sense of hope for the future of Italy out of the ruins of the long war. The circumstances of the war are no longer present in Italy.

 

 


Golden age of Italian cinema extends roughly from 1943 with Rossellini’s Rome, Open City (Roma, Città Apperta) to 1952 with De Sica’s Umberto D. 

  • The neorealist films produced during this period are among the greatest in world cinema and include 
  • Rossellini’s Paisà (Paisan, 1946) and 
  • Germania Anno 4 David Gari" Zero (Germany Year Zero, 1947), 
  • the final two chapters in his War Trilogy; Sciuscià (Shoeshine, 1946) and
  •  Ladri di Biciclette (Bicycle Thieves, 1948) by De Sica; 
  • and an early formative film by Visconti, Ossessione (Obsession, 1943). 


These directors based their films on screenplays and contributions by such talented writers as

  1. Cesare Zavattini (1902– 1989), 
  2. Suso Cecchi d’Amico (1914–2010), 
  3. Giuseppe De Santis, (1917– 1997), and 
  4. the young Federico Fellini (1920– 1993). 


They provided the human stories and the ear for everyday speech so important in neorealist cinema. 

An intriguing political aspect of neorealism is its connection to Marxism and Antonio Gramsci (1891 – 1937). Although he wrote very little on cinema itself, his belief in the crossfertilization of politics and culture and in the importance of art as a catalyst for breaking down regional barriers and establishing national identity related directly to cinema. He viewed it as a populist art form capable of reaching a larger audience more easily and cheaply than theater could. 

Ironically, neorealist films were attacked by both the Italian Right and Left. From the Right came diatribes against the vulgar stories emphasizing unsavory characters, unemployment, poverty, and crime. From the Left came disappointment in neorealism’s failure to create a focused and coherent manifesto for changing society. 


With the arrival of Italy’s so-called economic miracle in the mid-1950s, the form and content of neorealist films lost much of their relevance and impact. 

A new group of filmmakers went to work, including Fellini, Michelangelo Antonioni (1912–2007), Pier Paolo Pasolini (1922–1975), and Francesco Rosi (b. 1922). 

cinema

https://www.youtube.com/watch?v=wpj52n7onK4

 

THEORY BEHIND REALIST FILM

  https://www2.bfi.org.uk/news-opinion/news-bfi/lists/10-great-italian-neorealist-filmshttps://www2.bfi.org.uk/news-opinion/news-bfi/lists/10-great-italian-neorealist-films



  https://core.ac.uk/download/pdf/210602578.pdf 

ADVERTISING AGENCIES - INTRODUCTION

The first Advertising Agency was William Taylor in 1786 followed by James “Jem” White in 1800 in London and Reynell & Son in 1812.

The History of Advertising Agencies

Originally, before the bona fide advertising agencies were born, ads were delivered to various media outlets through representatives who, in the early days of advertising, sold and re-sold advertising space with a markup. These were the humble beginnings of fully fledged advertising companies, i.e. agencies. With time, such individuals would take on more responsibilities: planning, writing, designing, and coordinating, plus an array of other services.

The first agencies date back as far as 1786 when William Taylor opened his office in London, today acknowledged as the first advertising agency in history. However, while the UK business is considered the precursor of advertising agencies in Europe, it was Volney B. Palmer who took the idea across the ocean.

Palmer opened the first agency on American soil in 1840. Adland: A Global History of Advertising cites Palmer describing the services he provided using the term “agent”: “the duly authorized agent of most of the best newspapers of all the cities and provincial towns in the United States and Canada, for which he is daily receiving advertisements and subscriptions.”

According to American marketing Association, "An Advertising agency is an independent business organization composed of creative and business people who develop, prepare and place advertising in advertising media for sellers seeking to find customers for their goods and services."

An advertising agency, often referred to as a creative agency, is a company providing services associated with creating, planning, and managing advertising campaigns, but may also handle other forms of promotion and marketing for its clients. Advertising agencies are generally independent, external companies working for their clients, which can include businesses, international corporations, non-profit organizations, and other agencies.

Traditionally, brands hired ad agencies to produce television commercials and run print campaigns in magazines, newspapers, and on billboards.


Advertising Agency performs following activities for its clients:

1. Planning: Advertising agency studies the product or services of clients to identify the inherent qualities in relation to competitor's product or services, analysis competition and marketing environment to formulate advertising plan.

2. Preparing: After the study of product, competition, and marketing environment the experts of agency has to write, design, and produce the advertisement, it is also called formulation of ad-copy.

3. Executing: Now, media is selected for time or space, ad is delivered to media, checked, verified, and released in media. After ad release payment is done to media and client is billed for the services provided.

FUNCTIONS OF ADVERTISING AGENCY

Advertising agency performs following functions:

1.       Contacting Clients:

Advertising agency first of all identify and contact firms which are wanting of advertising their product or services. Ad-agency selects those firms which are financially sound, makes quality products or services, and have efficient management.

 

2.       Planning Advertisement:

 Advertising agency's next function is to plan ad for its client. For ad planning   following tasks are required to be performed by ad-agency:

· Study of client’s product to identify its inherent qualities in relation to competitor’s product.

 · Analysis of present and potential market for the product.

· Study of trade and economic conditions in the market.

· Study of seasonal demand of the product

· Study of competition and competitor’s spending on advertising.

· Knowledge of channels of distribution, their sales, operations, etc. 

· Finally, formulation of advertising plan

 

3.       Creative Function: Creative people like - the copywriters, artists, art-directors, graphic-specialists have to perform the creative function which is most important part of all advertising function.

 

4.       Developing Ad-Copy: Ad-agency with the help of their writers, artists, designers, animators, graphic-designers, and film-directors prepares and develops Ad-copy.

5.       Approval of Client: Ad-copy is shown to the client for his approval

6. Media Selection and scheduling: It is very important function of ad-agency to select appropriate media for its clients. Ad-agency has to consider various factors likemedia cost, media coverage, ad-budget, nature of product, client's needs, targeted customer, and etc while selecting media.

 7. Ad-Execution: After approval, verification, and required changes, the ad-copy is handed to the media for ad-execution.

8. Evaluation Function: After execution, it is the responsibility of ad-agency to evaluate the effectiveness of ad to know how beneficial the ad is for its client.

9. Marketing Function: The advertising agency also performs various marketing function like- selecting target audience, designing products, designing packages, determining prices, study of channel of distribution, market research, sales promotion, publicity, etc.

10. Research Function: Ad-agency performs various research functions like- research of different media, media cost, media reach, circulation, entry of new media, information regarding ratings, and TRP's of TV programmes, serials.

11. Accounting Function: Accounting function of ad-agency includes checking bills, making payments, cash discounts allowed by media, collection of dues from clients, Advertising and Sales Promotion Page 29 payment to staff, payment to outside professional’s like- writers, producers, models, etc.

 

Role of Advertising Agency

The major role as advertising agency is to work alongside the clients to develop and sustain the brands that they mutually serve, through consumer understanding and insight and through creative and media delivery skills to provide best advice and the best execution thereof to those clients for the advertising of those brands.

 “A product is something that is made, in a factory: a brand is something that is bought, by a customer.A product can be quickly out-dated; a successful brand is timeless."

The role of advertising and the advertising agency is to help effect this transformation from product or service to brand by clearly positioning the offering to the consumer - its role and its benefits -

Most advertisers assign this job of informing the target audience and creating images to advertising agencies. Thus, the advertising agencies plan, prepare and place ads in the media.

 "Buildings age and become shabby. Machines wear out. People die. But what live on are the brands." Brands are much more than mere products and services. Brands, if successful, are clearly differentiated entities with which consumers can and do form a mutually beneficial relationship over time, because of the values -rational and emotional, physical and aesthetic - that consumer derive from them.

· Creating an advertise on the basis of information gathered about product

· Doing research on the company and the product and reactions of the customers.

· Planning for type of media to be used, when and where to be used, and for how much time to be used.

· Taking the feedbacks from the clients as well as the customers and then deciding the further line of action All companies can do this work by themselves. They can make ads, print or advertise them on televisions or other media places; they can manage the accounts also. Then why do they need advertising agencies? The reasons behind hiring the advertising agencies by the companies are:

· The agencies are expert in this field. They have a team of different people for different functions like copywriters, art directors, planners, etc.

· The agencies make optimum use of these people, their experience and their knowledge.

· They work with an objective and are very professionals.

· Hiring them leads in saving the costs up to some extent.

 

THE IMPORTANCE OF AN ADVERTISING AGENCY:

The reason can be enlisted as follows:

a)       EXPERTISE AND EXPERIENCE- An advertising agency brings together people with the required expertise and experience of the various sub-disciplines of advertising. Thus, it has the copywriters, visualizes, researchers, photographers, directors, planners and people who get business and deal with clients working in ad agencies. An agency moulds all these people into a team and gives them a highly conducive work atmosphere. The agency makes the best use of their talents and experience to deliver rapidly, efficiently and in greater depth than a company or organization could do on its own.

 

b)      OBJECTIVITY AND PROFESSIONALISM- Advertising agencies are highly professional. Objectivity is a major virtue of ad agency. They operate in a strange way. While they take up advertising for others, agencies hardly advertise themselves. Ad agencies being outside intermediaries can be objective. They thus will offer independent and detached viewpoints and suggestions based on objective analysis.

 

 

c)       COST EFFECTIVE- If an organization wants to hire people to do its advertising, it cannot provide them work all through the year. Also, most experts in the fields of advertising like directors, musicians, photographers, charge huge amounts and are often not affordable. Moreover, hiring, organizing and managing all talents required to produce advertising campaigns is not an easy thing. And the fact that 98% of advertisers the worlds over hire as agencies is proof enough about the cost effectiveness of the agencies. Also, the kind of consistent, powerful and compelling advertising that can be created by using the expertise, experience, objectivity and professionalism of ad agencies cannot be measured economically.

 

 

a)                  TYPES OF ADVERTISING AGENCIES

There are basically 5 types of advertising agencies.

 

1.       Full service Agencies

§ Large size agencies.

§ Deals with all stages of advertisement.

§ Different expert people for different departments.

§ Starts work from gathering data and analyzing and ends on payment of bills to the media people.

 

2.       Interactive Agencies

§ Modernized modes of communication are used.

§ Uses online advertisements, sending personal messages on mobile phones, etc.

§ The ads produced are very interactive, having very new concepts, and very innovative.

 

3.   Creative Boutiques

§ Very creative and innovative ads.

§ No other function is performed other than creating actual ads.

§ Small sized agencies with their own copywriters, directors, and creative people.

 

4.   Media Buying Agencies

§ Buys place for advertise and sells it to the advertisers.

§ Sells time in which advertisement will be placed.

§ Schedules slots at different television channels and radio stations. 

§ Finally supervises or checks whether the ad has been telecasted at opted time and place or not.

 

5.     In-House Agencies

§ As good as the full service agencies.

§ Big organization prefers these type of agencies which are in built and work only for them.

§ These agencies work as per the requirements of the organizations.

 

 There are some specialized agencies which work for some special advertisements. These types of agencies need people of special knowledge in that field. For example, advertisements showing social messages, finance advertisements, medicine related ads, etc.

 the Internet and online advertising technologies

 The rise of the Internet and online advertising technologies have given agencies access to unparallelled amounts of data about consumers and their online behavior. The resulting diversification of marketing options has become the main challenge for brands, influencing what they expect from agencies today. Because digital marketing creates vast amounts of information, new tools are needed to make sense of and leverage the data.

While many brands still think of ad agencies in traditional terms, specialized agencies increasingly explore opportunities offered by social media, display ads, retargeting, and content personalization. Online tracking and data-collection techniques have elevated advertising to a completely new level, allowing for efficiency unattainable with offline methods, but advertising agencies do not have to be software-development experts to remain competitive.

Today, AdTech companies build complex technologies for brands and advertisers, letting them fully leverage recent advancements in AdTech like demand-side platforms (DSPs). This offers targeting and data-analytics possibilities unheard of in the world of traditional advertising, combining data from both past campaigns, and an advertisers’ first-party data, and from third-party data sources.

Examples of Large, International Ad Agencies

Globalization of advertising and rapid growth of agencies started in the 20th century when American agencies began opening their overseas offices before the two World Wars.

McCann Erickson, established in New York City in 1902, opened its first European offices in 1927. South American and Australian offices followed in 1935 and 1959, respectively. Companies such as J. Walter Thompson adopted a strategy to expand in order to be able to provide their services right where their clients operated.

English agencies followed suit and also started to explore opportunities associated with globalization in the 1960s and 1970s. Overseas expansion offered access to new markets. Saatchi & Saatchi, perhaps one of the most iconic English agencies today, was founded in 1970 and rose to international prominence following relationships with clients such as British Airways and Toyota. This allowed them to build a network of offices worldwide.

Source: https://clearcode.cc/blog/history-advertising-agency/

OBJECTIVES OF ADVERTISING

 The fundamental purpose of advertising is to sell something - a product, a service or an idea. In addition to this general objective, advertising is also used by the modern business enterprises for certain specific objectives which are listed below :

These are:

 TO INFORM: Advertisements are used to increase the brand awareness and brand exposure in the target market. Informing the potential customers about the brand and its products is the first step towards attaining business goals.

TO PERSUADE: Persuading customers to perform a particular task is a prominent objective of advertising. The tasks may involve buying or trying the products and services offered, a favourable attitude towards the brand etc.

TO REMIND:  Another objective of advertising is to reinforce the brand message and to reassure the existing and potential customers about the brand vision.  Advertising helps the brand to maintain top of mind awareness and to avoid competitors stealing the customers. This also helps in the word of mouth marketing.

TO INCREASE SUPPORT: Advertising impliedly bolsters the morale of the sales force and of distributors, wholesalers, and retailers, to instill confidence in organization.
To stimulate sales amongst present, former and future consumers: It involves decision regarding the media, e.g., TV versus Print.

TO COMMUNICATE WITH CONSUMERS: This involves decision regarding copy.

TO PROJECT AN IMAGE:  Advertising is used to promote an overall image of respect and trust for an organization. This message is aimed not only at consumers, but also at the government, shareholders, and the general public.

Other objectives of advertising are.

· Brand Building

 · Increasing Sales

 · Creating Demand

· Engagement

· Expanding Customer Base

· Changing Customers’ attitudes, etc               

 

To introduce a new product by creating interest for it among the prospective customers.

To support personal selling programme.

To reach people inaccessible to salesman.

To enter a new market or attract a new group of customers.

To light competition in the market.

To enhance the goodwill of the enterprise by promising better-quality products and services.

To improve dealer relations.

To warn the public against imitation of an enterprise's products.

 

 

 


Wednesday, 15 September 2021

Layout’ in Advertising?

 Layout may be defined as the arrangement of the various elements of advertising such as illustration, text matter, product and name of the company.  The layout is a plan of an advertisement.

Layout is a plan, arrangement, overall structure, blue print of advertising copy. It arranges headlines, sub-headlines, slogans, illustrations, identification marks, text body etc., in a systematic manner. Attractive layout can help the advertisement to come out from mediaclutter (increased number of ads in media ) and gain attention of readers/ viewers.

 

 According to Sandage and Fryburger, advertisement layout is defined as “ The plan of an advertisement, detailing the arrangement of various parts and relative spatial importance of each is referred to as layout”

 

A good advertisement is a combination of both copy and art. A copywriter is responsible for the words, that is, the copy, whilst the art director is responsible for the illustrations and the layout

 

FUNCTIONS OF AD LAYOUT: The main functions of layout are

1) Assembling different parts: The main function of layout is to assemble and arrange the different parts or elements of an advertisement illustrations, heading, sub-headlines, slogans, body text and the identification mark, etc., and boarder and other graphic materials – into a unified presentation of the sales message.

2) Opportunity of Modification: The layout offers an opportunity to the creative teams, agency management and the advertiser to suggest modification before its final approval and actual construction and production begins.

 3) Specification for costs: The layout provides specification for estimating costs, and it is a guide for engravers, typographers, and other craft workers to follow in producing the advertisement.

 4) Brings together copy writer and Art Director: Every advertisement is the outcome of the contributions of specialists. The services of creative persons are required like visualizes or idea-men, copy writer, art directors, artists, photographer, type - setters, block-makers and the printer.

5) Guide to the copy specialists: Layout serves as a reliable guide to the specialists such as type-setters, engravers, printers and other craftsmen. These are the person who actually prepare the advertisement for use in print.

 https://www.blogger.com/blog/post/edit/4874643415262278560/979601353826674246

DESIGNING OF LAYOUT FOR ADVERTISEMENTS 

The design process serves as both a creative and an approval process. In the creative phase, the designer uses thumbnails, roughs, dummies, and comprehensives- in other words, non-final art- to establish the ad’s look and feel. The final illustration with the actual type in place along with all the visuals the printer will need to reproduce the ad. The approval process takes place throughout the entire design process.


1.       1. Thumbnail Sketches: The thumbnail sketch or thumbnail is a small, rough, rapidly produced drawing artist uses to visualize layout approaches without wasting time on details.

 

Thumbnail Sketch Definition in Art

“Thumbnail sketches are quick, abbreviated drawings, usually done very rapidly and with no corrections. You can use any medium, though pen or pencil is the most common. Thumbnail sketches usually are very small, often only an inch or two high.”


 


2. Rough layout: In a rough, the artist draws to the actual size of the ad. Headlines and subheads suggest the final type style, illustrations and photographs are sketched in, and body copy is simulated with lines. The agency may present rough to clients- particularly cost-conscious ones.



3. Comprehensive: A comprehensive layout is generally quite elaborate, with elaborate , with colored photos. At this stage, all visuals should be final.

4. Dummy: The artist assembles the dummy by hand, using color markers and computer proofs, mounting them on sturdy paper and then cutting and folding them to size. A dummy for a brochure, e.g., is put together, page by page, to look exactly like the finished product

5. Mechanical (paste-Up): The type and visuals must be placed into their exact position for reproduction by printer.

6. Approval: The work of copywriter and director is always subject to approval. The biggest challenge in approval is keeping approvers from corrupting the style of the ad.