The Role of the Graphic Artist in an Advertising Agency
Sir (Dr) Godwin Ogheneruemu Irivwieri Ksji
Abstract
This paper focuses on the role of the Graphic Artist in an Advertising Agency. Ever since the use of the computer
as a design tool in the advertising industry, the place of the Graphic Artist has been contentious. It is on this
backdrop that the writer tends to highlight the enormous role and the indispensability of the Graphic Artist in an
Advertising Agency. With a review of a number of literatures, the subject content of both Graphic Arts as a
discipline and the Evolutionary Trend of the Advertising Agency were clearly stated. The findings reveal that the
Graphic Artist’s functions come under the creative department in the organizational structure of the Advertising
Agency. He translates the broad outlines into ideas for advertisements producing visual concepts, slogans, copy
and storylines for all media and for support materials. By and large, the Graphic Artist is a formidable force to
contend with in the realization of the stated goals of the Advertising Agency in any economy.
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