Analysis Of Art & Copy

Art & Copy does a good job using likeable, personable, and trustworthy individuals who work in the advertising business, to grow the advertising industry. By using this method to showcase advertising, Director Doug Pray, brings the nicer side of advertising to film, while ignoring the heavier “dirty” side. This film glorifies the importance of creativity and the glamour of the industry without deviling deeply into the process, and the interviewees play into this romanticism.

This film written by, Director Doug Pray, is a documentary that looks inside the world of advertising agencies, the creative minds who have shaped them, and the world of commerce they have defined over the last fifty years. This film takes some of the most popular advertising

It does not show bad clients, no young people working until three in the morning, sweating a project, not even a speck of dust in Goodby Silverstein, and Partners or Wieden + Kennedy’s impeccable workspaces. The only instance of mess seen in this film is David Kennedy’s office, because he keeps everything he has worked on. Everything about the workspaces in these offices seem opening and inviting, to allow creativity to flow, which is the point for the atmosphere. However, these offices are cleaned up for filming, and would otherwise more likely be messy with papers strewn about.

The closest Art & Copy comes to grit and dirt is the silent posting of statistics about the advertising industry (most important of all is the statistic stating that “Eighty percent of all ads are produced by four global holding companies,”) at the end of this film. However, these statistics often feel like an afterthought, mere abstractions held up against individuals telling their stories of glory and prosperity in the

Examples would be, “Give people an idea they can’t resist,” “Start with something true,” and “bring out people’s feelings, with likable emotions.” I liked that this part of advertising was discussed in this film. How the agencies use people’s emotions to sell a product is important, but the moral and ethical implications of advertising are not answered by Art & Copy because the film is an advertisement for advertising.

Art & Copy does a great job to grow the advertising industry. They use likable people who work in the industry, showcase the fun and glorious aspects, and they don’t delve to deeply into how the process of creating advertisements work. The director also ignores how long and difficult the process is, bad campaigns, false advertisement, uses statistics as an afterthought, and doesn’t show the messy side of this industry.

It is important to have a clear view of all aspects in the advertising industry. By only showing the good, people who go into this business will be surprised. The time-consuming work of creating and developing a campaign is an important aspect of this industry. Campaigns aren’t created in just a few hours, and it is not a 9-5 job. That is why I believe that the director should have investigated and created a more thorough film about the advertising