Graphics In Advertising I - Graphic Art and its History

The word "graphic" is derived from the Greek word, grphikos, which means writing. Graphic communication is, thus, an art that conveys a written message. But there is ambiguity in this definition. A written message is not, it is juxtaposed with related pictures that may be printed.

Within the bounds of fine arts, graphic art is considered a subdivision, viz. printing making. When print-making leaves the bound of fine art and enters those of applied art, it becomes graphic art.

Modern user have simplified this term, christening it "graphics". Today graphic communication is not confined to printing. We find pictures and letters with a spoken message on television, film or video. The tittle of TV serial, and the special effects of advertisement or animation film are all graphic. These are all created by the human hand. Earlier, ink, brush, pen, etc. were used by hand to create a graphic. Now, in tune with the spirit of modern age, sophisticated equipment, including computers, is used to create a graphic.

Take the example of a rectangular photograph, which is not a graphic. The moment it edges are altered to a vignette (phototone faded with background) it's is called a graphic.

The same effect can be created by a computer by selecting a spray tool of a computer graphic package. In the electronic media, movement is the basic characteristic. A road map shown on the video screen maybe a graphic, but it will be effective only if the direction arrow is moving. This movement is also part of a graphic,, where as a complete video film is not a graphic. In the same way, and animation film is a graphic, as all the frames are drawn manually or mechanically.

Graphic is also is defined as a process of repressing a 3-dimensional entity on 2-dimensional surface, using mathematical scales and projection.

A painting may be be called a piece of fine art. The moment it is used for a calendar it will be called graphic communication and the work will be called graphics. Why? because the original painting has been reproduced through some system. If you see carefully a reproduced painting, you will notice a number of dots in different sizes. Done mechanically, it is, again, a work of graphics.

Arthur Turnbull gives us a more academic definitions. "Graphic communication is the process of conveying messages by means of visual images, which are usually on a flat surface."

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