It is the problem of this thesis to study recent commercial graphic arts materials and procedures, and to suggest some creative uses of them for college and university advertising art programs.

This thesis concerns the utility of including the art of hand lettering in a curriculum of a university advertising art program. Data secured from 155 questionnaires sent to 266 advertising firms in five states were analyzed by simple descriptive statistics including frequency counts and percentages. Two hypotheses were examined, and it is concluded that hand lettering is still needed in advertising art and should be taught in university art programs.

La investigación es desarrollada para conocer cómo se ha cambiado los roles de la dirección de arte publicitaria por medio de la incursión de Instagram. Ello, será analizado en base a las piezas gráfica, ya que es donde se plasma el trabajo del director de arte publicitario. El contexto gira sobre el mercado de comida saludable. En cuanto al público de investigación son los profesionales que intervienen en el proceso de la elaboración de las piezas gráficas para Instagram, para ellos hemos escogido a tres perfiles los directores de arte, redactores creativos y los community manager. La metodología que se aplica es de tipo cualitativa, ya que ayuda a conocer la perspectiva de los profesionales sobre el tema. Además, la técnica usada es por medio de entrevistas a profundidad. El objetivo principal es analizar cómo se ha modificado los procesos de la dirección de arte publicitaria aplicados en los gráficos publicados en el Instagram de negocios de comida saludable. En cuanto a los resultados veremos cómo ha variado el tipo de contenido, estructura de publicaciones, designación de labores a los profesionales, tiempo de ejecución, actualizaciones digitales y la flexibilidad en la composición de la pieza gráfica. / The research is developed to learn how the roles of advertising art direction have changed through the incursion of Instagram. This will be analyzed based on the graphic pieces, since that is where the work of the advertising art director is reflected. The context revolves on the healthy food market. As for the research public, they are the professionals involved in the process of creating graphic pieces for Instagram, for them we have chosen three profiles of art directors, creative editors and community manager. The methodology that is applied is of qualitative type, since it helps to know the perspective of the professionals on the subject. In addition, the technique used is through in-depth interviews. The main objective is to analyze how the advertising art direction processes applied in the graphics published on the Instagram of healthy food businesses have been modified. As for the results, we will see how the type of content, publication structure, designation of laboratories to professionals, execution time, digital updates and flexibility in the composition of the graphic piece have varied. / Tesis

In the 1960s, art and business engaged in a sweeping but now largely forgotten romance. Corporations rushed to install art in their foyers and on their urban plazas. Many bought or commissioned works of art to display inside their factories and offices. They reproduced art in their advertisements and annual reports, and profiled it in press stunts and photo ops. They developed promotional art exhibitions that toured across the country and around the world. This dissertation considers how such artworks supported – but also sometimes disrupted – the marketing, public relations, lobbying and personnel strategies of large-scale corporate enterprise. By reconstructing this diverse field, this dissertation contends that art was a key tool for the burgeoning ‘persuasion industry’ of the sixties. Both in the United States and further afield, artists and businesses worked together to make artworks function as ‘forms of persuasion’, instruments by which the consensus of the corporation’s constituents – workers, consumers and regulators – could be secured. The case studies focus on range of companies active in this field, exploring the phenomenon in three thematic chapters, covering the use of pop art by the packaged goods business, the role of abstract painting in the workplace and the value of metal sculpture for the steel industry. It is argued that the practices described through these examples represent a defining cultural phenomena of sixties art, one that challenges the conventional art historical alignment of its avant-garde with the decade’s famed radical politics, protest and counterculture.

This study aims to analyze how industrial design as a profession and discipline has been presented to the public in Turkey. The object of the study is constituted by the popular home style magazines which increased rapidly in number through the dynamics of the post-1980 period. These publications have been inspected in the scope of the research and their in constructing and shaping public awareness about design culture has been the focus of the study. The main theme of the thesis is focused on the analysis of Turkish social values which changed after the 1980s and on how the magazines handled the subject of design, and the qualities which they highlighted in the presentation of the products. In addition, the roles which were ascribed to design and to the designers in terms of the newly calibrated consumption values, have also been discussed. The socio-political and economic transformations of the post-1980 period constitute the contextual framework of the thesis.