... with the message or proposition, feels “is part of
me and I am part of it.” He or she should use it or become part ofthe cause or use it to express part of who they
are. Second, the expression of ... ofthe economy.
Breakthrough Advertising A Mix of Science & Art
Ernest W. Bromley
Bromley Communications
Chairman & CEO
The Artof Advertising
Advertising is a mix of science and art. ... through the clutter, engage the consumers, and persuade them to take an action or
purchase the product. At the end ofthe process, you need to get the results and learn from them. Don’t be
disheartened...
... before
directed, either to diffused day-light or to the direct rays ofthe sun. The light will now penetrate the white
parts, and the second photograph be the reverse ofthe first, or a true picture ofthe ... ofthe water from this bulb decreases the temperature ofthe mercury in the tube b in proportion to
the dryness ofthe atmosphere, and the number of degrees the tube b indicates below that ofthe ... the
ferro-citrate ofthe protoxide, or the peroxide of mercury, or ofthe protoxide of lead, by using creams of these
salts, or by successive applications ofthe nitrates ofthe respective oxides,...
... with the message or proposition, feels “is part of
me and I am part of it.” He or she should use it or become part ofthe cause or use it to express part of who they
are. Second, the expression of ... basics.
Table of Contents
Inside the Minds TheArtofAdvertising Leading Advertising CEOs on
Generating Creative Campaigns & Building Successful Brands
Brandtailing Advertising at the Speed of Smart
Breakthrough ... basics.
Table of Contents
Inside the Minds TheArtofAdvertising Leading Advertising CEOs on
Generating Creative Campaigns & Building Successful Brands
Brandtailing Advertising at the Speed of Smart
Breakthrough...
... see the extensive toolbar on the
left ofthe screen and the palette bin on the right. You can access Quick Fix by clicking
the Quick Fix icon found to the far right ofthe shortcuts bar, in the ... and do one ofthe following:
ã Click the Trash button at the top ofthe File Browser window.
ã Drag the files to the Trash button.
ã Press the Delete key.
ã Choose File Delete from the File Browser ... found at the bottom right ofthe Organizer (again, see
Figure 1.11). Move the slider to the left and the thumbs are shrunk, to the right and
they are enlarged. Obviously, the larger the thumbnails...
... in the Editor, this icon appears on the thumbnail
of the image in the Organizer.
By the way, the Organizer saves copies of your work in predetermined locations.
You can change the location in the ... you change the size of
the thumbnail displays via View in the File Browser menu bar, but you can change the
size ofthe entire window by placing your cursor in the lower-right corner ofthe win-
dow ... dragging the window to the desired size. To change the size of
the tab items on the left side ofthe window (Folders, Preview, and Metadata), click the
top, right, or bottom border and drag to the...
... Although the filter got rid of most ofthe smaller artifacts, the larger ones
remained. To get rid of these, I selected the Clone Stamp tool ( ) from the
toolbox. In the options bar, I selected the ... FACES
■
Enhancing the Color
It’s easy to enhance the color ofthe eyes. I use a method similar to the one I just
described, but instead of using the Dodge tool on the white areas ofthe eye, I use the
Sponge ... placed the brush over one ofthe eyes, and then clicked and held the mouse
without moving the cursor. The Bloat tool moved pixels away from the center
of the brush, effectively making the eye...
... percent ofthe sky this way
and stopped just above the top ofthe horse and the top ofthe rock talus. At
this point, I wasn’t very precise and some ofthe clone spilled over the horse and
the rock ... placed the cursor on the top far left ofthe image ofthe man and the horse and
“painted” the new sky. I started with a horizontal stroke, going from left to
right, filling in the top 33 percent of ... you click the
cursor on a color, that color appears in the upper half ofthe color rectangle to
the right ofthe color slider, with the sampled color appearing in the lower half
of the rectangle.
2....
... +V) the selection onto
the second image. He used the Move tool ( ) from the toolbox to position the
label in place. (See Figure 5.40.)
3. Will then used the Eraser tool ( ) to erase parts ofthe ... edge ofthe image window
(Windows) or by Option+clicking in the box next to the percentage readout, at
the bottom left ofthe image window (Mac). You can also get the image size by
going to the ... Layers palette, I set the
Opacity to 50 percent so I could see part ofthe underlying image. I then used the
Move tool ( ) to position the selection into place. I used part of my friend Joe’s
shoulder...
... clicking on them, and then painting the sampled areas over the cones
(shown on the left in Figure 7.8). Then she sampled parts ofthe wall and the
sidewalk and painted them over the sandwich ... and then changed to Hard Round
5 pixels as I worked on the wire near the windowsill and the wire near the top
of the roof. I chose a hard-edged brush because I wanted to keep the texture of
the ... with the wires on the left side ofthe image and use the Clone Stamp
tool to remove them. If you choose to use the Healing Brush tool, the method is basi-
cally the same. However, with the Healing...
... insertion bar in the
shape of an I-beam appeared at the point of clicking. I then typed in my letters.
The baseline of my type lined up with the small line through the bottom of the
I-beam. The I-beam ... I made the image on
the left the vanishing point. See what happens to the perspective? In an attempt to cor-
rect the perspective to the new point of view, the images to the right ofthe vanishing
point ... also offers control
over the amount of space between lines of type. This is called leading, and most
of the time the Auto setting in the pop-up menu is the way to go. Generally, the
higher the...
... include ICC color profiling.
With two views of your image, one showing the original image and the other
showing the effects ofthe compression, it’s easy to compare them and choose the opti-
mal setting. ... hence the smaller file size. The second
image (right) contains lots of high-frequency data in the form of thin strands of hair. It
takes a lot more work to compress this kind of data; therefore, the ... process, wait until the image has loaded (as indicated by the
status bar at the bottom ofthe work area) and then, when the image starts to be opti-
mized (again, as indicated by the status bar),...
... blocked the effect ofthe Levels command on
the mountain and sky areas ofthe image.
7. For the most part, the mask created by the Gradient tool was enough. However,
I did go back into the adjustment ... histogram in the upper right
of the Camera Raw plug-in window. The highlight values are shifted to the right and
are clipped by the edge ofthe graph, indicating loss of highlight detail. The tonal ... zoomed-in shot ofthe edges shown in Figure 10.20 illustrates how Photoshop
Elements adds variations ofthe Matte color to the edges ofthe graphic. Now when the
graphic is placed against the browser...
... release the mouse. Then Shift+drag from the right edge ofthe middle
image about
1
/
2
inch inward (to the left).
16. Turn off the visibility ofthe middle image if necessary to see the image on the
right. ... visibility ofthe top layer to see the leftmost
edge ofthe middle image; do this by clicking the eye icon next to the top layer.
15. On the left edge ofthe middle image, Shift+drag inward (to the ... the Web, start by selecting the
images you want in the gallery before clicking the Create icon. Otherwise, the applica-
tion will assume you want all the images from the catalog included in the...
... palette bin by
grabbing the gripper at the bottom ofthe palette. You can also dock palettes together
on the work area by dragging one palette’s tab onto the body ofthe other palette (see
Figure ... the resolution is 72ppi.
This view takes into account the resolution ofthe image, as well as the
resolution ofthe monitor. Two images can have the same height and width
in pixels, but if the ... magnification ofthe image. Change the color ofthe view box
by selecting Palette Options from the More pop-up menu.
Hand Tool
The Hand tool ( ), located in the toolbar, is used to move the image...