{"id":1041,"date":"2016-02-22T23:22:53","date_gmt":"2016-02-22T23:22:53","guid":{"rendered":"http:\/\/blog.ipp.edu.pe\/?p=1041"},"modified":"2018-04-26T12:11:08","modified_gmt":"2018-04-26T17:11:08","slug":"complementarse","status":"publish","type":"post","link":"https:\/\/www.ipp.edu.pe\/blog\/complementarse\/","title":{"rendered":"COMPLEMENTARSE"},"content":{"rendered":"<p><a href=\"http:\/\/blog.ipp.edu.pe\/wp-content\/uploads\/2016\/02\/COMPLEMENTARSE.png\"><img loading=\"lazy\" class=\"aligncenter size-full wp-image-1042\" src=\"http:\/\/blog.ipp.edu.pe\/wp-content\/uploads\/2016\/02\/COMPLEMENTARSE.png\" alt=\"COMPLEMENTARSE\" width=\"1000\" height=\"281\" \/><\/a><\/p>\n<p>El trabajo de creaci\u00f3n publicitaria requiere generalmente de un aspecto gr\u00e1fico y otro que llamaremos \u201cliterario\u201d. Pero para que ambos desarrollen sus respectivos campos se necesita la idea.<\/p>\n<p>Idea que puede ser gr\u00e1fica o literaria y que necesitar\u00e1 ir unificando criterios, hasta que los dos lenguajes, coincidiendo, expresen un concepto com\u00fan. Es decir, para ser muy sencillos, digamos que gr\u00e1fica y redacci\u00f3n deben complementarse y ser uno.<!--more--><\/p>\n<p>Esto que es tan importante para llegar al \u00e9xito, significa un tira y afloja en las respectivas ideas y en hallar la mejor de las maneras para comunicar con eficiencia.<\/p>\n<p>Ambos, redactor t director de arte deben pensar sobre su tema espec\u00edfico, pero adem\u00e1s tienen que pensar \u201ccomo el otro\u201d. De esta manera, el redactor tendr\u00e1 algo de pensamiento gr\u00e1fico y el director de arte, para ejercer una buena labor, no debe esperar por los textos. Van a cruzar informaci\u00f3n, van a cruzar miradas para conseguir esa mirada com\u00fan que los llevar\u00e1 a encontrar la idea y a desarrollarla correctamente en el aviso, el spot o la campa\u00f1a.<\/p>\n<p>De lo que se trata es de tener un \u201c<em>think tank<\/em>\u201d que con dos especialidades definidas pueda producir publicidad de primer nivel.<\/p>\n<p>Repito que habr\u00e1 discusiones, idas y vueltas, propuestas e intercambios. Son necesarios. Sin ellos no se conseguir\u00eda nada.<\/p>\n<p>&nbsp;<\/p>\n<p><strong>Manolo Echegaray.<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"<p>El trabajo de creaci\u00f3n publicitaria requiere generalmente de un aspecto gr\u00e1fico y otro que llamaremos \u201cliterario\u201d. Pero para que ambos desarrollen sus respectivos campos se necesita la idea. Idea que puede ser gr\u00e1fica o literaria y que necesitar\u00e1 ir unificando [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":1283,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[1],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v19.7.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>COMPLEMENTARSE | IPP<\/title>\n<meta name=\"description\" content=\"El trabajo de creaci\u00f3n publicitaria requiere generalmente de un aspecto gr\u00e1fico y otro que llamaremos \u201cliterario\u201d. Pero para que ambos desarrollen sus\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.ipp.edu.pe\/blog\/complementarse\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"COMPLEMENTARSE | IPP\" \/>\n<meta property=\"og:description\" content=\"El trabajo de creaci\u00f3n publicitaria requiere generalmente de un aspecto gr\u00e1fico y otro que llamaremos \u201cliterario\u201d. 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