© Gary Cox 1990

When the artist expresses something he or she wants to say, without being influenced by anything other than the creative process, it is "art." When the artist is hired by an business to help that business either better express itself or to simply take on the responsibility and work of communication, that is "advertising.

In the second case, the artist is required by common fiduciary law to: a) act in the best interests of the client and not the artist, b) understand and be able to correctly express the intentions of the clients (See Strategy Statement), and c) openly and honestly predict both the potential of message alternatives and the actual result of the advertising, as best as it can be known.

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(If you're having trouble with any of this, drop me a note: gary@garycox.com )