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Photoshop CS4 Down Dirty Tricks by Scott Kelby

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Chapter 6. Truth in Advertising: Advertising Effects

Truth in Advertising: Advertising Effects

This chapter is all about Photoshop effects you see in ads (on the Web, in magazines, etc.), and ads are a great place to find special effects because the ad agency gets to bill the client extra since these aren’t just effects—they’re “special effects,” and anything that’s special costs more money, so it’s hard to argue the bill when you get it. If you call up the agency and start screaming about a line item on your invoice, they’re going to come right back with something like, “Do you have any idea how much high-end special effects cost these days?” and then they’ll start using Hollywood movies ...

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