The Art of Persuasion
Many in the advertising industry
think that "manipulation" is too harsh when describing their business.
They believe "persuasion" fits more appropriately. Chris Kloet '92 practices
that art of persuasion, and his Christian beliefs are intrinsic in what
"My worldview comes out in
my work," says Kloet, an art director at Foote, Cone & Belding, an
advertising agency in Chicago. "It helps me maintain the proper perspective
and not take things too seriously. I try to approach my job through the
consumer's eyes. I want to be sensitive to them while being creative, but
my goal is not to mislead them.
"I have never had to work
on a project that contradicts my beliefs, like a cigarette ad. There is
room for me to remain faithful to my values, and I appreciate that privilege.
In this business, it's easy to get caught up in what your employer or potential
client wants and compromise your morals."
Art takes on many forms,
and Kloet, a Trinity graduate with degrees in business and art, is looking
to invest more energy in photography. He laid the foundation for his career
by painting, and the College purchased one of his works, which hangs on
a wall in the Huizenga Library.
"I was doing different studies
in color and how values work with one another," remembers Kloet, whose
wife Deb (Wykstra) is a 1992 alumna. "I was honored that Trinity wanted
it. There was a deep sense of gratification and accomplishment, sort of
like when your mother puts your picture on the refrigerator."
Not overlooked by these alumni
are the examples of professionalism they saw in their classrooms. Some
professors were mentors; others were role models, but they all made an
"(Art and design department
chairman) John Bakker really helped me grow into a very skilled artist,"
Kloet says. "He pushed me to maximize my potential, stretch my limits,
and try new things. That kind of support was great for me as a student
and encourages me now as a professional."
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