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Course Criteria
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3.00 Credits
This course surveys the evolution and achievements of advertising through the investigation of advertising trends, past and present. Lectures, visual presentations, discussions and research promote students' exploration into the leaders, agencies, events and campaigns that have influenced advertising, contributed to advertising innovations, and suggest directions in which advertising may be headed. Prerequisite: ARTH 100.
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3.00 Credits
Advertising, as an extension of marketing, needs to be understood in context with all aspects of marketing. This course starts with the introduction of the four Ps: product, price, place, and promotion, and then transitions into a deeper investigation of the latter of these principles. Presenting the rudiments of advertising and marketing in a way that is sensible and logical to the art director and copywriter, the course explains how the message, the target market, and subsequent positioning impacts the overall advertising effort. Projects are used as a primary tool for defining the principles. Prerequisite: ADVE 130.
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3.00 Credits
This course focuses on development of the skills required of an art director, concentrating on those associated with print-based advertising, specifically newspapers and magazines. Students learn to apply their creativity by translating marketing needs into innovative, effective advertising solutions through a series of challenging projects. In addition to developing their conceptual, verbal and design skills, students learn to direct the balance of various elements including page design, copywriting, typography, illustration, photography, and visual effects to facilitate the communication of a message. Emphasis is placed on creativity, execution, resourcefulness, teamwork and project management skills required to generate compelling, effective, media-based communications. Prerequisites: ADVE 130, and GRDS 233 or GRDS 243.
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3.00 Credits
Building on knowledge of copywriting fundamentals, this course enhances the student's ability to influence human thinking and buying behaviors through the power of the written word. The course encompasses advertising copywriting for newspapers, magazines, outdoor, posters, Internet, brochures, and miscellaneous categories, including non-traditional applications. Prerequisite: ENGL 204.
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3.00 Credits
This course expands upon the fundamentals of design and typography as it relates to the field of advertising. Students explore the use of design principles and typographic communication and how they both influence consumers. Through a series of class projects, students develop the ability to effectively use typographic and design centric solutions in all facets of advertising projects. Prerequisites: ADVE 304, GRDS 205.
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3.00 Credits
This course further develops the skills required of an art director by focusing on creative executions across multiple-media applications, including print, direct mail, collateral, outdoor, online and other media. Through a series of challenging projects, students apply their creativity by translating marketing needs into innovative, effective advertising campaigns that are enticing, integrated, and simultaneous. Emphasis is placed on creativity, execution, resourcefulness, teamwork and project management skills required to generate compelling, effective advertising campaigns. Prerequisite: ADVE 304.
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3.00 Credits
Contemporary advertising production issues and methods are explored through hands-on projects, presentations, and visits to professional sites. Using industry standard software, students learn to address and solve design production issues specific to the technical and material requirements of print advertising media. Students also learn how to select, plan, schedule, and budget for services required to produce successful creative advertising. Prerequisite: ADVE 304.
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3.00 Credits
This course explores the impact of popular culture on the field of advertising design. Through research, case studies, lectures and studio projects, students gain an understanding of trends and the relationship between cultural production and advertising. Students develop innovative strategies and effective solutions that successfully market products and ideas to a contemporary audience. Prerequisites: ADVE 348.
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3.00 Credits
Focusing on production of Web-specific advertising materials, students gain applied and theoretical knowledge of interactive advertising development. Through an exploration of the history and future of the infrastructure of the Web as medium for interactivity, as well as real-time interaction with professionals via real-time meetings utilizing the latest Web-cast conferencing software, students learn how to create effective advertising solutions and communications specific to the various online media. Prerequisites: ADVE 304, and GRDS 243 or ITGM 353.
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3.00 Credits
This course explores advertising design opportunities beyond traditional media. Students conduct a thorough analysis of the application of alternative media opportunities resulting from changes in demographic and cultural tendencies, environmental development and technological advances. Prerequisite: ADVE 304.
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