CA 146 - Advertising Design (4)
- Prerequisite: CA 100, 101, 123, 132, 135
CA majors only. An advanced design course for planning and producing promotional and advertising material primarily for print media in consumer advertisements, direct advertising, point of purchase and public relations. Emphasis is on art direction and techniques used in the development of an ad campaign. Topics will include web and social media issues. Students may enroll 2 times for a maximum of 8 credits.
4 hrs. lect. per week
Student Learning Outcomes
Upon successful completion of CA 146, the student will be able to:
- Understand and use the vocabulary of advertising. design, printing, and related fields.
- Perform on an advanced level the various steps of the advertising design process; investigate client needs, do marketing research, define the advertising design problem, problem solve, develop an idea / concept, do thumbnails, roughs, comps and presentation art, finish production of mechanicals and final art, designate printing and paper specs, oversee printing and production bids, do quality control, and billing.
- Recognize and apply the principles of quality advertising design to assigned projects, developing concept, writing the script, designing layout, typography, and visual images. Communicate a client's message to an audience. Select media. Position a product or service to fit the client's campaign or project.
- Select appropriately from various technical alternatives to achieve professional design solutions.
- Demonstrate skill and experience with tools and equipment and services to integrate ideas and production techniques, including computers and design electronics, paper sources, pre press production and service bureaus, video and film production services, and printers.
- Demonstrate skill and experience in listening to clients, peers, and supervisors, in writing technical specifications, project objectives and reports, in delivery of convincing oral presentations.
- Regularly experience the experimental play and risk taking important to creative innovation in advertising design.
- Understand the requirements to investigate projects in the various Advertising Design applications;print (includes publications, books, newspapers , etc.), collateral (includes packaging, point of purchase, exhibits, specialty advertising materials), radio, television, campaigns, national and local markets. (Advance under- Standing of film and video graphics, computer graphics, environmental signage and graphics. exhibition and display design requires study outside the contents of this course.)
- Understand the impact of the computer in multimedia, the internet, and telecommunications in creating a new direction and market for contemporary advertising design.
- Demonstrate professional ability and growth with completion of advertising design samples appropriate for the final graphic design portfolio.
- Meet deadlines, organize time, maintain schedules and demonstrate flexibility.
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