ADVERTISING - ART DIRECTION THE PROFESSIONAL FIGURE

Transcription

1 ADVERTISING - ART DIRECTION THE PROFESSIONAL FIGURE Advertising - Art Direction teaches students ways to create and spread messages used to promote and sell products and services. This course teaches the concepts of advertising through a series of readings, assignments, examples, and actual multimedia advertising campaigns. It s an introduction to both the theory and practice of advertising and provides important insights into how advertising is done, who does it, and the actual questions that must be solved. It provides a focus on what principles and practices make advertising effective - and via a rich and extensive support package, the learning process becomes exciting, meaningful, and effective. The course is designed to introduce the student to the advertising foundations and environment. We will discuss how advertising originated, and where it fits in today s marketing mix. Social issues, ethics, regulation, and responsibility are covered. This course also focuses on alternative media, animation and interactive TV. Students will become familiar with the consumer audience, account planning, research, and strategy. Print, broadcast, and interactive online media are all analyzed as well. The creative process for print, broadcast and direct response media are discussed, as well as the integrated marketing communication elements such as promotions, public relations, retail business to business advertising, international advertising, and the integrated campaign. If you ve ever dreamed of writing and creating clever ad copy, planning a media campaign, or selling advertising space, this may be the course for you. 1

2 1st YEAR ART DIRECTION I The intention to this course is giving to the student the communication tools and cultural background needed to be able to drive an art direction process in advertising. This requires analyzing of the style elements, their formal choices and their subliminal impact aspects, notions of composition, colour theory and some history of art references as cultural environments. GRAPHIC I The idea behind the course is to give the students a first approach to the basic knowledge to graphic design. From the very first class the course will give them tools to learn by practicing various exercises. HISTORY OF ART In this course, students will study the majority of art-historical movements from rococo to the European Vanguards. Each class will examine one artistic movement and will take into consideration not only visual images but relevant aesthetic writings, literature, poetry, political events and social issues. MARKETING This course offers an introduction to fundamental marketing concepts, to the orientation to the customer, the study of competence and the main virtues. The essential objectives deal with the knowledge of the key definitions and concepts in marketing; also the knowledge of the main activities in which marketing is used, the identification of applicable tools, techniques and strategies. This course also focuses on getting students familiar with marketing tactics (product strategy, price establisment, advertising, other ways of communication and distribution policy) and with marketing applications towards the creation and developing of an advertising campaign. PHOTOGRAPHY I Learning of photography basics. Understanding of the practical operations with different technical equipment and photographic material. COLOUR: THEORY AND TECHNIQUES Introduce the students to the role of colour in visual communication. Study technical aspects of colour and analyze how it works while transmitting cultural and semantic concepts. Experiment the application of colour with different techniques and on different areas of communication. DRAWING AND SKETCHING To use paper and pencil as a creative tool, this will allow them to brain storm ideas and concepts. Being able to render sketches which represent layouts and ideas in order to transmit a specific message to audience. 2

3 ILLUSTRATOR PHOTOSHOP INDESIGN The most important applications used in this field for basic production of digital images. Adobe Photoshop: Image digitalization and elaboration. Macromedia Illustration: vectorial graphics. INTRODUCTION TO COMMUNICATION Students should finish the course with a clear view about the role of communications within an organization (company, institution...) as a tool to interact with current and potential clients, suppliers, employees and society in general. They should also know the basics of how communications are integrated in the organization, how they are run, the different tools available, and, finally, have an understanding of what a communication plan is. LETTERING Learn the shaping of letters and know how to construct a font. Use and application of a specific font in communication projects. VISUALIZING The main objective in this subject is providing students all tools required for the comprehension and the use of visual language. PROJECT 1 Develop an advertising campaign based on what students have learned throughout the year. CREATIVITY Get to know the different ingredients and aspects of creativity, specifically in an advertising context. Learn a methodology and develop the creative capacity of students. Develop awareness of real and creative processes in agencies. Experiment with different tasks and creative projects. SEMINAR ADVERTISING PSYCHOLOGY To give an understanding of advertising as a way to influence consumers in their product usage, attitude and brand preference. Making psychologically effective advertising through understanding consumer needs and offering a solution. Learn about creative ways to dramatise product benefit and brand promise. 2nd YEAR ART DIRECTION II The idea is to build a course where the students could consolidate and apply the learning experiences from earlier stages and take an increasingly autonomous approach to the study. At this level the students will be encouraged to demonstrate initiative and start thinking about their own professional specialization, to help this 3

4 we will guide them into the aspects of professional liaison and working with clients in simulated situations. GRAPHIC II Advanced process on graphic software making application and creation of brands, lay-out and composition ad images with text. PHOTOGRAPHY II Familiarity with the main concepts and tools of photography. Awareness of the processes and routines involved in the creation of a photographic image and its uses and functions. COPYWRITING I To make future art directors think and work as copywriters. So they can understand better, by experience, the job of their partners in the advertising creative team. PACKAGING I Gain an overview on the principle inputs of packaging and link them to marketing and branding. Teach students to consider the design of packaging as a global answer in a context of product placement and positioning. Become familiar with the hierarchy of pack contents. Improve awareness of corporate identity. Learn the different stages of the packaging design process. Learn to develop the key dimensions of brand: reputation and personality. Experiment with practical cases. INTERACTIVE DESIGN (FLASH) This course is aimed at learning the skills to communicate effectively through audiovisual presentations. Exercises will focus on both, concept and design of the presentations, and also on their production, using accordingly, the appropriate software. CINEMATOGRAPHIES LANGUAGES AND TECHNIQUES I Ensure that the students are familiar with the objectives, tools, options and skills needed to produce a commercial from start to finish. PRINTING SKILLS Problems concerning the industrial production of diverse devices. CTP, digital printing. Paper: general characteristics and printing qualities. Traditionals techniques, innovative techniques and special ink effects. Cost production features. HISTORY OF CINEMA To show the students and make them understand the most important genres, trends, authors and aesthetics that cinema has produced in its more than 110 years of life. In order to bring them an essential cultural reference for their future as art directors in advertising. 4

5 MEDIA PLANNING The main objective involves the revealing, the analysis and discussion of the general aspects of the communication focused on the media, specifically on the Mass media and New media markets in order to develop a Media Plan and achieve the campaign s objectives. SEMIOTICS Elements of general semiotics: definition of the semiotic area, the choices of the field and the unified theory of signs. An approach to complex problems presented by different shapes and by representation and communication languages. PROJECT 2 To develop an advertising campaign based on what students have learned throughout the year. 3rd YEAR ART DIRECTION III Global project in Advertising using different media techniques. GRAPHICS III Synthetic elements of press campaigns. New Graphic languages. PACKAGING II Improve knowledge of packaging discipline, its history and the current social conditioning. Learn to design and carry out a complete packaging project. Link packaging to brand and product strategy. Acquire knowledge about different design and production options. Understand the different needs of the client. Enlarge the technical knowledge: materials and plans. Experiment with different situations and problems of packaging design. Learn how to organize the point of purchase. COPYWRITING II Learn from the professional what it takes to write effective marketing copy for advertisements, brochures, direct mail pieces and other collateral material. Discover how to write an effective advertising copy for magazines, newspapers and television. WEB MARKETING AND PROJECT MANAGEMENT The cornerstone of every targeted marketing plan should be a Web marketing strategy. This includes web-site design, search engine optimization, pay-for-click advertising, marketing and other digital marketing elements. As a participant, you will review and critique several pre-selected Web sites in a computer lab setting. Topics featured are: how to attract more of your targeted customers to your Web site, marketing web site optimization, the latest research on high performance campaigns, online and offline advertising and public relations tactics, and tips for increasing site traffic. 5

6 WEB ART DIRECTION Differences between art direction and web art direction. Usability, graphic interface and communication on line. CINEMATOGRAPHIC LANGUAGES AND TECHNIQUES II Ensure that the students are familiar with the objectives, tools, options and skills needed to produce a commercial from start to finish. SEMINAR: ADVERTISING LAWS In depth studies on the most important issues regarding advertising laws. PORTFOLIO THESIS The objective focuses on individuate research topics that simulate a professional reality. The thesis project is generally handled in collaboration with external partners, companies, public and private agencies and associations which serve as the project s real customers. SEMINAR: ADVERTISING SELF REGULATION WORKSHOP: PRESENTATION TECHNIQUES The headship of the Istituto Europeo di Design reserves the right to modify the study plan depending on the demands that may appear in relation to the didactic objectives.