Course Details

1. Identify the significance of visual promotion within the advertising arena.
2. Engage in a broad overview of advertising and visual communication as seen in its many forms, from press, posters, television, direct mail to point-of-display and internet, with its social, cultural and ethical implications.
3. Distinguish and analyze the term ‘target audience’ as an important parameter in commercial advertising.
4. Apply critical judgement in design work in terms of persuasion of specific audiences.
5. Develop and employ presentation skills / techniques via visual, oral and written means, in order to creative resolve conceptual problems.
6. Develop the ability of formulating creative concepts which will be manifested through the visual work.

Advertising as a Promotional Tool: students are introduced into advertising as a powerful promotional tool; identifying the marketing and promotional aspect of design with the purpose of influencing/ selling / convincing the target audience.

Advertising and Visual Communication: analysis of the contemporary Advertising scene through examples of creatively inspiring campaigns. Comprehensive discussions and workshops on the concept, process and visual creation behind the final work.

Target Audience: discussion and analysis of audience in advertising. Examination of professional practices in identifying audience demographics and how is that used in advertising.

Visual Vocabulary in Context:

Understand the aims and objectives of the client brief. Discussion on the relationship of client / designer / audience

Discussion and analysis if the communication process; the transmission and assimilation of messages through visual work

Examination of the influencing factors of constructing a message, the role of research (both theoretical and visual) and how it can be implemented in the work. The designer as an active observer of the social arena

The designer as a transmitter. Through analysis of the proposed designs, students should be able to have a clear resolution of their communication aim

Advertising and Semiology: a basic introduction on semiology. The system of signs and symbols. The creation of symbolism and the process of decoding. The factors which influence understanding and meaning.

Presentation Skills:the significance of developing sophisticated technical / presentation/ visual skills in order to creatively solve communication problems. Through practical workshops, students research, study and prepare presentations on advertising case studies. The utilization of the presentation as an educational tool for acute conceptual and visual communication.

The Concept: the significance of a solid, creative and inspiring concept. Examination of the impact on graphic design of a successful concept. The process and methodology from conception, to development and visualization of an idea.

• Making and Breaking the Grid: A Graphic Design Layout Workshop. Timothy Samara. Rockport Publishers
• Advertising Now. Print. Julius Wiedemann. Taschen
• Advertising Now. Online. Julius Wiedemann. Taschen
• Creative Advertising: Ideas and Techniques from the World's Best Campaigns. Mario Pricken. Thames & Hudson.
• Advertising Today. Warren Berger. Phaidon.
• Mag-Art: Innovation in Magazine Design. Charlotte Rivers. RotoVision
• Elements of Semiology. Roland Barthes. Hill and Wang.
• Semiology of Graphics. Jacques Bertin. Esri Pr

• An extensive list of visual references is available to the students on the e-learning site of the course. These include contemporary graphic design publications, visual work, commercial applications, a comprehensive film list, magazine list, and PowerPoint presentations of lectures.

The taught part of the course is delivered through lectures and visual presentations. Extensive project briefing, analysis and visual examples are part of the content. Through in-class practical design workshops and short exercises, students are encouraged to experiment and expand their creative vision. Group critiques of student’s work allow for a thorough examination of the class progress, whilst at the same time student receive acute feedback on their work. Though the creative use of computer design software, along with alternative creative methods and mediums (photography, sketching, drawing etc.) students are further encouraged in developing their work. The e-learning site of the course is also a valuable tool as, students can have access to various references as well as download PowerPoint presentations of class lectures.