ADVG15538
Advertising Art Direction and Design
Sheridan
 
  I: Administrative Information   II: Course Details   III: Topical Outline(s)  Printable Version
 
Section I: Administrative Information
  Total hours: 42.0
Credit Value: 3.0
Credit Value Notes: N/A
Effective: Winter 2021
Prerequisites: ADVG19254
Corequisites: N/A
Equivalents: N/A
Pre/Co/Equiv Notes: N/A

Program(s): Advertising and Marketing Comm, Advertising/Marketing CommMgmt
Program Coordinator(s): Marc Doucette
Course Leader or Contact: Iryna Molodecky
Version: 20210118_00
Status: Approved (APPR)

Section I Notes: N/A

 
 
Section II: Course Details

Detailed Description
In this course, students further develop their copy and layout skills with a focus on design and art direction for a variety of print and digital media. Digital software tools are explored further and students learn to develop campaigns and tell brand stories using visual communication techniques and methods. Through interactive lectures, workshops, group projects, in-class activities and lab sessions, students create multiple solutions to advertising challenges. Students continue to critique and evaluate advertising creative material according to industry standards.

Program Context

 
Advertising and Marketing Comm Program Coordinator(s): Marc Doucette
This is the second of four courses within the creative stream and is essential for students considering a career in advertising. It builds on the basic skills learned in previous creative courses by providing practical lessons that allow students to successfully contribute to the creative product and gain an appreciation for the strategic considerations that guide the advertising process.

Advertising/Marketing CommMgmt Program Coordinator(s): Marc Doucette
This is the second of four courses within the creative stream and is essential for students considering a career in advertising. It builds on the basic skills learned in previous creative courses by providing practical lessons that allow students to successfully contribute to the creative product and gain an appreciation for the strategic considerations that guide the advertising process.


Course Critical Performance and Learning Outcomes

  Critical Performance:
By the end of this course students will have demonstrated the ability to master art direction and design skills to produce advertising materials.
 
Learning Outcomes:

To achieve the critical performance, students will have demonstrated the ability to:

  1. Create multiple solutions to advertising problems using a variety of creative problem solving skills and tools.
  2. Apply principles of design to construct conceptual layouts for effective visual storytelling.
  3. Design effective advertisements for print and digital platforms using the latest industry-standard software programs.
  4. Integrate elements such as type, photography, illustration and graphics with core ideas to promote a brand consistently across different platforms.
  5. Develop advertising directed to specific target groups using research and profiling.
  6. Write effective advertising headlines and copy for ads.
  7. Collaborate effectively with other students on common goals.
  8. Present advertising materials orally and visually in a professional manner.
  9. Critique advertising materials using Industry standard practices.

Evaluation Plan
Students demonstrate their learning in the following ways:

 Evaluation Plan: IN-CLASS
 Project #1 - Individual25.0%
 Project #2 - Individual25.0%
 Group Project (3 creative presentations: 2@5%, 1@10%)20.0%
 Lab Tests (2@15%)30.0%
Total100.0%

Evaluation Notes and Academic Missed Work Procedure:
Appropriate business attitudes and behaviours need to be demonstrated including meeting deadlines, proper meeting etiquette and techniques, professional presentations and the demonstration of respect for peers and their learning environment. Deadlines are of vital importance in the advertising industry and the late penalties incurred for missing them are outlined in Advertising Program Expectations document. A student must average at least 50% on the non-group components of the evaluation plan (as well as at least 50% overall)in order to receive credit for this course.

Provincial Context
The course meets the following Ministry of Colleges and Universities requirements:


 

Essential Employability Skills
Essential Employability Skills emphasized in the course:

  • Communication Skills - Communicate clearly, concisely and correctly in the written, spoken, visual form that fulfills the purpose and meets the needs of the audience.
  • Communication Skills - Respond to written, spoken, or visual messages in a manner that ensures effective communication.
  • Critical Thinking & Problem Solving Skills - Use a variety of thinking skills to anticipate and solve problems.
  • Critical Thinking & Problem Solving - Apply a systematic approach to solve problems.
  • Interpersonal Skills - Interact with others in groups or teams in ways that contribute to effective working relationships and the achievement of goals.
  • Interpersonal Skills - Show respect for the diverse opinions, values, belief systems, and contributions of others.
  • Information Management - Locate, select, organize and document information using appropriate technology and information systems.
  • Information Management Skills - Analyze, evaluate, and apply relevant information from a variety of sources.
  • Personal Skills - Manage the use of time and other resources to complete projects.
  • Personal Skills - Take responsibility for one's own actions, decisions, and consequences.

Prior Learning Assessment and Recognition
PLAR Contact (if course is PLAR-eligible) - Office of the Registrar
Students may apply to receive credit by demonstrating achievement of the course learning outcomes through previous relevant work/life experience, service, self-study and training on the job. This course is eligible for challenge through the following method(s):

  • Challenge Exam
    Notes:  
  • Portfolio
    Notes:  

 
 
Section III: Topical Outline
Some details of this outline may change as a result of circumstances such as weather cancellations, College and student activities, and class timetabling.
Instruction Mode: In-Class
Professor: tba
Resource(s): N/A
Applicable student group(s): Advertising students.
Course Details:

Some details of this outline may change as a result of circumstances such as weather cancellations, College and student activities, and class timetabling.

 

Module 1: Introduction

  • Course requirements and guidelines

  • Review of first semester: Evaluating Creative

  • Brief and rubric for Individual Project 1

  • Project 1: Clarifying the Problem

 

Module 2

  • Project 1: Idea generation 

  • Visual metaphors

 

Module 3

  • Project 1: idea work session: visuals and headlines 

  • Project 1 concepts due end of class (5%)

 

Module 4

  • Layout Design across multiple platforms: print

  • Project 1 Point of Purchase due (5%)

 

Module 5

  • Typography: Designing with Fonts for a variety of print and digital mediums

 

Module 6

  • Design across multiple platforms: digital

  • Project 1 Web Banner due (5%)

 

Module 7

  • Project 1 magazine ad and final package due (10%)

  • Peer critique of project 1

  • Brief and rubric for Individual Project 2 and Group Project

  • Lab test 1 (15%) 

 

Module 8

  • Project 2: Building an understanding of the target; idea generation

  • The Power of Images 

 

Module 9

  • Campaign and slogan Development 

  • Project 2 Concepts due (6%)

 

Module 10

  • Group Project: First group presentations to instructor (5%)

  • Project 2 Web Banner due (5%)

 

Module 11

  • Project 2: Design for Direct Response

  • Art Direction 

  

Module 12

  • Group project: Second group presentation to instructor (5%)

  • Project 2 Post card due (5%)

 

Module 13

  • Presentation design: PowerPoint and PDF

  • Project 2 Magazine ad and final package due (9%)

 

Module 14

  • Group project: Final group presentations to class (10%)

  • Lab test 2 (15%)



Sheridan Policies

All Sheridan policies can be viewed on the Sheridan policy website.

Academic Integrity: The principle of academic integrity requires that all work submitted for evaluation and course credit be the original, unassisted work of the student. Cheating or plagiarism including borrowing, copying, purchasing or collaborating on work, except for group projects arranged and approved by the professor, or otherwise submitting work that is not the student's own, violates this principle and will not be tolerated. Students who have any questions regarding whether or not specific circumstances involve a breach of academic integrity are advised to review the Academic Integrity Policy and procedure and/or discuss them with the professor.

Copyright: A majority of the course lectures and materials provided in class and posted in SLATE are protected by copyright. Use of these materials must comply with the Acceptable Use Policy, Use of Copyright Protected Work Policy and Student Code of Conduct. Students may use, copy and share these materials for learning and/or research purposes provided that the use complies with fair dealing or an exception in the Copyright Act. Permission from the rights holder would be necessary otherwise. Please note that it is prohibited to reproduce and/or post a work that is not your own on third-party commercial websites including but not limited to Course Hero or OneNote. It is also prohibited to reproduce and/or post a work that is not your own or your own work with the intent to assist others in cheating on third-party commercial websites including but not limited to Course Hero or OneNote.

Intellectual Property: Sheridan's Intellectual Property Policy generally applies such that students own their own work. Please be advised that students working with external research and/or industry collaborators may be asked to sign agreements that waive or modify their IP rights. Please refer to Sheridan's IP Policy and Procedure.

Respectful Behaviour: Sheridan is committed to provide a learning environment that supports academic achievement by respecting the dignity, self-esteem and fair treatment of every person engaged in the learning process. Behaviour which is inconsistent with this principle will not be tolerated. Details of Sheridan's policy on Harassment and Discrimination, Academic Integrity and other academic policies are available on the Sheridan policy website.

Accessible Learning: Accessible Learning coordinates academic accommodations for students with disabilities. For more information or to register, please see the Accessible Learning website (Statement added September 2016)

Course Outline Changes: The information contained in this Course Outline including but not limited to faculty and program information and course description is subject to change without notice. Any changes to course curriculum and/or assessment shall adhere to approved Sheridan protocol. Nothing in this Course Outline should be viewed as a representation, offer and/or warranty. Students are responsible for reading the Important Notice and Disclaimer which applies to Programs and Courses.


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