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Learn Graphic
Advertising Design
How to get ahead in advertising, by design |
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| Mario Da
Costa, Canada
"I put together sketches of my ideas on paper,
and drew some of the simpler samples in Illustrator
in order to demonstrate a bit of the thought process.
The Coconut was the best thing I could find. If this
were an actual client, I would have had the photography
done, or drawn out the concepts by hand." |
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Ready to put on your Madison Advenue shoes? Buckle up, because
there's no better time to become an ad designer.
In this 6-lesson course, you'll learn the principles
of the advertising design from both a creative and a business perspective.
Case studies from print, Web, and TV showcase advertising concepts
at work: persuasion, color psychology and composition, copywriting
and typography, and brand communication.
Class projects include ads for newspapers, magazines,
subways, and transit/outdoor applications, and a final project in
which you create an entire ad campaign. Use this course to build
your portfolio and address concepts that every ad designer should
know. |
Tuition:
$803 US   |
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Faculty:
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Instructor:
Bruce Bicknell is a writer, instructor, illustrator, animator, Web designer, video editor, and marketing pro ... get bio
Developer:
Caroline Sposto is the founder of an
advertising and multimeda firm...
get bio |
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Prerequisites: |
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| To take this course, you'll need: |
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Computer with Internet connection (56 Kbps modem or
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Adobe Illustrator or Macromedia Freehand
OR
Quark, Indesign, or Pagemaker. |
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Adobe Photoshop or equivalent digital imaging program. |
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Basic experience in graphic design and the software
packages needed for this course.* |
| * If needed, the following courses can help you meet
the above requirements: |
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Digital
Illustration Basics
Quark Basics
Photoshop Basics |
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back to top |
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Objectives:
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Students can expect to learn how to: |
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Develop an understanding of the history and evolution of advertising in America and the role of designers in ad agencies and the freelance world.
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Design a persuasive black and white newspaper advertisement, working with copy and typography to create an eye-catching design. |
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Identify and apply principles for effective ad design in different media. |
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Create two subway ads for a cell phone provider, exploring different approaches to advertising tone. |
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Identify and apply design elements such as line, shape, and texture in advertising design. |
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Identify and apply principles of composition and layout including space, rhythm, and depth in advertising design. |
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Develop a consistent ad campaign using elements that differ based on season and placement. |
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Explore and apply tips and techniques for writing ad copy and using typography to enhance the persuasive power of advertising. |
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Design a billboard and bus shelter ad using typography to enhance a message. |
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Develop an understanding of the ways in which human perception influences ad design. |
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Develop a concept for ads in three different media, considering how to present the client's brand and the product's brand in each ad. |
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Identify and apply principles for incorporating a brand into a single ad and applying a brand over an entire campaign. |
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Draw lessons from case studies of ad campaigns and evaluate their effectiveness. |
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Design an integrated advertising campaign using a fictional client's requirements and specifications. |
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Outline: |
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| LESSON
1 Intro to Advertising Lesson One builds a firm
foundation for your ad design career. You'll trace the
evolution of advertising in the United States, and learn about the
different roles and departments in an ad agency. Thinking about
going it alone? You'll look at some of the key attributes required
for success as a freelancer. The fundamentals of form, function,
and consumer behavior are discussed, as well as persuasion techniques
such as motivation, organizing your message, communicating with
images, tapping into connotations, associations, and context. In
the exercise, you'll create a black and white newspaper ad with
a focus on persuasion. |
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LESSON
2 Designing for Advertising Media Where does the
ad designer place his work? Lesson Two kicks off with an overview
of different advertising media (newspapers, magazines, outdoor/transit,
Internet, television and beyond) looking at some of the unique demands
of each medium. Following that, you'll study principles for effective
ad design, including the role of concept and design, totality and
integration, trendy concepts versus trendsetting ones, and the controversial
topic of taste. The lesson wraps up with a discussion of tone: humorous,
dramatic/informative, sexual, and scientific. In the exercise, you'll
create a subway ad for a telecom company in different two tones. |
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LESSON
3 Color Psychology and Composition How would you
feel about a toothpaste ad in yellow and brown? Lesson Three explores
the critical role of color in advertising. You'll explore the basics
of color psychology, the associations between a color and a mood
or a feeling and look at how the effective use of color, in light
effects, hue, values and intensities, contrast and temperature,
can support the overall message of an ad. The second half of the
lesson explores the psychology of composition, how design elements
such as texture, line, shape, space, distortion, rhythm, and depth
can contribute to an ad's effectiveness. In the exercise, you'll
get the chance to explore color in depth, as you create a summer
and winter ad for a yoghurt brand. |
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| LESSON 4
Copywriting and Typography In advertisements, the written
word should never be neglected. Excellent graphic design and copy
must work together to deliver the message. Lesson Four explores
the goals of ad copy, exploring some copywriting techniques useful
for freelancer designers who may need to work with copy: active
words, alliteration, onomatopoeia, irony, brevity, and Q and A.
Agency designers learn some tips on working efficiently with copywriters
and the lesson wraps up with some concepts for text layout. In the
exercise, you'll write the copy and lay out the typography for two
outdoor ads for a resort. |
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| LESSON
5 Perception and Brand Communication
Branding, the art of creating a widespread positive recognition
for a company's products and services, is based on an understanding
of human perception. Lesson Five looks at how ads act on such human
perceptions as vision, memory, and familiarity, and how this creates
brand recognition. You'll learn the do's and don'ts of incorporating
a brand into an ad or campaign, as well as the style guidelines
typically required by large clients. In the exercise, you'll create
an ad in three different media for a reality TV show. |
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| LESSON 6
State of the Advertising Art Lesson Six wraps up
your course with four state of the art case studies from the world
of advertising today. You'll look at print, Web, and TV ads, critically
evaluating each ad's effectiveness based on principles you've learned
in the course. Then you'll look ahead at some trends in the next generation
of advertising: product placement, immediacy, targeting, and Internet
ad regulation. In your final project, you'll choose from three project
scenarios and design a complete ad campaign. |
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Tuition:
$803 US
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