CA 146 - Advertising Design
- Prerequisite: CA 100, 125, 132, 135
- CA majors only
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 on art direction and techniques used in the development of an ad campaign.
Contact: 4 hours lecture per week
Student Learning Outcomes
Upon successful completion of CA 146, the student will be able to:
- Use vocabulary specific to advertising, design, printing and related fields.
- Perform the following steps of the design process at an advanced level:
- investigate client needs
- do marketing research
- define the advertising design problem
- problem solve
- develop an idea or concept
- do thumbnails.
- do roughs
- do comps
- do presentation art
- finish production of mechanicals
- finish production of final art
- designate printing and paper specs
- oversee printing
- oversee production bids
- do quality control
- do billing
- Apply the following principles of quality advertising design to assigned projects:
- developing a concept
- writing the script
- designing layout
- doing typography
- creating visual images
- communicating a client's message to an audience
- selecting media
- fitting a product or service to a client's campaign or project
- Select from various technical alternatives to achieve professional design solutions.
- Use the following means to integrate ideas and production techniques:
- computers
- design electronics
- paper sources
- pre press production
- service bureaus
- video and film production services
- printers
- Write technical specifications, project objectives, and reports that demonstrate effective listening skills.
- Deliver convincing oral presentations.
- Apply techniques of experimental play and risk taking to create innovative advertising designs.
- Recognize the investigative requirements for the following advertising design applications:
- publications
- books
- newspapers
- packaging
- point of purchase
- exhibits
- specialty advertising materials
- radio
- television
- campaigns
- national markets
- local markets
- Describe the impact of the following on contemporary advertising design:
- computer
- Internet
- telecommunications
- Complete advertising design samples for the final graphic design portfolio.
- Organize time and maintain schedules to meet deadlines.
- Demonstrate flexibility in time management.