Singapore University of Social Sciences

Advertising Design (VIS251)

Applications Open: 01 October 2019

Applications Close: 15 December 2019

Next Available Intake: January 2020

Course Types: Modular Undergraduate Course

Language: English

Duration: 6 months

Fees: To be confirmed

Area of Interest: Digital Media

Schemes: Lifelong Learning Credit (L2C)

Funding: To be confirmed


Synopsis

This module is designed to equip students with fundamental techniques to achieve effective advertising design and layout. Students will learn the principle of advertising through integrating visual elements as marketing strategies to achieve audience-specific visual analogy and communication layout. They will also learn various types of advertising and its terminology.The standard of the course delivery and assessment will be held at a level which assumes students have prior knowledge and skills in visual design. Students without prior knowledge and skills will be at a disadvantage in this course.

Level: 2
Credit Units: 5
Presentation Pattern: Every January

Topics

  • The scope and context of advertising
  • Advertising Communication
  • Choosing techniques and media - Proximity, exclusivity, Invisibility & unpredictability
  • Choosing techniques and media - Measuring the value of a medium & the amplification effect
  • Finding inspiriation 1
  • Finding inspriration 2
  • Buidling campaigns
  • Practical advice

Learning Outcome

  • Discuss the evolution of advertising, the role of advertising and the essentials of advertising - people who create advertising, advertising media, drivers of advertising, and advertising ethics.
  • Describe and discuss the six phases of an advertising project process.
  • Examine the brand idea, its role and function, and components.
  • Analyse the role and function of a campaign and its various applications.
  • Comment on art and copy, their roles, applications, and components.
  • Execute an effective client brief or/and creative brief for an advertising campaign.
  • Appraise the advertising message with insights from the brand and target audience.
  • Review the big idea with demonstration of tools that stimulate creative thinking through the concept-generation process.
  • Outline the use of creative approaches for an advertising campaign.
  • Illustrate a campaign through the use of storytelling and campaign structures.
  • Demonstrate designs across various media.
  • Develop unconventional advertising with its impact through the amplification effect.
  • Contrast the use of various methods to measure the success of an advertising campaign.
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