vcc.ca
VCDP 2320: Advertising and Art Direction
Effective date
January 2023
Department
Visual Comm Design Diploma
School
Trades, Technology and Design
Description
Concept is key in advertising design, and in this course, students will use creative thinking and visual communication principles to develop an ad campaign concept that can be adapted across various media. They will create designs that effectively communicate a desired message to a target audience, applying their idea through multiple advertisements with visuals customized for different media. Students will also learn to communicate their artistic direction to other creatives working on a team, such as photographers, illustrators, or writers.
Credits
3.0
Year of study
2nd Year Post-secondary
Prerequisites
None
Corequisites
None
Course Learning Outcomes
Upon successful completion of this course, students will be able to:
- Create professional solutions for advertising briefs using creative art direction
- Create a campaign for communication across different media
- Adapt an image campaign for a variety of media formats
- Use visual communication principles to express concepts through layout, design, typography, and image choices
- Give creative direction to team members working on photography, illustration, or writing
- Analyze advertising concepts to identify cultural impact, ethical issues, or problematic representations of people, cultures, or concepts
Prior Learning Assessment & Recognition (PLAR)
1. Interview with department to discuss previous experience
2. A portfolio assessment of previously completed related work OR
3. The demonstration of skills via the successful completion of 1-4 related projects/assignments similar to those completed in the course, chosen at the discretion of the department
2. A portfolio assessment of previously completed related work OR
3. The demonstration of skills via the successful completion of 1-4 related projects/assignments similar to those completed in the course, chosen at the discretion of the department
Hours
Lecture, Online, Seminar, Tutorial: 42
Practicum, Self-Paced, Individual Learning: 12
Total Hours: 54
Practicum, Self-Paced, Individual Learning: 12
Total Hours: 54
Instructional Strategies
A combination of lecture, demonstration, production simulations, problem solving, practical labs and reflective discussion will be used throughout this course.
Grading System
Letter Grade (A-F)
Passing grade
C
Evaluation Plan
|
Type |
Percentage |
Assessment activity |
|
Project |
30 |
Final project |
|
Assignments |
30 |
Assignments |
|
Lab Work |
30 |
May include in-class exercises, assignments, quizzes/tests, and work-in-progress |
|
Participation |
10 |
Participation and professionalism |
Course topics
- Advertising history and contemporary issues, including ethics
- Branding, brand messaging, and narratives
- Semiotics
- Ad campaign design
- Design considerations for different media
- Creative direction and communication
Notes:
- Course contents and descriptions, offerings and schedules are subject to change without notice.
- Students are required to follow all College policies including ones that govern their educational experience at VCC. Policies are available on the VCC website at:
https://www.vcc.ca/about/governance--policies/policies/. - To find out if there are existing transfer agreements for this course, visit the BC Transfer Guide at https://www.bctransferguide.ca.