Graphic Design
Design of Advertising
GD220
Memphis College of
Art
Fall 2012
M/W 4:20pm-6:55pm
Rust Hall, MacLab 4
Contact
Information
Cat Normoyle, Instructor
Department of Design
Office
hours
T/TH 11am-12:30pm or by appointment
Gibson Hall, Room 122
901.272.5129 x 272 (Direct)
Course
Description
This course is an elective platform for majors of the discipline supporting the sequential Design Systems. Primary emphasis is the investigation of societal consumerism within the context of a visual voice—the medium is the message. The media campaign is explored in its totality: the cross-discipline platforms of print, television, and external consumer venues are analyzed in comprehensive physical, verbal, and technical arenas.
This course is an elective platform for majors of the discipline supporting the sequential Design Systems. Primary emphasis is the investigation of societal consumerism within the context of a visual voice—the medium is the message. The media campaign is explored in its totality: the cross-discipline platforms of print, television, and external consumer venues are analyzed in comprehensive physical, verbal, and technical arenas.
Prerequisite: GD200
This
course will look at the history of advertising and examine how it has evolved
over time. We will study its impact in
society and reflect upon how meanings can play an important role in the
understanding of advertising. Why do you love this chair vs. that chair? If
they both function, why does one resonant more with consumers than others? Throughout
the semester we will look at different types of advertising from many
demographics and utilize numerous methodologies of strategy.
Other objectives:
1.
To
familiarize students with the structure of a creative team within an
advertising agency or design firm.
2. To familiarize students with professional
practices of an agency and agency / client relationships.
3. To familiarize students with the development of a
“plan of action” (creative brief) for how to position, and advertise a product,
service or social cause.
4. The ability to utilize a variety of creative
brainstorming techniques.
5. The ability to develop concepts, write copy,
design and assemble an advertising campaign for a specified product or service
and manipulate a campaign across multiple platforms including print, TV, radio,
environmental, internet, social media, mobile, etc.
6.
To
introduce students with members of local ad agencies and design firms.
QEP Professional Practices Outcomes
1.
Students
will demonstrate basic computer/ software literacy applicable to their field.
2.
Students
will demonstrate the ability to give a public presentation about their work.
3.
Students
will demonstrate basic knowledge of communication etiquette in their field.
4.
Students
will demonstrate the ability to work collaboratively.
Course
Methodologies & Policies
Visiting Artists
and Lecturers Fall 2012
As per the Memphis College of Art academic requirement: “Students are
required to attend fifty percent of the extracurricular lectures, held at the
college, per academic year.” This includes the Faculty Lecture and Visiting
Artist Lecture series. The Faculty Lecture Lunchtime Series dates will be
forthcoming as they are finalized by the Director of Exhibitions. Lectures are
held on various evenings at 07.00 pm in Callicott Auditorium, unless otherwise
noted.
File Server
Each student has an independent and assigned folder on the College’s
file server for the temporary storage of digital files. When working, students
must transfer files from the server to their respective desktop or external
storage device. The file server is relatively secure. The amount of space
available to each student is not fixed. It is up to all students to use this
space wisely and in consideration of their peers. When and if the server
becomes full, files will be deleted. Also, due to the nature of the platform,
malfunction may occur resulting in the fragmentation, altering, or loss of
files, therefore, it is the full responsibility of the student, not Memphis
College of Art, to safely store their files. Independent archiving is strongly
advised. A four gigabyte or larger external storage device will be required for
daily usage. Data loss is not a valid excuse for missing assignments.
Equipment
The use of College owned hardware and software acknowledges the terms
and license parameters as required by law and thus the repercussions of unlawful
actions. The operation of hardware owned by individual students is allowed and
done so at their own risk. Proper care should be made to monitor these personal
items to avoid damage or theft. Permanent or temporary storage of digital files
on classroom generic login computer desktops is not allowed and done so with
risk of loss. Computer work stations comprising the monitor, keyboard, mouse
pad, mouse, and chair should be placed in the established configuration upon
completion of each use. Additionally, the informed use of all printers is
expected and must only be used for course related outcomes. Approved stocks are
noted and posted for each printer; failure to conform to these standards will
result in monetary fines and/or disciplinary action. There will be processing
cost for each page produced on the Color Ink jet and Color Laser printers. The
Black and White Laser printer will remain free of charge.
Additional information, processes, and costs associated with lab usage
may be reviewed at: http://mcalabs.net/
No food or drink
in labs!
The policy of “no food or drink in any Memphis College of Art computer
lab” will be strictly enforced. The below noted labs which comprise the Memphis
College of Art computer system are included in this policy: MacLab 01, MacLab 02,
MacLab 03, MacLab 04, and all Lab Printing Stations; Moreover, the Writing Lab,
Graduate Center Labs, and the computer workstations in the Library. “Students,
faculty and/or staff violating the rule will be fined $50.00. Repeat offenses
will be assessed further disciplinary action.” Please note that activity within
each of the major labs is recorded and monitored by the Department of Campus
Safety via closed-circuit television.
Health &
Safety
The health and safety of each student while in residence is of the
highest importance. Workstation ergonomics will be discussed. Additionally, the
proper use of, and disposal of cutting tools, recycling, and treatment of
studio/lab common areas will be reviewed. The use of aerosol adhesive sprays
are not allowed in any interior/exterior location with the exception of the
Spray Booth located in Printmaking. A proper understanding of its usage is
required. Material Safety Data Sheets [MSDS] are available in each lab for the
inks used in each of the printers.
Materials
Students are expected to acquire materials, tools, and reading matter germane to the discipline. There is no defined general lab fee for this course. Resources required for the completion of each project or exercise will be conveyed and their purchase is the responsibility of the student. Every effort is made to construct assignments utilizing appropriate and cost-effective materials. A preliminary material list has been provided.
Students are expected to acquire materials, tools, and reading matter germane to the discipline. There is no defined general lab fee for this course. Resources required for the completion of each project or exercise will be conveyed and their purchase is the responsibility of the student. Every effort is made to construct assignments utilizing appropriate and cost-effective materials. A preliminary material list has been provided.
The distribution of any and all additional information pertaining to
this course and suitable to digital transmission shall utilize an e-mail
address provided by each student or, through placement of foundational digital
work files on the server in the class folder GD220.
General Requirements
·
All
EPA/OSHA regulations that apply will be observed in this class. This is
required of all students.
·
In the
interest of developing an appreciation of quality materials and maximizing the
life span of your work, all design work should be printed on good quality Epson
paper. Using lesser types of paper for a finished piece will result in a lower
grade.
·
All work
should be mounted on white board for presentations unless otherwise noted.
·
All work
should be kept in a protective portfolio. Respect and protect your work.
·
All work
that is handed in for grading must have your name printed unobtrusively on the
back.
·
All project work submitted for a grade
must be accompanied with supporting process work. Your process work should be
bound in a binder. We will make our own process books for this class. More
information regarding process books to follow.
·
Do not wait until the last minute to begin
printing! Plan ahead! Design work should be completed about 24 hours before the
due date in order to give yourself enough time for production. That way you
have an entire day to complete printing and mounting a few times over, assuming
you might mess up at least once.
·
You are responsible for checking your MCA e-mail account. When
e-mailing me, please include your first and last name with the class name (or
number) in the subject line of your e-mail to ensure it is not over-looked in
error.
Course Topics
History
& Evolution of Advertising
Advertising
Today
Agency
Hierarchy and Functionality
Professional
Practices of Advertising
Target
Audiences / Demographics
Advertising
Research Strategies
Building
a campaign
Copywriting
Manipulating
a campaign across multiple platforms
Advertising
and typography
Class Outline & Assignments
Class
Projects (50%)
This
will make up the majority of your work. We will do 2-3 major projects
throughout the semester, one of which will be to design an entire campaign from
start to finish as a group project. Final project deliverables include all
final presentation materials as well as design process and critiques. You will
also be responsible for submitting work digitally.
Classroom
& HW Exercises (20%)
This
includes smaller exercises conducted in the classroom. This also includes
classroom or homework blog assignments and reading & writing assignments.
Participation
(15%)
This
includes general participation in regards to Guest Speakers, Lectures, and
Discussions throughout the semester. You will be expected to participate with
your peers and give constructive feedback during class time.
Quizzes
(15%)
You will
be tested on your knowledge of advertising concepts discussed in class, on the
blog, or in readings. You will be given prior notice to all quiz dates.
Materials
White
illustration board
Mounting
tape
Hard-drive
(or flash drive)
Money on
print card for laser
Digital camera
(or smartphone)
Sketching
tools
Sketchbook
(we will create our own sketchbooks in this class so hold off on purchasing
materials until we discuss)
Clear push
pins
Recommended Text
Landa,
Robin. Advertising by Design. Creating Visual Communication with Graphic
Impact, John Wiley & Sons, 2004
White,
Alex. Advertising Design and Typography
Attendance Policy
“On-time class attendance and participation are both critical aspects
of the educational process. As the professor has the responsibility for
presenting and directing the main body of day-to-day class content, so too it
is each student’s responsibility to engage in the critical/intellectual
discourse that evolves from that presentation. Knowledge is gained not merely
by accumulating information through lecture or demonstration, but by
examination, question, and assimilation.”
—Memphis College of Art Student Handbook
This is an experience-based studio class. You will learn from me and from your peers, so
it is very important to be in class. Lectures, demonstrations, and project
descriptions will not be repeated for absent or tardy students. Leaving class
early without permission or arriving in excess of fifteen minutes late will be
considered as one [01.0] full absence.
Four [04] tardy arrivals will be considered one [01.0] full absence.
Tardy is defined as including and in excess of five minutes late.
If you arrive after roll, come see me immediately to determine whether
your arrival time will be considered a late arrival or whether you will be
considered absent for the day.
Three [03] absences will decrease final grade by one-half [0.50] letter
Four [04] absences will decrease final grade by one [01] full letter
Five [05] absences will result in an “F”
There are no excused absences in this class. Missed
class-time cannot be “made-up”. There will be no exceptions. The reasons behind
the absences are not important. It would be wise to save your 2 allowable
absences in anticipation of emergencies.
An extended student illness requires a doctor’s documentation and the
consultation and assistance of Student Affairs and Academic Affairs
respectively, and is the responsibility of the student. Extenuating
circumstances are at the discretion of the professor.
The last day to withdraw and still receive a
“W” for the course is Oct 26.
If you have a documented disability and wish
to discuss academic accommodations, please contact me within the first week of
classes to discuss terms.
Evaluation and
Grading
The final evaluation and assignment of grades for each assignment are
based on elements such as design process, creativity and uniqueness of
concepts, concept development, quality of execution, presentation, craftsmanship,
participation in critiques and discussions, as well as general attitude and
effort in the classroom. Each one of these areas of evaluation will result in an alphabetic
grade and its accompanying numeric equivalent. The assignment of a grade is
final. Projects may not be reworked for an elevated grade.
Students will receive grades for each project, exercise, test, et al,
as well as midterm and final grades. Mid-semester and final grade assignments
will also incorporate the attendance, application, working habits, and
participation of the student and thus may not concretely be based on alphabetic
grades. The faculty reserve the right to raise or lower your grade based on an
improvement or degradation of commitment. Participation in the totality of the
course is expected. Provided studio time is reserved for the development of
assigned learning only. Outside interruptions while in residence— academic,
artistic, or personal will not be tolerated. Lack of ongoing development,
preparation, or engagement will be noted and subsequently reflected in each
final project assessment. Any student who disrupts the course and/or interferes
with the ability of his or her classmates to learn will be asked to leave— with
the possibility of further disciplinary actions being levied. Assignments will
require students to work extensively outside of scheduled class meetings.
Project deadlines and critiques will be announced in relation to the current
projects. Attendance, presentation, and full participation at meetings and
critiques, et al, are mandatory. Critiques, meetings, presentations, et al,
begin promptly as noted for each project. Tardiness as it relates to these
matters will be considered: as once the respective activity commences in
relation to the known deadline. Formats must be presented as mandated prior to
this time. No project or developmental material[s] will be accepted once a
critique, meeting, presentation, et al, has commenced for any circumstances,
thus resulting in a grade of “F”— with a numeric equivalent of zero [0].
Absent students are unable to have their work delivered by a peer,
delivered to a faculty office, or a faculty mailbox, et al, as no late work
will be accepted for any circumstances, thus resulting in a grade of “F”— with
a numeric equivalent of zero [0].
If you are absent the day
a project or exercise is assigned, it is your responsibility to find out about
missed assignments and complete all work by the due date. In some cases, there
will be exercises assigned and due on the same date. These exercises cannot be
“made-up”.
Undergraduate
Grade Designations
Note Bene; While the below descriptions note course, individual
assignments, projects, tests, et al, could be applied equally. The designation
of pluses and minus will be incorporated. Finally, the grade of “C—” and above
is required for advancement within the Department of Design’s discipline. Those
individual’s within other concentrations should consult those respective
requirements.
Letter Grade of A
The person earning this grade is as close as humanly possible to
perfection in the fulfillment of the objectives of this course. It implies
great effort and great success in all aspects of the class. It is rare that
this grade is awarded.
Letter Grade of B
The person earning this grade has worked very hard, has pushed
him/herself beyond the strict fulfillment of the objective of each problem, has
shown strong advances in technical and conceptual skills and is involved and
articulate in critiques and discussions.
Letter Grade of C
The student earning a “C” completed all assignments, had a positive
attitude, worked hard, showed growth in skills and thinking, participated in
critiques and discussions, and successfully fulfilled the requirements of the
course, in general. This is the average level of achievement for all studio
courses.
Letter Grade of D
The student has made the minimum effort to understand and master the
skills and concepts covered in the course, or has obvious difficulties with
basic skills and concepts and/or trouble in fulfilling the requirements of the
class because of excess lateness, absence, poor attitude, or some other reason.
Letter Grade of F
This grade indicates a severe problem in one or more of the following
categories: lack of interest and/or seriousness of purpose, ineptitude in basic
skills, lack of understanding of concepts, terrible craftsmanship, failure to
complete assignments, bad attitude, excess lateness or absence.
Alpha and Numeric
Point Values
|
Alpha
|
100-point
|
100.00-point
|
GPA-point
|
|
A
|
94-100
|
93.34-100.00
|
4.0
|
|
A-
|
90-93
|
90.00-93.33
|
3.67
|
|
B+
|
87-89
|
86.67-89.99
|
3.33
|
|
B
|
84-86
|
83.34-86.66
|
3.0
|
|
B-
|
80-83
|
80.00-83.33
|
2.67
|
|
C+
|
77-79
|
76.67-79.99
|
2.33
|
|
C
|
74-76
|
73.34-76.66
|
2.0
|
|
C-
|
70-73
|
70.00-73.33
|
1.67
|
|
D
|
60-69
|
60.00-69.99
|
1.0
|
|
F
|
0-59
|
00.00-59.99
|
0.0
|
Recognized manners of style sheets and citation are required. Students should
consult sources including: The Chicago Manual of Style, University of Chicago
Press; 15th edition; ISBN: 0226104036. Each available at the Memphis College of
Art library, public libraries, and online at www.amazon.com.
Office hours are presented within this syllabus. Prior appointments and
secure meeting times are welcomed. Regrettably, on occasion faculty service to
the College will require amended hours, at which time, revisions will be
posted.
Syllabus and coursework subject to change.
Academic Honesty
Agreement
The Shortest and surest
way to live with honor in the world is to be, in reality, what we would appear
to be; all human virtues increase and strengthen themselves by the practice and
experience of them.
—Socrates [Ancient Greek
Philosopher, 470 BCE—399 CE]
The acknowledgement of and adherence to a code of ethics is vital as
members of society and participants within the College’s academic community. To
this end— the creation and presentation of all academic formats must be of the
student’s independent hand. Examinations will be presided by each student’s
honor. It is understood that the process of education — and that of a creative
nature — is collective, and one should not confuse the development acquired
from a peer or professorial reflections as a violation of this code. It is the
blatant disregard for honesty with the knowing presentation of work other than
your own — in a restricted manner, or receipt of assistance within a testing
environment— which violates the prescribed ethics of our society.
Therefore, each format as requested will bear the student’s signature
and inscription:
Ex Toto Opus Proprium Meum
Upon independent academic review,
violations will result in immediate dismissal from the course and an automatic grade of “F.”
violations will result in immediate dismissal from the course and an automatic grade of “F.”
Further Reading /
Suggested Books
Ogilvy on Advertising by David Ogilvy
Creative Advertising, Second Edition by Mario Pricken
Advertising (8th Edition) (Advertising: Principles and Practice) by Sandra
Moriarty, Nancy Mitchell, and William D. Wells
Mobile Advertising: Supercharge Your Brand in the Exploding Wireless
Market by Chetan Sharma, Joe Herzog, and Victor Melfi
Confessions of an Advertising Man by David Ogilvy and Sir Alan Parker
Advertising: Concept and Copy, Second Edition by George Felton
Graphis Advertising Annual 2008 (Graphis Advertising Annual) by B.
Martin Pedersen
Hey, Whipple, Squeeze This: A Guide to Creating Great Ads, Second Edition
by Luke Sullivan
Cutting Edge Advertising II by Jim Aitchison
Breakthrough Advertising
The Art of Cause Marketing: How to Use Advertising to Change Personal
Behavior and Public Policy by Richard Earle
Adland: A Global History of Advertising by Mark Tungate
History of Advertising by Stephane Pincas and Marc Loiseau
The Art of Writing Advertising : Conversations with Masters of the
Craft: David Ogilvy, William
Bernbach, Leo Burnett, Rosser Reeves, by Denis Higgins
Advertising Today by Warren Berger
The Brand Gap: Expanded Edition by Marty Neumeier
Designing Brand Experience: Creating Powerful Integrated Brand
Solutions by Robin Landa
Ron Beasley and Marcel Danesi: Persuasive Signs, The Semiotics of
Advertising.
Edited by Mouton de Gruyter. Berlin and New York, 2002.
Roland Barthes, Mythologies. Edited by Hill and Wang. New York 1999.
James B. Twitchell, 20 Ads that Shook the World. Edited by Crown
Publishers. New York 2000.
Marshall McLuhan, The Medium is the Message
Communication Arts Advertising Annual. Most recent volumes.
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