ADVT13-308: Advertising Art Direction

Description

We live in a highly visual culture, with imagery in all its forms being central to our existence. Ads, artworks, movies, memes, medical imagery, info-graphics, signage, packaging, print media, digital, augmented reality, technological enhancements & image manipulations to name a few. All forms of imagery are affected by powerful inter-textual & cultural influences, which in turn provide significant social impact through our interpretations of such images. Today's advertising graduates therefore must be visually literate, able to both analyse & de-construct visual rhetoric as well as construct effective visual messages. In this subject we explore the nature of 'seeing' & how it is affected by design elements, how it is encoded & remembered. We also explore the challenges, limitations, ethics & expanding horizons of visual communication & how this relates to the world of Advertising.

Subject details

Learning outcomes

1. Student will be able to demonstrate working knowledge of historical, physiological, perceptual and cognitive aspects of visual communication and is able to apply critical analysis methods to print and electronic media images.
2. Student is able to apply this knowledge to the practice of creating visual advertising messages/campaigns.
3. Student has good understanding of social, ethical, legal & cultural obligations with regards to visual communication.
4. Student is able to deal with deadline responsibilities, time management, decision making and delegation in a competitive team environment and has practical experience with the process of pitching campaign ideas to clients.

Enrolment requirements

Subject outlines

• May 2018 [Standard]
• May 2017 [Standard]

Subject dates