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The module aims to develop the creative skills introduced in ADV101, focusing specifically on graphic design and the role of the art director. Students will develop their skills in the use of computer software.

The module begins with an investigation of design and its role and importance within advertising throughout the last century. Students are asked to study the use of image and how style becomes an essential part of communication.

A series of real world workshops will inform students of the importance of design within advertising and introduce key computer software. Discussions, demonstrations and critiques will be used to nurture an understanding of design and its relationship to art direction and communication. A mix of lectures and practical project work will enable a further appreciation of typography, symbols and print production. Practical work will enable students to enhance their design software skills.

A student passing this module should be able to:

1.      Develop an understanding of the creative and aesthetic potential of graphic design, typography and symbolism within advertising.

2.      Understand the use of a range of computer design software and develop the skills necessary for visualizing using marker pens and digital visuals.

3.      Recognise the creative and aesthetic potential of typography as communication and the requirements of successful art direction.

4.      Appreciate the objectives of advertising in terms of visual style, audience communication and working on brief to set deadlines.

Demonstrate the ability to conceive ideas, manage the creative process, evaluate information and use it to plan and develop campaign strategies.

The Library Catalogue contains full details of the current reading list for this module. Further details may also be found in the Module Guide.