Art Direction

Course Code: ADV 2500

Academic Year: 2017-2018

In this course, students examine the role of the art director in the advertising process, from strategy to concept development and from presentation to final production. Students explore the visual techniques and craft used to create arresting, effective advertising for a wide range of products and services. They examine the ways in which graphical and typographical elements are selected, modified and organized. Students also critique the overall effectiveness of various examples with an eye for balance, composition and communication. Students develop their own art directorial skills by experimenting with traditional and non-traditional techniques. At the same time, they build an archive of reference materials, selecting the work of photographers and illustrators who are pivotal in the advertising process.