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exploration of the leaders, agencies, events and cam- paigns that have influenced advertising, contributed to advertising innovations, and suggested directions in which advertising may be headed. Prerequisite(s): ARTH 100.


ADVE 204 Creative Copywriting This course surveys the written expression and econ- omy of words and thought associated with advertising and creative thinking. Students experience and learn the rudimentary techniques of writing persuasive advertising. Prerequisite(s): ENGL 123.


ADVE 207 Fundamentals of Typography for Advertising Designers In this primary studio course, students learn the essen- tials of typography as it applies to advertising design. Its history, evolution, terminology, classifications and application principles are all explored through lectures, discussions and studio work. Students who successfully complete this course have a fundamental working knowledge of typography, and are prepared to take more advanced advertising design courses. Prerequisite(s): ADVE 130, and CMPA 100 or CMPA 110.


ADVE 210 Understanding Client Objectives Advertising, as an extension of marketing, needs to be understood in context with all aspects of marketing. This course starts with the introduction of the four Ps: product, price, place and promotion, and then transi- tions into a deeper investigation of the latter of these principles. Presenting the rudiments of advertising and marketing in a way that is sensible and logical to the art director and copywriter, the course explains how the message, the target market and subsequent posi- tioning impacts the overall advertising effort. Projects are used as primary tools for defining the principles. Prerequisite(s): ADVE 130.


ADVE 300 Digital Production Skills for Advertising Designers Digital design software applications are the essential tools of the advertising designer today. Through lec- tures, demonstrations and guided classroom exercises, students explore the capabilities and uses of a range of digital design tools. Upon successful completion of this course, students have a working knowledge of the essential software applications, and are prepared to use them to produce projects in subsequent courses. Prerequisite(s): ADVE 207 or GRDS 205, CMPA 100 or CMPA 110.


ADVE 302 Business Practices for Advertising Design Through readings and discussion about marketing, planning, strategy, estimating and pricing, manage- ment and employment in advertising, this course addresses fundamental business concepts particular to the advertising design industry, including creative development and professional practices. The readings and lectures, combined with self-examination of their own buying patterns to better understand consumer behavior, allows students to develop an integrated marketing communication program that is delivered as a new business pitch. Prerequisite(s): ADVE 210.


ADVE 304 Art Direction I This course focuses on development of the skills required of an art director, concentrating on those associated with print-based advertising, specifically newspapers and magazines. Students learn to apply their creativity by translating marketing needs into innovative, effective advertising solutions through a series of challenging projects. In addition to develop- ing their conceptual, verbal and design skills, students learn to direct the balance of various elements includ- ing page design, copywriting, typography, illustra- tion, photography and visual effects to facilitate the communication of a message. Emphasis is placed on creativity, execution, resourcefulness, teamwork and project management skills required to generate compelling, effective, mediabased communications. Prerequisite(s): ADVE 210.


ADVE 310 Account Planning The role of the account planner in advertising is the focus of this course. Through lectures, presentations,


case studies and hands-on experience, students learn how an account planner is the voice of the consumer, and the vital link between client, agency and target market. Students study and practice account planning methods, research techniques, and analyze findings for the insights needed to create powerful advertising. Prerequisite(s): ADVE 210.


ADVE 314 Specialized Copywriting In this advanced studio course, aspiring copywriters develop the ability to create engaging, relevant verbal messaging for marketing components that demand extensive writing. These include print and broadcast vehicles for retail, direct response and business-to- business advertising, as well as specialized communi- cations such as corporate and recruitment advertising. Prerequisite(s): ADVE 204.


ADVE 321 Copywriting for Print Building on knowledge of copywriting fundamentals, this course enhances the student’s ability to influence human thinking and buying behaviors through the power of the written word. The course encompasses advertising copywriting for newspapers, magazines, outdoor, posters, Internet, brochures and miscella- neous categories, including nontraditional applications. Prerequisite(s): ADVE 204.


ADVE 323 Advertising Design and Typography This course expands upon the fundamentals of design and typography as they relate to the field of advertis- ing. Students explore the use of design principles and typographic communication and how they both influ- ence consumers. Through a series of class projects, students in this course develop the ability to effectively use typographic and design centric solutions in all facets of advertising projects. Prerequisite(s): ADVE 207 or GRDS 205, ADVE 304.


ADVE 334 Art Direction II This course further develops the skills required of an art director by focusing on creative executions across multiple-media applications, including print, direct mail, collateral, outdoor, online and other media. Through a series of challenging projects, students apply their creativity by translating marketing needs into innovative, effective advertising campaigns that are enticing, integrated and simultaneous. Emphasis is placed on creativity, execution, resourcefulness, teamwork and project management skills required to generate compelling, effective advertising campaigns. Prerequisite(s): ADVE 302, ADVE 304.


ADVE 351 Web Advertising Focusing on production of Web-specific advertising materials, students demonstrate applied and theoreti- cal knowledge of interactive advertising development. Through an exploration of the history and future of the infrastructure of the Web as medium for interactivity, as well as real-time interaction with professionals via real-time meetings utilizing the latest conferenc- ing software, students learn how to create effective advertising solutions and communication specific to the various online media. Prerequisite(s): ADVE 304, and GRDS 243 or ITGM 353.


ADVE 352 Popular Culture in Advertising In this studio class, students explore the ongoing relationship between advertising and popular culture. Through research and project execution students experience how advertising can be shaped by the emerging trends, desires and fantasies of the very target groups it seeks to persuade. Students also learn about and create campaigns designed to start new trends based on a specific, or projected, cultural climate. Prerequisite(s): ADVE 304.


ADVE 354 Advertising Design for Alternative Media This course explores advertising design opportunities beyond traditional media. Students conduct a thor- ough analysis of the application of alternative media opportunities resulting from changes in demographic and cultural tendencies, environmental development and technological advances. Prerequisite(s): ADVE 304.


ADVE 355 Not-for-Profit Advertising This course addresses and debates a number of contemporary social issues, including environmental, preventative health, education, community well-being and corporate exploitation. Students are required to research issues from all sides, develop written plans and marketing strategies, and create a body of socially-conscious advertising campaigns and materi- als that communicate an expansive view to the public. The course also touches on the history of the public service announcement and protest or propaganda advertising in the United States and around the world. Prerequisite(s): ADVE 304.


ADVE 358 Public Relations and Special Events This course takes a comprehensive approach to public relations and special events as interdisciplinary fields and as integral components of any organization’s brand strategy. Students are exposed to conceptual, theoretical and practical aspects of public relations, including strategic planning and message develop- ment, research techniques, media relations and crisis containment. Prerequisite(s): ADVE 304.


ADVE 401 Political Advertising Offering a blend of political science and communica- tion skills, this course educates students in political advertising, the full-time, well-practiced profession. Students study politics for its messages and themes rather than for parties’ ideologies. Projects include print and broadcast advertising along with communi- cation support materials. Prerequisite(s): ADVE 302.


ADVE 404 Art Direction of Photography Creative collaboration between advertising art direc- tors and photographers is the focus of this seminar course. Advertising students work with photography students to create and produce photographs for ad layouts. Through classroom presentations, readings, and studio practice, students learn how to choose a photographer, how to commission work, and how to work successfully with photographers. Prerequisite(s): ADVE 304.


ADVE 410 Branding Theory This course explores the sophisticated thinking and planning that go into establishing a successful brand position. Through reading, research, lectures, case studies and workshops, students learn the principles of modern branding. Students then apply those principles as they develop a brand strategy, brand position and brand personality for a specific product or service just as they would in the professional world of advertising. Prerequisite(s): ADVE 334.


ADVE 420 Branding Studio This studio course emphasizes teamwork, strategic creative solutions and marketing formulas for build- ing a brand within a product or service category for specific market segment. Assignments are based on actual clients and simulate real world demands. Prerequisite(s): ADVE 410.


ADVE 430 Advertising Design Self-promotion This course focuses on the development of a jobseek- ing portfolio, interviewing skills and other selfpromo- tion strategies. Students examine, analyze and evalu- ate the work produced during their course of study for possible redesign. Topics include self-promotion as well as interviewing skills and professional pre- sentation techniques. Students develop a strategic self-promotion plan to target prospective employers. Prerequisite(s): ADVE 410.


ADVE 435 Global Advertising This course concentrates on creating an awareness and understanding of global advertising. With the help of case studies, discussions, readings and assign- ments, students are exposed to marketing strategies employed in a foreign market. Topics covered include creative localization, economy structures, and cul- tural conditioning that affect communication across geographic and cultural boundaries. Students employ these techniques to produce advertising for a specific global market. Prerequisite(s): ADVE 410.


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