PRODUCTION TECHNIQUES IN ADVERTISING

Course Description

This course is designed to familiarize the students with various production techniques and processes in the making of advertisings which have unique style that attract the audiences’ attention. With the goal of persuading consumers, advertisers seek to create a powerful message. In order to fulfill this goal different techniques are utilized in advertisements. The course aims to help students develop their understanding of the ways in which advertisers rely on different techniques in producing ads and to recognize the power of visual elements such as framing, color, editing and special effects as well as other elements such as sound and music.

PRODUCTION TECHNIQUES IN ADVERTISING

Evaluation Tools (Active Term)

No evaluation items have been defined.

Course outcomes

1. 01 Knows the anatomy of a letter and classification of typography.(Solo: 2)
2. 02 You can create a new font character and render it in graphics programs.(Solo: 3)
3. 03 Determining letters and typefaces, tracking, alignment, symbolizing and using these concepts in typographic designs.(Solo: 3)
4. 04 To characterize the history of typography, the different press and printing techniques used throughout history.(Solo: 4)
5. 05 Applying paragraphs, single-column, multi-column and modular grids in book and magazine designs.(Solo: 4)
6. 06 To be able to compare a successful or unsuccessful typographic design.(Solo: 4)
7. 07 Ability to define letters, texts, and paragraphs as design elements along with all other media elements.(Solo: 2)

Course Syllabus

Reference Books & Course Materials

1. 01 The Fundamentals of Typography by Gavin Ambrose, Paul Harris, 2006.
2. 02 Typographie A Manual of Design by Emil Ruder, 1977.
3. 03 Advertising Design by Medium A Visual and Verbal Approach by Robyn Blakeman, 2022.
4. 04 Graphic Design Cookbook: Mix + Match Recipes for Faster, Better Layouts

Learning Outcomes

1. Design persuasive advertisements that communicate a clear message. SOLO 5
2. Create visual elements that effectively complement advertising messages SOLO 5
3. Analyze the relationship between design, message, and target audience SOLO 4
4. Develop a portfolio of advertising designs incorporating learned techniques SOLO 5

Program Outcomes

1. P01 Has knowledge of the basic concepts, theory and methods in the field of public relations, advertising, marketing and integrated marketing communications.
2. P02 Has knowledge of the appropriate media planning processes for target audiences in the field of public relations and advertising.
3. P03 Is able to write periodic reports on the activities carried out in the fields of public relations and advertising.
4. P04 Is able to use research and planning methods and techniques related to public relations and advertising.
5. P05 Knows organisational crisis management processes.
6. P06 Knows the media and digital media communication techniques and processes related to the promotion of institutions and organisations.
7. P07 Knows the creation and application of media strategy in the field of public relations and advertising.
8. P08 Has knowledge of legal regulations and ethics related to public relations and advertising.
9. P09 Is able to conduct marketing and consumer behavior research and undertake planning based on this research data.
10. P10 Is able to conduct public relations and advertising campaigns.
11. P11 Is able to use digital media and social media in the fields of public relations and advertising.
12. P12 Has the ability to use current and effective presentation techniques in the field of public relations and advertising.
13. P13 Is able to monitor social developments and changes in the behavior of the target audience and use the information obtained to design public relations and advertising campaigns.
14. P14 Is able to take initiative in solving problems in the fields of public relations and advertising by acting as a responsible individual as well as a team member.
15. P15 Is able to create and implement brand and communication strategies.
16. P16 Is able to analyse consumer behavior in traditional and digital channels of communication using scientific methods and to evaluate the unique dynamics of these channels.
17. P17 Is aware of and acts in accordance with the standards and ethical codes of national and international professional organisations in the fields of public relations and advertising.
18. P18 Can communicate effectively within an international study and work environments.
19. P19 Can apply their learning into practice in real work contexts,

Po-Lo Matrix