Advertising

Courses

100 Level

  • ADVE 130 Introduction to Advertising Course is available via eLearning
     

    ADVE 130

    Introduction to Advertising
    Course is available via eLearning
    In this primary course, students are given an overview of the advertising industry. Through lectures, readings and hands-on assignments, students are introduced to the roles of advertisers, advertising agencies and creative professionals. Topics include the influential pioneers and their work from the late 20th century to contemporary times, case studies of important campaigns and the evolution of creative advertising. Class projects and guided studio work provide students with hands-on experience creating advertisements using the same tools and techniques that creative professionals use within the advertising industry today. Prerequisite(s):
  • ADVE 150 Creative Concepting
     

    ADVE 150

    Creative Concepting
    In this fundamental studio course, students learn and practice a set of concepting skills and techniques. Readings, lectures and in-class exercises emphasize creative thinking and specific methods for generating advertising ideas. Students develop proficiency at conceiving numerous, varied and original advertising ideas. Upon successful completion of this course, they have proven processes for idea generation that can be applied in subsequent courses. Prerequisite(s): ADVE 130.

200 Level

  • ADVE 201 Digital Production for Advertising
     

    ADVE 201

    Digital Production for Advertising
    Digital design software applications are the essential tools of the advertising designer today. Through lectures, 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): CMPA 100 or CMPA 110.
  • ADVE 204 Advertising Copywriting Course is available via eLearning
     

    ADVE 204

    Advertising Copywriting
    Course is available via eLearning
    This course surveys the written expression and economy of words and thought associated with advertising and creative thinking. Students experience and learn the rudimentary techniques of writing persuasive advertising. Prerequisite(s): ADVE 130, ENGL 123.
  • ADVE 207 Fundamentals of Typography for Advertising
     

    ADVE 207

    Fundamentals of Typography for Advertising
    In this primary studio course, students learn the essentials 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, ADVE 201.
  • ADVE 210 Understanding Client Objectives Course is available via eLearning
     

    ADVE 210

    Understanding Client Objectives
    Course is available via eLearning
    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 transitions 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 positioning impact the overall advertising effort. Projects are used as primary tools for defining the principles. Prerequisite(s): ADVE 130.
  • ADVE 253 Web Advertising
     

    ADVE 253

    Web Advertising
    Focusing on production of Web-specific advertising materials, students gain applied and theoretical 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 conferencing software, students learn how to create effective advertising solutions and communication specific to the various online media. Prerequisite(s): ADVE 201 or GRDS 243 or ITGM 357.

300 Level

  • ADVE 302 Business Practices for Advertising Design
     

    ADVE 302

    Business Practices for Advertising Design
    Through readings and discussion about marketing, planning, strategy, estimating and pricing, management, 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, allow 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: Traditional and Digital Course is available via eLearning
     

    ADVE 304

    Art Direction I: Traditional and Digital
    Course is available via eLearning
    This course focuses on the skills required of an art director, concentrating on traditional media, as well as work in digital media, interactive design and mobile marketing. Students learn how page design, typography, illustration and photography facilitate the communication of a message. Emphasis is placed on creativity, execution, teamwork and project management skills. Prerequisite(s): ADVE 201, (ADVE 207 or BREN 200 or GRDS 205).
  • ADVE 310 Account Planning
     

    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
     

    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 communications such as corporate and recruitment advertising. Prerequisite(s): ADVE 204.
  • ADVE 321 Copywriting for Print and Digital Media Course is available via eLearning
     

    ADVE 321

    Copywriting for Print and Digital Media
    Course is available via eLearning
    Students in this course learn to expand on traditional copywriting principles for print media and apply them to new platforms in digital media. Building on case studies of print campaigns of the pre-digital era, students learn to combine ingenuity, writing craft, and technology and take brand storytelling into new media such as mobile devices, social marketing, interactive websites, and third-screen apps. Prerequisite(s): ADVE 204.
  • ADVE 323 Advertising Design and Typography Course is available via eLearning
     

    ADVE 323

    Advertising Design and Typography
    Course is available via eLearning
    This course expands upon the fundamentals of design and typography as they relate to the field of advertising. Students explore the use of design principles and typographic communication and how they both influence 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: Integrated Campaigns
     

    ADVE 334

    Art Direction II: Integrated Campaigns
    This course further develops the skills required of an art director by focusing on executing ideas across a broad range of media. Students will translate consumer insights into innovative advertising campaigns that are integrated across all media-from traditional to digital, including laptops, tablets and mobile platforms. Emphasis is placed on creativity, execution, teamwork and project management skills. Prerequisite(s): ADVE 304.
  • ADVE 341 Branding
     

    ADVE 341

    Branding
    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 352 Popular Culture in Advertising
     

    ADVE 352

    Popular Culture in Advertising
    In this studio course, 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 353 Interactive and Digital Media in Advertising
     

    ADVE 353

    Interactive and Digital Media in Advertising
    In this course, students build on previous knowledge of current multi-platform applications of advertising and explore the possibilities of emerging technologies and their media applications. Students enhance their digital production skills and hone the craft of art directing an integrated multi-platform campaign. Prerequisite(s): ADVE 253 or ITGM 357.
  • ADVE 354 Advertising Design for Alternative Media
     

    ADVE 354

    Advertising Design for Alternative Media
    This course explores advertising design opportunities beyond traditional media. Students conduct a thorough 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.

400 Level

  • ADVE 404 Art Direction of Photography
     

    ADVE 404

    Art Direction of Photography
    Creative collaboration between advertising art directors and photographers is the focus of this studio 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 415 Copywriting for Campaigns
     

    ADVE 415

    Copywriting for Campaigns
    Through presentations, exercises and studio projects, students expand upon concepting and copywriting principles they have previously applied to individual ads and specific advertising media. They extend those principles into multi-piece and multimedia campaigns possessing synergistic value and high-impact visibility. Studies of successful campaigns, critiques of student work and analyses of the unique communications capabilities of various media provide a foundation for students to create "big-idea" campaigns of the caliber expected by leading ad agencies and their clients. Prerequisite(s): ADVE 321.
  • ADVE 430 Advertising Self-promotion
     

    ADVE 430

    Advertising Self-promotion
    In this course, students develop and refine a professional, interview-ready portfolio and website, along with other materials necessary for a successful employment search: résumé, leave-behind, business card and more. Students learn interviewing skills and other self-promotional strategies in addition to developing a strategic self-promotion plan to target prospective employers. Prerequisite(s):  ADVE 253.
  • ADVE 435 Global Advertising
     

    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 assignments, students are exposed to marketing strategies employed in global markets. Topics covered include creative localization, economy structures and cultural conditioning that affect communication across geographic and cultural boundaries. Students employ these techniques to produce advertising for a specific global market. Prerequisite(s): ADVE 341.
  • ADVE 440 Advertising Final Portfolio
     

    ADVE 440

    Advertising Final Portfolio
    The advertising portfolio is an essential component of the student's entry into the industry. It demonstrates the ability to think strategically, write persuasively and design effectively for a wide range of marketing communication media-both traditional and digital. Over the span of 10 weeks, students marshal the creative strategies from their previous advertising courses and apply them to refine and enhance the work included in their final portfolios. Prerequisite(s): ADVE 253.
  • ADVE 441 Copywriting for Broadcast
     

    ADVE 441

    Copywriting for Broadcast
    Refining their ability to develop commercial advertising concepts, students in this course create copy specifically suitable for television and radio broadcast. Areas of focus include advertising campaign concept development, tailoring concepts and copy to specific time constraints, and writing for the listener’s ear. Prerequisite(s): ADVE 321.
  • ADVE 447 Art Direction for Broadcast
     

    ADVE 447

    Art Direction for Broadcast
    Focusing on broadcast media, this course continues the development of the skills required of an art director. Students apply their creativity by translating marketing needs into innovative, effective television and radio campaigns through a series of challenging projects. They learn to develop and execute marketing solutions from concept to storyboard, from preproduction through postproduction. Terminology, protocol and production-based logistics are explored. Emphasis is placed on creativity, execution, resourcefulness, teamwork and project management skills required to generate compelling, effective advertising solutions in the broadcast environment. Prerequisite(s): ADVE 334.
  • ADVE 460 Competition Creative and Presentation Work
     

    ADVE 460

    Competition Creative and Presentation Work
    Students team up to develop a campaign for entry in the National Student Advertising Competition. Guided by the previous course, this course focuses on the creative work, as well as oral and written presentations. Whether students take the first, second or both courses, they may have the opportunity to represent SCAD at American Advertising Federation conferences. Prerequisite(s): Permission of the department chair.
  • ADVE 479 Undergraduate Internship
     

    ADVE 479

    Undergraduate Internship
    Internships offer students valuable opportunities to work in a professional environment and gain firsthand experience to help them prepare for careers. In an approved internship setting, a student typically spends one quarter working with an on-site professional supervisor and a faculty internship supervisor to achieve specific goals and objectives related to the program of study. Prerequisite(s): 90 credit hours, 3.0 cumulative GPA.
  • ADVE 495 Special Topics in Advertising
     

    ADVE 495

    Special Topics in Advertising
    This course offers students the opportunity to focus on an advertising design project. The course emphasizes research analysis and the creative process that leads to strong advertising solutions. Students are expected to demonstrate relevant conceptual ideas and produce final solutions that reflect the creative strategy. Prerequisite(s): Vary according to topic.

500 Level

  • ADVE 501 Advertising and Copywriting Essentials
     

    ADVE 501

    Advertising and Copywriting Essentials
    Through exposure to advertising case studies, past and present, students with minimal advertising experience learn the essential language of advertising. Lectures instill an appreciation for advertising's capacity to reflect and shape popular culture and the marketplace, while studio time provides experience in writing copy and developing advertising ideas designed to connect with the consumer. Prerequisite(s):
  • ADVE 502 Art Direction and Typography Essentials
     

    ADVE 502

    Art Direction and Typography Essentials
    This course establishes essential art direction and typography skills and knowledge through a combination of lectures, studio work, readings and assigned projects. Aspiring advertising designers and copywriters develop a working knowledge of art direction and typography, and their places in contemporary advertising. Prerequisite(s):
  • ADVE 503 Software and Production Essentials Course is available via eLearning
     

    ADVE 503

    Software and Production Essentials
    Course is available via eLearning
    Students follow a progression of lectures, studio exercises and assignments to learn both the practical and technical skills essential to advertising design and production. Industry-standard software applications and their functions are explored, along with traditional production methods and craftsmanship. Prerequisite(s):

700 Level

  • ADVE 705 Typography for Advertising Designers
     

    ADVE 705

    Typography for Advertising Designers
    The role of typography in the field of advertising design is the focus of this course. Students are trained and encouraged to use typography as a sophisticated tool for expression in marketing communications and to apply typographic design principles in ways that are consistent with brand strategy. A range of contemporary media, from print to digital, is included in coursework and projects. Various typographic design philosophies—from classical to progressive—also are explored. Prerequisite(s):
  • ADVE 707 The Great Copywriters
     

    ADVE 707

    The Great Copywriters
    Students in this course gain a historical perspective on the seminal figures in copywriting from the early 1900s through the current day, including figures such as Reeves, Bernbach and Sullivan. They also gain valuable insights that help them apply many of these techniques to their own writing. Prerequisite(s):
  • ADVE 709 Advertising Studio I: Creative Strategies
     

    ADVE 709

    Advertising Studio I: Creative Strategies
    Students in this course construct visual and verbal solutions directed toward a defined market niche based on research and analysis of key prospects and competition. Lectures and projects encompass topics and practices necessary for the development and strategic planning of creative solutions. Prerequisite(s):
  • ADVE 715 Digital Production Strategies for Advertising
     

    ADVE 715

    Digital Production Strategies for Advertising
    Skillful use of digital design software applications is vital to the advertising designer today. In this course, students learn proper use of the advertising industry-standard software programs. Through lectures, demonstrations and guided classroom exercises, students explore the capabilities and uses of a range of digital design tools. Upon successfully completing this course, students have a working knowledge of the most essential software applications and are capable of using them to produce projects. Prerequisite(s):
  • ADVE 719 Advertising Studio II: Branding Solutions
     

    ADVE 719

    Advertising Studio II: Branding Solutions
    Through educational seminars emphasizing interaction and exchange of information, students explore common issues that arise when developing a brand. This graduate survey emphasizes teamwork, solid creative solutions and marketing formulas for building a highly developed brand within a product or service category in a specific market segment. Prerequisite(s): ADVE 709.
  • ADVE 725 Digital Media for Advertising
     

    ADVE 725

    Digital Media for Advertising
    Advertisers today have an expanding array of digital media options available, ranging from streaming videos to iPhone apps. In this course, advertising designers learn what digital media channels are available, and how to utilize them creatively and effectively. Through case studies, in-class presentations, field research and readings, students become familiar with digital media for advertising and create multimedia digital advertising campaigns. Prerequisite(s):
  • ADVE 727 Exploring Copywriting Genres
     

    ADVE 727

    Exploring Copywriting Genres
    Students develop versatility and sophistication in their copywriting through exposure to techniques used in various genres (humorous, emotive and literary) and hands-on projects in which they emulate styles successfully employed in those genres. By pushing their stylistic boundaries, students gain insights into their strengths and opportunities as copywriters. Prerequisite(s): ADVE 707.
  • ADVE 729 Art Direction
     

    ADVE 729

    Art Direction
    Students learn to direct the balance of elements including copywriting, typography, illustration, photography, sound, animation and visual effects to facilitate the communication of a message. Students complete print-based and online projects. Prerequisite(s): ADVE 705.
  • ADVE 731 Advertising Copywriting
     

    ADVE 731

    Advertising Copywriting
    This course offers the opportunity to examine and practice the principles and conceptual processes of advertising, as they pertain to copywriting. Through a series of hands-on assignments and problem-solving exercises, students participate in, and collaborate with, art direction in the writing of advertising copy. Prerequisite(s):
  • ADVE 737 Capturing the Authentic Voice
     

    ADVE 737

    Capturing the Authentic Voice
    Tailoring their words to an existing or desired brand personality, students strive to develop memorable copy that reflects the identity of the advertiser. Then, they turn their attention to the ultimate brand—themselves—transforming their own voice into a writing style that is powerful, persuasive and distinctive. Prerequisite(s): ADVE 727.
  • ADVE 739 Advertising Production
     

    ADVE 739

    Advertising Production
    Students explore issues of production for various advertising media. Through lectures, workshops and field trips, students learn to select, plan and budget for the variety of elements required to create and execute successful advertising. The studio environment of this course focuses on technical and material requirements, enabling students to problem solve and address production issues specific to ads, direct mail, online marketing and broadcast (radio and television) advertising. Prerequisite(s): ADVE 709.
  • ADVE 749 Advertising M.A. Final Project
     

    ADVE 749

    Advertising M.A. Final Project
    In this course, students learn to present themselves with confidence when addressing prospective clients/employers. It is the culmination of the advertising M.A. curriculum and is intended to serve as a forum for self-expression and realization. Students have an opportunity to explore self-directed avenues as well as job hunting concepts, networking skills and interviewing techniques. Prerequisite(s): ADVE 729 and completion of the review for candidacy.
  • ADVE 751 Advertising for Alternative Media
     

    ADVE 751

    Advertising for Alternative Media
    This studio course addresses new advertising design opportunities extending beyond traditional media. Through a series of lectures, projects and research, students conduct a thorough analysis and application of alternative media such as online, mobile, digital and broadcast design—areas that are expanding due to changes in demographic and cultural tendencies, environmental development and technological advances. Students develop comprehensive media plans that include alternative media in support of strategic plans. Prerequisite(s): ADVE 719.
  • ADVE 753 Online Advertising
     

    ADVE 753

    Online Advertising
    Students create and produce advertising for a variety of contemporary forms of Web and online media. Basic training in the use of industry-standard software programs, such as Flash and HTML, help prepare students for careers in advertising today. The unique characteristics of communication in a digital online environment are examined, and students learn how to create effective Web advertising solutions for online media. Prerequisite(s): ADVE 729.
  • ADVE 755 Interactive and Digital Media in Advertising
     

    ADVE 755

    Interactive and Digital Media in Advertising
    Students in this course build upon previous knowledge of Web and online advertising, and explore the possibilities of emerging technologies and their media applications. Emphasis is placed on expanding students' software and digital production skills and producing interactive elements for an integrated multimedia advertising campaign. Prerequisite(s): ADVE 753 or ITGM 705.
  • ADVE 759 Business Practices for Advertising
     

    ADVE 759

    Business Practices for Advertising
    Students learn the mechanisms necessary to maintain a viable agency through trend analysis within the sales environment, agency foundation, ethics, management, client recruitment and servicing, and production for an ad campaign. Prerequisite(s): ADVE 719.
  • ADVE 770 Advertising Portfolio
     

    ADVE 770

    Advertising Portfolio
    Students create a portfolio within formats relevant to professional expectations. Additionally, students develop a strategic self-promotion plan in support of market exposure and professional development. Prerequisite(s): ADVE 719 and completion of the review for candidacy.
  • ADVE 779F Graduate Field Internship
     

    ADVE 779F

    Graduate Field Internship
    Students in this course undertake a field assignment under the supervision of a faculty member. Prerequisite(s): 15 graduate credit hours, good academic standing.
  • ADVE 779T Graduate Teaching Internship
     

    ADVE 779T

    Graduate Teaching Internship
    Students in this course undertake a teaching assignment under the supervision of a faculty member. Prerequisite(s): 15 graduate credit hours, good academic standing.
  • ADVE 780 Special Topics in Advertising
     

    ADVE 780

    Special Topics in Advertising
    Working with faculty advisers, students pursue an advertising design project of particular interest and significance. Students must present a proposal supported by research for approval. The course involves group instruction and critiques as well as individual projects. Prerequisite(s):
  • ADVE 781 Professional Collaboration
     

    ADVE 781

    Professional Collaboration
    Working on location, under the supervision of a professor/creative director, advertising students are presented with projects for advertising agencies and corporations. Using industry-standard tools and methods, students create and present advertising campaigns to agencies and clients that respond to project objectives and exceed client expectations. Cooperative learning, professional practice and teamwork are among the features within this project-driven studio course. Prerequisite(s): ITGM 705.
  • ADVE 791 Advertising M.F.A. Thesis
     

    ADVE 791

    Advertising M.F.A. Thesis
    Advertising M.F.A. students develop a theoretically informed body of work that is innovative and relevant to the field. Students exhibit/present their work in a public manner and context that supports its creative and viable content and produce a documented written component that addresses the theoretical premise of the work. Prerequisite(s): Completion of the review for candidacy.
  • ADVE 792 Advertising M.F.A. Visual Thesis
     

    ADVE 792

    Advertising M.F.A. Visual Thesis
    Using the research, written report and insights developed in ADVE 791 Advertising M.F.A. Thesis, students develop an integrated marketing communication plan and produce a multimedia advertising campaign. Guided studio work and supervised field work support the development of the studio/visual component of the student's thesis. Prerequisite(s): ADVE 791 and completion of the review for candidacy.