Course Descriptions

ADVE 130 Introduction to Advertising Design
This course provides an overview of the advertising design industry. Students are introduced to the roles of advertisers, ad agencies and the use of various advertising media. Topics include the practice, theory, and structure of the profession relative to roles in the creative process. Emphasis is placed on visual image development and execution, the generation of ideas, concepts and teamwork. Prerequisites: CMPA 100 or CMPA 110, COMM 105.

ADVE 200 Advertising Perspectives and Profiles
This course surveys the evolution and achievements of advertising through the investigation of advertising trends, past and present. Lectures, visual presentations, discussions and research promote students' exploration into the leaders, agencies, events and campaigns that have influenced advertising, contributed to advertising innovations, and suggest directions in which advertising may be headed. Prerequisite: ARTH 100.

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 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 impacts the overall advertising effort. Projects are used as a primary tool for defining the principles. Prerequisite: ADVE 130.

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 developing their conceptual, verbal and design skills, students learn to direct the balance of various elements including page design, copywriting, typography, illustration, 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, media-based communications. Prerequisites: ADVE 130, and GRDS 233 or GRDS 243.

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 miscellaneous categories, including non-traditional applications. Prerequisite: ENGL 204.

ADVE 323 Advertising Design and Typography
This course expands upon the fundamentals of design and typography as it relates 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 develop the ability to effectively use typographic and design centric solutions in all facets of advertising projects. Prerequisites: ADVE 304, GRDS 205.

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: ADVE 304.

ADVE 348 Advertising Design Production
Contemporary advertising production issues and methods are explored through hands-on projects, presentations, and visits to professional sites. Using industry standard software, students learn to address and solve design production issues specific to the technical and material requirements of print advertising media. Students also learn how to select, plan, schedule, and budget for services required to produce successful creative advertising. Prerequisite: ADVE 304.

ADVE 350 Popular Culture in Advertising Design
This course explores the impact of popular culture on the field of advertising design. Through research, case studies, lectures and studio projects, students gain an understanding of trends and the relationship between cultural production and advertising. Students develop innovative strategies and effective solutions that successfully market products and ideas to a contemporary audience. Prerequisites: ADVE 348.

ADVE 351 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 Web-cast conferencing software, students learn how to create effective advertising solutions and communications specific to the various online media. Prerequisites: ADVE 304, and GRDS 243 or ITGM 353.

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: ADVE 304.

ADVE 355 Not-for-profit Advertising
This course addresses 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 materials that communicate an expansive view to the public. The course also touches on the history of PSAs (Public Service Announcements) and protest or propaganda advertising in this country and around the world. Prerequisite: ADVE 304.

ADVE 358 Public Relations and Special Events
This course takes a comprehensive look at 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 development, research techniques, media relations and crisis containment. Prerequisite: ADVE 304.

ADVE 385 Business of 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, allows students to develop an Integrated Marketing Communication program that is delivered as a new business pitch. Prerequisite: ADVE 210.

ADVE 401 Political Advertising
Offering a blend of political science and communication skills, this course educates students in political advertising, the full-time, well practiced profession. Students explore politics for its messages and themes rather than for parties' ideologies. Projects include print and broadcast advertising along with communications support materials. Prerequisite: ADVE 385.

ADVE 410 Branding Theory
This course explores the sophisticated thinking and planning that goes 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: ADVE 334.

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

ADVE 430 Advertising Design Self-promotion
This course focuses on the development of a job-seeking portfolio, interviewing skills and other self-promotion strategies. Students examine, analyze and evaluate the work produced during their course of study for possible redesign. Self-promotion topics are discussed as well as interviewing skills and professional presentation techniques. Students develop a strategic self-promotion plan to target prospective employers. Prerequisite: 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 assignments, students are exposed to marketing strategies employed in a foreign market. 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: ADVE 410.

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: ADVE 321.

ADVE 447 Art Direction for Broadcast
Focusing on broadcast media, this course continues the development of 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: ADVE 334.

ADVE 450 Competition Preparatory Work
Students team up to develop a campaign for entry in the National Student Advertising Competition. This course (part one of two related courses) focuses on the important preliminary work, specifically: research planning and development, media planning, ad planning, and budgeting which will all lead up to the creative finished product. Starting with proprietary research and a brief provided by the client, students develop an overall advertising strategy and detailed campaign plan to set direction for the creative production in the second course. Whether the student takes the first course, the second course, or both, all participating students have the potential opportunity to represent SCAD onstage at AAF Conferences. Prerequisite: Permission of the department chair.

ADVE 460 Competition Creative and Presentation Work
Students team up to develop a campaign for entry in the National Student Advertising Competition. This course, the second of two related courses, focuses on the creative work, as well as oral and written presentations. Whether the student takes the first course, the second course, or both, all participating students may have the opportunity to represent SCAD onstage at AAF Conferences. While there, students make presentations and may interact with working professionals. Prerequisite: Permission of the department chair.

ADVE 495 Special Topics in Advertising Design
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. Prerequisites: Vary according to topic.

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. A variety of typographic design philosophies from classical to progressive are also explored.

ADVE 709 Advertising Design Studio I: Creative Strategies
Students in this course construct visual 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.

ADVE 719 Advertising Design 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. Prerequisites: ADVE 705, ADVE 709.

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: ADVE 705.

ADVE 731 Advertising Copywriting
The opportunity to examine and practice the principles and conceptual processes of advertising, as they pertain to copywriting, is provided by this course. Through a series of hands-on assignments and problem-solving exercises students participate, and collaborate with art direction, in the writing of advertising copy.

ADVE 739 Advertising Design Production
Students explore issues of production for various advertising mediums. 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: ADVE 709.

ADVE 749 Advertising Design 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 design 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: ADVE 719.

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: ADVE 719.

ADVE 754 Global Marketing Solutions
In this course students explore global advertising and the factors involved in translating marketing messages across continents and cultures. Students work in teams to conduct research in areas of media buying, economy structures, social and cultural conditioning, localization of creative execution and history of various markets. They work with an existing client to create an effective advertising campaign for a specific market and consumer segment. Prerequisite: ADVE 719.

ADVE 759 Business Practices of Advertising Design
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: ADVE 719.

ADVE 770 Advertising Design Portfolio
Students create a portfolio within formats relevant to industry expectations. Additionally, students develop a strategic self-promotion plan in support of market exposure and professional development. Prerequisite: ADVE 719.

ADVE 780 Special Topics in Advertising Design
Working with a faculty adviser, 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.

ADVE 790 Advertising Design M.F.A. Thesis
Advertising design 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.