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 twentieth 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): CMPA 100 or CMPA 110, COMM 105.
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.
ADVE 204 Creative Copywriting
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 Designers
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, 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 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 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 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 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
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. Prerequisite(s): ADVE 207 or GRDS 205, 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 communications such as corporate and recruitment advertising. Prerequisite(s): ADVE 204.
ADVE 321 Copywriting for Print
This course expands on traditional copywriting principles to include practices for adapting the written word to new digital media platforms. Building on case studies of award-winning print campaigns of the pre-digital era, students learn to add ingenuity, writing craft and technology to blaze new trails in brand storytelling. 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 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
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 304.
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 conferencing software, students learn how to create effective advertising solutions and communication specific to the various online media. Prerequisite(s): ADVE 300 or GRDS 243 or ITGM 353.
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 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.
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 materials 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 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 study politics for its messages and themes rather than for parties’ ideologies. Projects include print and broadcast advertising along with communication support materials. Prerequisite(s): ADVE 302.
ADVE 404 Art Direction of Photography
Creative collaboration between advertising art directors 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 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 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 a 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 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. Students develop a strategic self-promotion plan to target prospective employers. Prerequisite(s): ADVE 351.
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(s): ADVE 410.
ADVE 438 Off-campus Advertising Seminar
Seminar students travel to one of the great advertising capitals of the world to learn about its renowned advertising agencies. This course is conducted as a study trip to an exciting selection of agencies that have made important contributions to the industry, both nationally and internationally. Before traveling, students prepare case studies of the region’s advertising; during the seminar, they keep detailed journals and participate in end-of-day discussions. The result of their research and study is an integrated, multimedia campaign that reflects the essence of the destination’s unique culture and style. Prerequisite(s): ADVE 304.
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
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 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) focuses on the important preliminary work—specifically research planning and development, media planning, ad planning and budgeting—that leads 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, each has the potential opportunity to represent SCAD at American Advertising Federation conferences. Prerequisite(s): Permission of the department chair.
ADVE 451 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 351 or ITGM 353.
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 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. Prerequisite(s): Vary according to topic.
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.
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. This course prepares students to take more specialized and advanced subsequent courses in the advertising programs.
ADVE 503 Software and Production Essentials
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.
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.
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.
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.
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 723 Digital Culture for Advertising Designers
Contemporary digital design professionals are immersed in digital culture that differs from the culture of a traditional advertising agency. Through field study, in-class presentations and original research, students gain a thorough understanding of that digital culture and lifestyle. With the knowledge and experience they gain in this course, students are prepared to participate in the specialized culture that surrounds the growing world of digital communications.
ADVE 725 Digital Media for Advertising Designers
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.
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 shortcomings as copywriters. Prerequisite(s): ADVE 707.
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
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.
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 738 Digital Production Skills for Advertising Designers
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 705.
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
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 719 and completion of the review for candidacy.
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
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
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 multi-media advertising campaign. Prerequisite(s): ADVE 753 or ITGM 705.
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 768 Off-campus Seminar in Advertising
Students travel to one of the great advertising capitals of the world (i.e. Sydney, London or New York) to learn about its renowned advertising agencies. This course is conducted as a study trip to an exciting selection of agencies that have made important contributions to the industry, both nationally and internationally. Before traveling, students prepare case studies of the region’s advertising; during the seminar, they keep detailed journals on all activities and participate in end-of-day discussions. The result of their research and study is an integrated, multimedia campaign that reflects the essence of the destination’s unique culture and style. Prerequisite(s): ADVE 729.
ADVE 770 Advertising 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(s): ADVE 719 and completion of the review for candidacy.
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
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
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.
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 advertising campaigns that are presented to agencies and clients. Cooperative learning, professional practice and teamwork are among the features within this project-driven studio course. Prerequisite(s): ITGM 705.
ADVE 782 Advertising Practicum
Working in an advertising agency or corporate marketing department under the supervision of an on-site creative director, advertising students work as a creative group handling projects for clients. Students work among advertising creative professionals to create advertising campaigns for clients. Professional work experience is the key feature of this unique off-campus studio course. Prerequisite(s): ADVE 781.
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
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 multi-media 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.