Course Title: Art Direction

Part A: Course Overview

Course Title: Art Direction

Credit Points: 12.00


Terms

Course Code

Campus

Career

School

Learning Mode

Teaching Period(s)

GRAP2315

City Campus

Undergraduate

335H Applied Communication

Face-to-Face

Sem 2 2006,
Sem 2 2007,
Sem 2 2008,
Sem 2 2009

GRAP2315

City Campus

Undergraduate

345H Media and Communication

Face-to-Face

Sem 2 2010,
Sem 2 2011,
Sem 2 2012,
Sem 2 2013,
Sem 2 2014,
Sem 1 2015,
Sem 1 2016,
Sem 1 2017

GRAP2659

RMIT University Vietnam

Undergraduate

345H Media and Communication

Face-to-Face

Viet1 2016,
Viet2 2016,
Viet3 2016,
Viet1 2017,
Viet2 2017,
Viet3 2017

GRAP2693

Singapore Inst of Management

Undergraduate

345H Media and Communication

Face-to-Face

Offsh4 17

Course Coordinator: Mr Peter Sorenson

Course Coordinator Phone: +61 3 9925 1022

Course Coordinator Email: peter.sorenson@rmit.edu.au

Course Coordinator Availability: Please email for an appointment


Pre-requisite Courses and Assumed Knowledge and Capabilities

Required Prior Study

Successful completion of GRAP2311 Creative Advertising.

OR

Alternatively you may be able to demonstrate the required skills and knowledge before you start this course. Contact your course coordinator if you think you may be eligible for recognition of prior learning. Further information: Credit at RMIT
 


Course Description

The role of the art director in advertising is to add aesthetic value and clarity to an advertising idea. Good art direction creates a look and feel that makes one advertisement stand out from another. This practical course integrates three aspects: conceptualisation, art direction and computer applications. The emphasis in this course is on the successful translation of concepts into visual executions across a variety of advertising media. You will develop an understanding of art direction as a practice and craft, the issues that surround the practice, and the currency of art direction in contemporary global advertising.


Objectives/Learning Outcomes/Capability Development

In this course you will develop the following program learning outcomes:

  • Produce innovative and professional solutions to advertising communication briefs using creative art direction and/or copywriting skills.
  • Communicate using diverse formats and strategies to audiences within and external to your discipline.


Upon successful completion of this course, you will be able to:

  • Examine the theory behind visual communication, advertising design and art direction.
  • Discuss the role and value of using visual and design elements and tools to communicate and persuade.
  • Critically evaluate and analyse examples of advertising design and art direction, both local and international.
  • Formulate focused, creative and practical solutions to visual communications problems and identify appropriate delivery modes.
  • Critique and evaluate creative solutions in terms of their suitability to the original brief, advertising message, environment and target audience.


Overview of Learning Activities

You will be actively engaged in learning that involves a range of activities such as studios, project work, lectures, tutorials, class discussion, individual and group activities.


Overview of Learning Resources

RMIT will provide you with resources and tools for learning in this course through our online systems.

A list of recommended learning resources will be provided by your lecturer, including books, journal articles and web resources. You will also be expected to seek further resources relevant to the focus of your own learning.

The University Library has extensive resources for Advertising students. The Library has produced a subject guide that includes quality online and print resources for your studies: http://rmit.libguides.com/advertising

The Library provides guides on academic referencing: http://www.rmit.edu.au/library/referencing and subject specialist help via your Liaison Librarian.


Overview of Assessment

You will be assessed on how well you meet the course’s learning outcomes and on your development against the program learning outcomes. Assessment may include essays, reports, reflective papers, creative projects and presentations, individually and in groups. Assessment will cover both theoretical and practical aspects of your learning.

Feedback will be given on all assessment tasks.

If you have a long term medical condition and/or disability it may be possible to negotiate to vary aspects of the learning or assessment methods. You can contact the program coordinator or the Equitable Learning Services if you would like to find out more.

Your course assessment conforms to RMIT assessment principles, regulations, policies, procedures and instructions which are available for review online. For information and resources on assessments and exams, please see Assessment and exams. For information on how to submit work and apply for adjustments or special consideration, visit the page Assessment.