Course Title: Advanced Art Direction

Part A: Course Overview

Course Title: Advanced Art Direction

Credit Points: 12


Course Code

Campus

Career

School

Learning Mode

Teaching Period(s)

GRAP2368

City Campus

Undergraduate

335H Applied Communication

Face-to-Face

Sem 1 2006,
Sem 1 2007,
Sem 1 2009

GRAP2368

City Campus

Undergraduate

345H Media and Communication

Face-to-Face

Sem 1 2010,
Sem 1 2011,
Sem 1 2012,
Sem 1 2013,
Sem 1 2014

Course Coordinator: Trevor Marriott

Course Coordinator Phone: +61 3 9925 1259

Course Coordinator Email:trevor.marriott@rmit.edu.au

Course Coordinator Availability: By appointment


Pre-requisite Courses and Assumed Knowledge and Capabilities

GRAP2315 Design for Advertising or equivalent. Intermediate to advanced software knowledge – Adobe CS3 Suite


Course Description

The craft of art direction involves the constant development of visual skills and an awareness of images and their nuances in advertising. You are required to develop and deliver crafted visual solutions across a range of advertising media to a professional standard. With increased advertising content online, the role of the art director continues to evolve. You will be applying your creativity and imagination to develop ideas that are practical, experimental and innovative. You are encouraged to exploit new and emerging media opportunities in your work. Practical exercises may contribute to competitions and a professional portfolio.
 


Objectives/Learning Outcomes/Capability Development

The following Program capabilities will be assessed in this course:

1.Identify and respond appropriately to, emergent global trends and issues as they impact on the advertising industry
2.Produce innovative and professional solutions to advertising communication briefs using creative skills
3.Develop targeted and effective communication strategy, creative campaigns and media plans
 


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

* Think critically and creatively as an art director at an advanced level.
* Formulate focused, creative and practical solutions to complex visual communications problems and identify appropriate delivery modes.
* Demonstrate an in-depth knowledge of available techniques and how to best utilize it communicate to a particular consumer group.
* Critique and evaluate creative solutions in terms of their suitability to the original brief, advertising message, environment and target audience.
* Evaluate the suitability, brief and supervise suppliers such as photographers, directors and illustrators.


Overview of Learning Activities

Learning activities may involve lectures, tutorial discussions, workshops, team projects, guest speakers and case study analysis.

Class participation and in-class exercises are a major part of the final assessment.

Peer review is a key learning activity. Evaluating the work of others helps sharpen critical, analytical and communication skills.

Regular reading of prescribed texts is essential for a full understanding of the subject matter. Oral skills are improved through weekly class discussions. If you are expected to lead a discussion, you will be given one week’s notice. You are also encouraged to read relevant articles found in periodicals, journals and newspapers and bring them to class. Questions related to such topics and/or articles might be occasionally asked in the class as well as any examination even though they are not discussed in class.

You may be asked to present your tutorial work to the class as a way of building confidence and presentation skills.

Regular participation on Blackboard is required.


Overview of Learning Resources

Lecture notes, prescribed text, reading list and other resources will be available on the RMIT online Learning Hub. You will also be required to use other sources of information such a library resources and on-line databases.

You will have access to computer laboratories, camera equipment suitable for live storyboard production and current edit suite software packages.


Overview of Assessment

Assessment components consist of a substantial portfolio of tutorial and assignment work.