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 2018, Sem 1 2019, Sem 2 2019, Sem 1 2020, Sem 1 2021, Sem 1 2022, Sem 1 2023
GRAP2659	RMIT University Vietnam	Undergraduate	345H Media and Communication	Face-to-Face	Viet1 2016, Viet2 2016, Viet3 2017, Viet1 2018, Viet2 2018, Viet3 2018, Viet1 2019, Viet2 2019, Viet3 2019, Viet1 2020, Viet2 2020, Viet3 2020, Viet1 2021, Viet2 2021, Viet3 2021, Viet1 2022, Viet2 2022, Viet3 2022, Viet1 2023, Viet2 2023, Viet3 2023
GRAP2693	Singapore Inst of Management	Undergraduate	345H Media and Communication	Face-to-Face	Offsh4 17, Offsh4 18, Offsh4 19, Offsh4 20, Offsh4 21, Offsh4 22
GRAP2726	RMIT Vietnam Hanoi Campus	Undergraduate	345H Media and Communication	Face-to-Face	Viet1 2020, Viet3 2020, Viet1 2021, Viet3 2021, Viet1 2022, Viet2 2022, Viet3 2022, Viet1 2023, Viet2 2023, Viet3 2023

Flexible Terms

Course Code	Campus	Career	School	Learning Mode	Teaching Period(s)
GRAP2315	City Campus	Undergraduate	345H Media and Communication	Face-to-Face	UGRDFlex21 (B219)

Course Coordinator: Allyson Crimp

Course Coordinator Phone: +61 3 9925 2422

Course Coordinator Email: allyson.crimp@rmit.edu.au

Course Coordinator Location: Building 9, Level 5

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:

1. Examine the theory behind visual communication, advertising design and art direction.
2. Discuss the role and value of using visual and design elements and tools to communicate and persuade.
3. Critically evaluate and analyse examples of advertising design and art direction, both local and international.
4. Formulate focused, creative and practical solutions to visual communications problems and identify appropriate delivery modes.
5. 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.

Assessment Tasks: Melbourne Campus

Assessment Task 1: Typography (Individual), 30%, CLO2

Assessment Task 2: 1 Concept, 7 Ways (Individual) 30%, CLO4

Assessment Task 3: Campaign (Group), 40%, CLO1, CLO3 & CLO5

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.